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4The Daily Tar HeelThursday, April 16, 1987
Uptown Deli and Restaurant
Delicious and Delightful!
Come in to see our 12 display case
of cheesecakes, cakes, tortes,
pies, strudel, cream horns and
Patti's popular sour cream chocolate squares
36 Deli Sandwiches
Hot Roast Beef
'new added attraction-the boboli"
r 1 i" i
- ' i
Our First Anniversary!
it i i
SATURDAY APRIL "
NAVAJO RUGS Arizona 0 OFF ' ;
Making light of their beer
women are drafted in the ads
By JOANNE GORDON
Beer has become co-ed.
Well, sort of.
A few years ago, beer advertise
ments featured the male bowler, the
woodsman opening a can on a
mountain top and the male athlete.
Now, every once in awhile, female
body builders are popping up.
In the midst of a market that still
generally appeals to the male drink
ing population, some beer advertisers
are beginning appeals to the women's
The women's beer market?
According to advertisers, the number
of women purchasing beef has
increased since the introduction of
light, low-calorie beers in the 1970s.
In fact, salespeople say that women
make up more of the beer market
than men. "Although there is not an
exact trend, it is safe to say that more
light beers are consumed by women
than men. Women tend to shy away
from heavier beers, like dark beer and
heavier imports," says Bill Hardy,
manager at Top of the Hill conven
. ience .store on South Columbia
Greg Midgette, assistant front end
manager of Food Lion at Eastgate
Plaza, has noticed an increase in
women who purchase beer. He says
approximately 45 to 50 percent of
female college students who are Food
Lion customers buy alcohol and 20
percent if those buy beer.
Both Midgette and Hardy say that
Natural Light, Miller Lite, Michelob
Light and Coors Light, which all
have fewer than 135 calories, are the
most popular brands among women.
So advertisers are beginning to
focus on women beer consumers?
Yes. And no.
Miller Brewing Co., the producers
of Miller, Miller Lite, Lowenbrau
and Miller High Life, target women
in their advertising audience, accord
ing to marketing spokesman Bob
Rotini says the movement of the
market towards women reflects
societal changes. Last year, Miller
recognized what they call the "gener
ational shift," especially the shift
towards co-ed competitive sports.
They conducted a national study, the
Miller Lite Report on Women In
Sports, which collected data on
women athletes who participated in
co-ed sports such as running, snow
skiing and bowling.
Miller has changed its advertising
direction to mirror this shift, accord
ing to Rotini. Two years ago, the
company added a female athlete to
its commercials. Miller featured Lori
Bowen Rice, a mother and a body
builder, defeating Oakland defensive
end Ben Davidson in an arm wres
Miller also tries to appeal to the
women's beer market with its Lowen
brau and Miller High Life commer
cials, according to Rotini. The pieces
feature couples in a picturesque
setting and the Miller Lite "Great
taste, Less filling" slogan.
Because light beers are lower in
calories, the advertising has implica
tions as a "diet" beer that also appeal
to women. Yet, according to Rotini,
light beer is not really considered
dietetic. "While light beer has fewer
calories, it has never been positioned
as a 'diet' beer."
As part of its advertising cam
paign. Miller also sponsors recrea
tional sporting activities for both
males and females.
Anheuser-Busch Co., Inc. also makes
its appeal to women through sporting
. events. According to Randy Meyers;
advertising executive for Michelob
light, Anheuser-Busch advertising
includes sport promotions for the
women's pro-ski racing tour.
However, Anheuser-Busch has
limited the amount of its advertising
that appeals to women to the skiing
promotion, because although many
women do prefer light beers, both
..males and females comprise the
market, according to Meyers. -
Similarily, the Stroh Brewing
company's marketers do not cater to
women beer drinkers and have no
advertising to appeal to women, said
Karen Witcha, marketing executive.
Eighty-five percent of all alcohol
drinkers are men who prefer beer,
according to Witcha. Therefore onjy
15 percent are women who drink
alcohol, and of that, only 5 percent
drink beer. Women, therefore, are
not a strong target audience for
Strohs, according to Witcha.
"Women are too small a market to
gear advertising to. . . the money is
in the men," she says.
Adolph Coors, Co. also targets the
beer drinking consumer from age 21
to 34 and focuses primarily on the
male consumer, according to a
spokesman from the company's
consumer hotline. Its advertising
perhaps reflects this bias. In Sep
tember of 1985, Adolph Coors began
a series of commercials which feature
four "unconventional" characters in
the "Silver Bullet" bar. The Silver
Bullet -campaign "recognizes that
people no longer live to work but
now work to live and enjoy life more
fully." a spokesman from the hotline
According to the spokesman, the
target age group wants a beer that
has "great taste but wont slow them
down," a quality that appeals to both
male and female consumers.
Coors Light advertisements also
feature an Indy Car driver, a silver
jet, the "Beer Wolf" at Halloween and
Elvira. All of the ads have a mas
culine appeal, according to the
remaps it will still be awhile until
women beer drinkers appear as a
serious market. Nevertheless, they
are getting noticed.
Are you a hopeless junk food junkie?
Learn a little about your favorites
By BOWEN VANDERBERRY
It's 3:35 p.m. and you still have
that dreaded Geology lab at 4 p.m.
left on your Monday agenda.
1 hat means you nave approxi
mately 23 minutes to hang out in the
Pit. What to do? The Pit Stop's
calling your name. How Tout some
fresh hot popcorn or a bag of those
ever-popular Cheetos? Or maybe
1 some ice cream from the bottom of
Lenoir sounds more tantalizing.
Whatever your fancy, there is a junk
, food to satisfy your cravings.
But where did all of this junk food
come from? Who came up with the
idea for a hot dog anyway? Here's
the history of some of America's
favorite junk foods:
Pretzels got their start in America
in the late J 600s,, (when , German
immigrants brbught'them over from 4
their homeland. But pretzels have
been around since the time of the
Crusades in Europe. They were
believed to represent a worshipper's
arms crossed in prayer.
Chewing gum also had early
beginnings: the ancient Greeks
chewed the resin from the mastic tree
and the Mayan Indians chewed
chicle, a gummy juice from the
sapodilla tree, which grows in Mex
ico and parts of South America.
But the potato chip is 100 percent
American in origin. A chef in Sara
toga Springs. N.Y., created potato
chips in 1853 to satisfy a guest who
wanted to have his french fries a little
thinner. These crisp, randomly curled
slices were dubbed "Saratoga Chips."
The fragile chips later posed a
problem for packagers. It wasnt until
the 1970s that the packaging process
took a radical turn from the tradi
tional tin and occasional plastic bag
,to the- metal, cylinder,, which- resem-.
bles - a tennis bafl tan. -This- was-
Procter & Gamble Co.'s solution to
the packaging problem. In their new
fangled canister they offered the
The traditional hot dog is also an
example of American ingenuity.
Germans introduced the first hot dog
to Americans, but they served it with
sauerkraut, potatoes and bread on
the side. It wasn't until Charles
Feltman, a Coney Island, N.Y.,beer
garden owner, decided to try the hot
dog in a bun that the idea really
caught on. In 19 16 Nathan Hand
werker, a former employer at Felt
man's place, gave the hot dog true
"fast-food" status. The customers at
his beachfront stand would line up
for miles to grab a "Coney Island,"
as the creation came to be known
in the Midwest and Southwest.
So whether you're studying history
or eating junk food, or studying
history while eating junk food, you
. can think.of, the stories behind some,
'of 'America's favorite junk foods'.