Press | Milwaukee Journal Sentinel - ''Huber Brewing makes 'big leap' into TV ads''

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huber brewing makes 'big leap' into tv ads

date >> july 2, 2004

author >> tom daykin

Huber Brewing makes 'big leap' into TV ads

Branch taps his foot in rhythm to playing the harmonica, while a Berghoff Original Lager bottle bounces on the stage. The bottle comes close to dropping off the stage before Branch rescues it, takes a drink off-camera and continues playing.

Both spots, created by Madison's Gunter Advertising agency, end with the tagline, "Nothin' else like it." The ads also showcase the newly redesigned labels for Berghoff, which is named after a historic German restaurant in downtown Chicago.

Knowles said the ads play on Berghoff's long association with blues music.

Since 1998, Huber has worked with the Monroe Lions Club to sponsor the annual Berghoff and Blues music festival in Monroe. This year's festival, scheduled for Sept. 17 and 18, has four blues acts.

Huber was founded in Monroe in 1845, three years before Wisconsin Territory became a state. Its main brands are under the Berghoff label.

Huber also makes Huber and Wisconsin Club beer, and a line of gourmet sodas under the Blumers label.

The company also does contract brewing, which along with increases in Berghoff sales has helped boost production from 48,000 barrels in 2002 to a projected 140,000 barrels in 2004, Knowles said. The production increase has brought an employment increase from 23 full-time workers in 2003 to 30 full-time and 12 part-time employees now, he said.

Huber is owned by the Weinstein family, which also owns Madison-based General Beverage Sales Co. and General Beer Distributors.

Joseph Huber Brewing Co. has launched its first-ever TV ad campaign that the small, Monroe-based specialty brewer hopes will drive sales for its Berghoff brand beers.

Huber is spending $500,000 for production and airing of the two spots, which debuted this week in the Madison and Chicago areas, said Gary Knowles, assistant vice president.

While a half-million dollars wouldn't pay for one Bud Light ad to air during the Super Bowl, it amounts to a major investment for Huber, which has annual revenue of around $5 million. Budweiser parent Anheuser-Busch Inc., the nation's largest brewer, posted more than $16 billion in sales last year.

"We're making a big leap," Knowles said. "It's just a great way to make a big impact."

Neither ad has dialogue. Each spot features a blues musician. Eric Sardinas, a Los Angeles slide-guitar artist, and Chicago's Billy Branch, a harmonica player, are seen jamming on their instruments with a Berghoff beer as part of the act.

Sardinas uses a Berghoff Famous Red Ale bottle as a sliding "bone" while playing the guitar.