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July 24, 2013

The Marlboro Beer Memos

Marlboro Beer Label
Above: detail of photo from The Rusty Bunch

I’ve written a couple of times before about the 1970s test marketing of Marlboro Beer. Recently I found some additional photos of surviving bottles, as well as an archive of inter-office Marlboro Beer memos from Philip Morris and others, discussing the contemplated brand extension.

I was surprised to learn that, although the idea was reportedly killed in 1971, it has been periodically resuscitated.

Cooler heads always seem to prevail, but, I tell you, this idea has traction!

September 3, 1971:

The rest of the memos (1971–1994) follow after the fold…

September 3, 1971:

September 28, 1971:

October 13, 1971:

March 31, 1978:

February, 1984:

May 9, 1988:

Phillip Morris could preserve the Marlboro brand by extending it into other businesses—a strategy Philip Morris executives don’t dismiss…

…Philip Morris owns Miller Brewing Co. Will we ever see Marlboro beer? Says Lund, “You might.”

May 9, 1988 ADWEEK’S Marketing Week

(I’m guessing that “Lund,” quoted above was Nancy Brennan Lund.)

 

August 18, 1994:

See also: Budweiser Cigarettes

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