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FOR IMMMEDIATE RELEASE

CONTACT:
Lori Levy
Beer Institute
202-737-2337

BEER INSTITUTE AD SCORES HIGHEST AMONG READERS OF LEADING CAPITOL HILL NEWSPAPER

Washington, D.C., March 19, 2001 - Seventy-eight percent of people who read Roll Call - the leading newspaper for Members of Congress and Capitol Hill staff - recall seeing Beer Institute's "Antiquated Tax Ad", according to a recent study measuring the effectiveness of advertisements in that publication.

The ad, which is used in Beer Institute's beer tax rollback campaign, outscored ads from familiar airlines, financial institutions, and insurance companies, among others.

Beer Institute's "Antiquated Tax Ad" shows a picture of a beer recipe on a 4000-year-old Mesopotamian clay tablet with the tagline, "Beer Has An Ancient Recipe….And An Antiquated Tax To Go With It". There is a short description of the history of beer taxes, along with reasons why repealing the beer tax is beneficial to American beer drinkers.

Jeff Becker, president, Beer Institute, said, "We're extremely delighted to be recognized for an ad that supports one of our biggest legislative issues - rolling back the federal excise tax on beer."

The ad readership study, Ad-Q Studies, compares the effectiveness of the advertisements in Roll Call's publications. The respondents are selected on a structured random interval basis from the publication's circulation list, and Harvey Research, Inc. performs the study.

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For a complete copy of the study, please contact Lori Levy at Beer Institute at 202-737-2337.

Beer Institute, established in 1986, is the national trade association for the brewing industry, representing both large and small brewers, as well as importers and industry suppliers. The Institute is committed to development of sound public policy and to the values of civic duty and personal responsibility.

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