page 8
daily nebraskan
friday, february6, 1981
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THE GREAT AMERICAN BEER SWITCH
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48 of 200 loyal
Budweiser drinkers
also prefer Schlitz
Schlitz' impressive showing
against Michelob wasn't the
first time loyal beer drinkers
picked Schlitz ver their brand.
Results were similar in earlier
tests against number one sell
ing Budweiser.
In a live TV taste test con
ducted just before the second
half of the OaklandHouston
playoff game, 46 out of 100
loyal Bud drinkers preferred
Schlitz over their own beer. A
week later, 100 more Bud
drinkers were tested. This time
50 -exactly half-pulled the
switch for Schlitz.
All in all, 48", of the loyal
Bud drinkers tested liked
Schlitz better. Prior to the test,
the panelists had signed affida
vits affirming that Budweiser
was their beer. Most of them
seemed confident that Bud
would be their choice in the
test. At least 48", left with a
new outlook and some, per
haps, with a new beer.
"I was confident"
states Schlitz Chief
Frank Sellinger
The results of the taste
tests were not unexpected for
Schlitz Chief Executive. Prank
Sellinger.
"Stme people thought it was
risky to do live TV taste tests
in front of millions of people'.'
says Sellinger. "but it didn't Uike
nerve, it just took confidence'.'
Sellinger. a master brewer
for 40 years, has helped brew
s me f the w rld's finest txvrs.
Since joining the company
three ye.irs ago. he has con
centrated on making Schlitz
the best premium beer on the
market.
"They brought me here to
brew the best'.' savs Sellinger.
"And this Schlitz is it!'
It seems quite a few of the
Bud. Miller and Michelob
drinkers tested agree.
" 1 "J " l"'''''J'"
It was Schlitz rs. Michelob Beer and fonner SFL Referee Tomtnx Bell called
score fur Schlitz in the live T ' taste test.
the
50 out of 100 Michelob
drinkers pick Schlitz
on live Super Bowl TV
100 million fans watched as
Schlitz t(X)k on Michelob in the
finale of "The Great American
Beer Switch!' The dramatic test
was conducted live during half
time of the Super Bowl game.
The huge audience wit
nessed 100 loyal Michelob
drinkers chmse between two
unlabelled beers their own
Michelob and today's Schlitz.
The outcome proved a surprise
t( many Michelob drinkers wh
found themselves preferring
the taste of Schlitz over the
taste of Michelob.
Each of the 100 loyal
Michelob drinkers was served
two beers, one Schlitz and one
Michelob, in unlabelled ceram
ic mugs. Tasters were told to
indicate a tie, or make a choice
by pulling an electronic switch
left or right in the direction of
the beer they preferred. To in
sure fairness, the testing was
conducted by a leading inde
pendent consumer researc h
firm. The results were vali
dated by another top statistical
research company. Klrick and
Lavidge. Inc.
Before the test, the Michel b
drinkers probably thought they
would pick their own brand. A
;t of them seemed surprised
as they watched the number
of Michelob drinkers who pre
ferred Schlitz flash up for na
tional TV.
200 Miller drinkers
tested: Schlitz is
preferred by 37
In the weeks following the
impressive showing against
1 Budweiser. Schlitz went
head to head against another
leading beer Miller.
In two taste tests appearing
n live televisi n. a t tal f 200
loyal Miller drinkers were
asked to choose between their
beer and Schlitz. Again, a sig
nificant number of Miller
drinkers decided their beer
was second best and pulled the
switch for Schlitz.
leer fans surprised at choice of Schlitz
Panelists who decided their
beer was sea nd best and chose
Schlitz expressed surprise.
Similar reactions have been
registered in other taste tests
across the country.
"I honestly selected the beer
I preferred and it wasn't Miller."
admitted Miller drinker. Albert
Gual ano.
"I'm genuinely surprised'.'
exclaimed Guy D'Anne. "I
thought Bud was better but I've
been proved wrong'.' "Schlitz
has much better flavor than
Miller, and it goes down easier,"
attested Bill Weber, "I could
drink it all night!'
Panelist Bernie Felsbit
summed up the reaction of
many of the Bud, Miller and
Michelob drinkers when he
said, "There may be a new
beer in mv future!'
Do it yourself-try the "Great
American Beer Switch" test
This test requires tyvo iden
tical mugs, a Schlitz and your
regular beer, at equal tempera
ture. Libel the mugs 'T and
"2" so the taster won't know
which beer is which. Pour the
beers t equal heads ut f the
taster's sight.
To ensure that the choice is
made on taste alone, serve the
beer in non-transparent mugs
r have the taster dose his eyes.
Now let the taster sample both
of the beers and chmse the one
that tastes better. Now vou
taste both beers yourself. Did
you pick your regular brand!'
Or todav's Schlitz.'
pE ft j
-7 i if fr-'Jt
t I I t?l
J ' - I I
htyal Michelob d tinkers chose between unlabelled muis
nt their Mich lob and Unltix's Schlitz.
