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New Budweiser campaign targets under-30 crowd

BY Allison Cerra

NEW YORK Anheuser-Busch reportedly is revitalizing its Budweiser brand by offering free beer with a "Budweiser National Happy Hour" on Sept. 29.

Targeting trendy bars and eateries, the brewer will offer free 6-oz. to 12-oz. samples for those ages 21 years and older. The event is part of Anheuser-Busch’s new campaign, "Grab Some Buds." Its goal is to increase brand loyalty for Budweiser, which has ignored the under-30 demographic that it should be targeting, according to published reports.

Budweiser made its debut in 1876.

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Clorox to sell auto care businesses

BY Allison Cerra

OAKLAND, Calif. Clorox is looking to sell its global auto care businesses, which include such brands as Armor All and STP, in an all-cash transaction valued at approximately $780 million.

The business will be sold to an affiliate of Avista Capital Partners, Clorox said. The transaction  — in which the buyer will acquire the worldwide rights to distribute the market-leading Armor All and STP brands, as well as two auto care manufacturing facilities — is expected to close by the end of this calendar year.

"We believe this transaction is in the best interest of shareholders as we seek to reshape our portfolio," said Clorox chairman and CEO Don Knauss. "As we have acknowledged in the past, our auto care business does not align as strongly with our strategy to focus on key consumer megatrends, such as health and wellness and sustainability. The auto care brands hold leading market-share positions, and we’re pleased to have identified a new growth-oriented owner who will continue to work with the talented auto care team to build on this strong foundation."

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Sierra Mist goes natural

BY Allison Cerra

PURCHASE, N.Y. PepsiCo is replacing Sierra Mist with a "natural" alternative.

The lemon-lime soda has been transformed into Sierra Mist Natural, to reflect that it’s only made with natural ingredients, PepsiCo said.

"New Sierra Mist Natural has been stripped of everything artificial and is naturally sweetened with real sugar so that the crisp, clean taste of lemon-lime shines through," said Kristina Mangelsdorf, VP natural and flavored sodas at PepsiCo. "It’s a big, bold innovation that shakes up the world of sodas with its surprisingly authentic simplicity — making Sierra Mist Natural a beverage that’s in line with the times and consumer preference."

"Sierra Mist Natural is the first major innovation to come out of Pepsi Americas Beverages following our bottler integration," Mangelsdorf added. "We know that we have a product our consumers will love, and with the support of our full system behind us, we know we can win in the marketplace."

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