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Abita Taps Into Light Beer Market

Sept 17, 2003 - Abita Brewing Company celebrated the release of its newest brew, Abita Light, at a private retailer preview party on Wednesday, September 10th, at the legendary Rock 'n' Bowl in New Orleans, LA. The event gave retailers, distributors, media, and other special guests an exclusive preview of promotional materials, giveaways, music, and of course, lots of Abita Light. "Light beer has come to represent the largest segment of the beer market. That market trend, along with heavy consumer requests prompted us to begin testing recipes for Abita Light," said David Blossman, President of Abita Brewing. "After two years of extensive testing, we selected a recipe containing only 119 calories, while maintaining the traditional bold Abita taste that our customers have come to expect and enjoy." Abita Brewing expects both male and female consumers to embrace the new Abita Light. Abita Light is brewed with 100% malted barley, hops, German lager yeast, and the waters of Abita Springs. Guided by the principle of using only grains, not corn or rice, Abita Light is low in calories, yet high in flavor. Abita's new light beer will be marketed through in-store promotional materials, radio, television, and print ads on the positioning "Abita Light - All in Good Taste." Abita Brewing currently distributes in 31 states.

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