Subject Index
 

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...

In a highly competitive market, where beer sales were falling due to the introduction of laws banning smoking and dancing in bars, New York beer brand, Rheingold, targeted ultra hip consumers with unc ...

The study explains that the brand was in serious decline. The basic objective was to return it to its former position as the leading New York beer. This had to be achieved with a budget of only $400k ...