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About The Battalion. (College Station, Tex.) 1893-current | View Entire Issue (Feb. 11, 1982)
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RUDDER AUDITORIUM HOURS: Mon.-Fri. 7 a.m.-lO p.m. Sat. 9 a.m.-G p.m. TICKETS AVAILABLE AT RUDDER BOX OKKICK, 845-1234 Spend Spring Break on the beach in Puerto Vallarta - FREEl • 4 days-3 nights in Puerto Vallarta, Mexico • March 15-19 • Round trip air transportatP • Accommodations at O’ • Round crip transfers uotel • Includes room ta^ rS lOnal • You must re ^near Class • You may -r visit • You rr or older • No It might be a nuclear sub or a billion dollar aircraft carrier. At the Norfolk Naval Shipyard, you can provide engi neering support for the maintenan.ce and testing of the most sophisticated technology in the world, with hands-on experience that will challenge your personal creativity, stimulate and en hance your engineering knowledge, and accord you a good measure of respon sibility on important projects. Our shipyard recruiter will be on campus on Located in the Tidewater, Virginia area, the shipyard is surrounded by a vast array of recreational and cultural activities. Just minutes away, the resort city of Virginia Beach hosts water activ ities of all types and descriptions. Also, the shipyard is just a short drive from the Blue Ridge Mountains with its spec tacular fall foliage and numerous winter ski resorts. Feb. 12, 1982 in the Placement Center. An Equal Opportunity Employw U.S. Citizenship required. Mrs. S.M. Peters Code 170.3 Norfolk Naval Shipyard Portsmouth, Virginia 23709 Call Collect: (804) 393-7340 Small Texas breweries confident of survival United Press International SAN ANTONIO — Small breweries in Texas say they are confident they can survive the dominance of national brands and avoid the fate of the more than 700 local and regional beer makers that have gone out of business in the past 50 years. Budweiser and Miller, which share 52 percent of the nation’s beer-drinking market, spend more on a single 60-second tele vision advertisement than the Spoetzl Brewing Co., brewers of Shiner Beer and the only inde pendent brewery in Texas, spends on advertising in an en tire year. Texas beer industry experts say those huge national advertis ing budgets have contributed to the demise of most hometown breweries: only about 40 breweries operate nationwide today compared to 750 in exist ence in 1933. “There has been for a num ber of years predictions that the brewing industry would reduce itself down in nature similar to the automobile or soft drink in dustry, with very few companies controlling most of the busi ness,” said Bill Monroe, vice president for marketing for Lone Star Beer in San Antonio. “In some sense, that’s coming true because many regional breweries didn’t know how to compete and went out of busi ness,” he said. “But regional brands today that have learned to compete against national brands in almost a David and Goliath type situation are doing well.” chased by General Brewing Co. of San Francisco in 1978. Monroe said Lone Star was stagnating in the spring of 1980 when it launched an advertising campaign humorously featur ing a giant armadillo and the slo gan, “the national beer of Texas.” The ads turned the company around, Monroe said, and resulted in a sales increase of more than 20 percent. “The regional brewers have got to realize they cannot com pete in the same fashion the na tional companies do, that we just don’t have the resources avail able,” Monroe said. Lone Star was stagnat ing in the spring of 1980 when it launched an advertising campaign humorously featuring a giant armadillo and the slogan, ‘‘the national beer of Texas. ” The ads turned the company around. Lone Star was an indepen dent brewery until 1977 when its stock was traded for stock of Olympia Brewing Co. of Washington. Pearl Brewery, also based in San Antonio and formerly independent, was pur- “With our appeal being ‘the national beer of Texas’, Bud with all their money and Miller with all their money cannot be identical to us with whatever they do with creative mar keting.” In the central Texas town of Shiner, population 2,100, the white brick Spoetzl Brewery has been standing a f ew blocks from the tiny downtown area since 1909. It is the last independent brewery remaining in Texas. Modernization of manufac turing equipment in the early 1970s increased Shiner’s pro duction ability, but the brewer; still produces only 40,000 bar rels of beer a year — about 500,000 cases. “What we produce here all year long some of the larger brewers would produce in two weeks,” L.K. “Speedy” Beal, sales manager for Shiner, said. “We have a better chance of sur vival today than we did 10 years ago, but it’s still a struggle." Beal said Shiner has survived because Texans have developed a pride in their “homegrown" brand. “People are looking for some thing in our beer they don’t find , in a national beer, and I guess that’s called character,” Beal said. “The trend is toward smai things because the giant indus tries have been turning the world around. Smallness takes you back to the time when America was being settled and every business was small.” Shiner Beer’s annual adver tising budget is about $40,000, and the bulk of that is spent for promotion at local events suchas chili cook-offs, bazaars and rodeos. In January, 6,000 cases of Shiner were shipped to Cali- ■ fornia for the brewery’s first venture out cvf state — except for the shipment of 5,000 cases to Nigeria several years ago. Lone Star also anticipates moving out of Texas, but only across the border into Shreve port, La., where a distributor will serve East Texas. Unlike the other two smai breweries in Texas, Pearl Beer distributes its product in about 20 states and attributes its sur vival to its success in the light beer market. Pearl, Shiner and Lone Star all agreed a trend toward re gionalization in America could help save the nation’s few re maining small breweries. Candidate loses bid to have gold, silver used as payment United Press International AUSTIN — Republican Eric Samuelson, who contends the U.S. Constitution authorizes only gold or silver coin as valid payment for debts, lost a hid Wednesday to have the Texas Supreme Court rule on whether his $ 1,500 filing fee for the gov ernor’s race could be paid in paper money, checks or bullion. Samuelson said in his petition if he lost the case, he would with draw from a race against Gov. Bill (dements in the GOP prim ary . He lost. He had asked the court for permission to file legal briefs and make arguments before the court contending that the U.S. Constitution provided only for gold and silver coin as payment of debt. We really are hiring. Top Technical Graduates Have you wasted time interviewing with companies that came to your campus with no intention of hiring — companies that sent rejection letters to everyone they talked to, or maybe even cancelled the interview the day before it was scheduled? We don’t think it’s fair. That’s why the Equipment Group of Texas Instruments wouldn’t offer interviews unless we had something else to offer, too — CAREERS. We’re as serious about hiring as you are about getting started in the business world. We’re looking for engineers and computer science graduates to work on hundreds of small projects involved with government electronics at our Dallas, Austin and Sherman, Texas locations. If you’re interested in state-of-the-art design, manufacturing or software development, drop by and talk to members of the Equipment Group (check our schedule with the Placement Office). If you miss us on Campus, send your resume to: Rich Rollins/Box 226015, M.S. 3186/Dallas, Texas 75266. Or call Rich, Bryan, Tom, Ed or Bobbie about opportunities with the TI Equipment Group: 214/995-1294 (call collect). “U.S. Citzenship required” Texas Instruments INCORPORATED An equal opportunity employer M/F