Just as young consumers might wear `70s-look sneakers, sip `50s cocktails or download `80s hair band tunes, many are bellying up to the bar for the beers Grandpa drank — maybe a Rheingold, a Leinenkugel's, or a Utica Club.
One brand that hopes that lightning can strike again is Utica Club in upstate New York.
Once a big seller in the Northeast, the brand was down to selling 100,000 cases annually just a few years ago. Most Utica Club drinkers were 55 plus. Then, Pabst-like, it picked up with younger people. Sales are up nine percent from last year, said Fred Matt, vice president for the Matt Brewing Company
"All of the sudden we're getting calls on a weekly basis: `Where can I find Utica Club?'"
Matt said the company is contemplating a modest ad campaign that could resurrect old jingles in bars and a cable TV commercial. Nothing too much, though: the company doesn't want to kill the positive buzz.
"More than anything," Matt said, "we're just letting it go by word of mouth,"
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1 comments:
Ah yes,,,, Utica Club, Snub-nosed bottles, 4 bux a case, and NOBODY ever bummed any off ya.
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