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    Bud Looks to Drive Beer Sales

    General Mills and Anheuser-Busch team up for impulse-driven promotion.

    General Mills and St. Louis-based Anheuser-Busch, have joined forces to offer consumers an integrated joint merchandising promotion that could allow consumers to receive up to 50 cents off Gardetto's, Budweiser and Bud Light products.

    "Gardetto's and Budweiser are a perfect match for this kind of promotion given their complimentary nature and premium ingredients," said Joe Trimble, assistant promotion manager. "There's a real opportunity to drive incremental volume by capitalizing on impulse purchases and increased ring."

    The instant redeemable coupon for Gardetto's 5.5 oz, 6 oz or 6.5 oz is delivered via tearpad attached to the Budweiser/Bud Light price card that is positioned on top of the display. The three Gardetto's flavors included in the promotion are original recipe, mustard pretzel and the Italian recipe blend.

    The promotion will run through the end of October.

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