Initial qualitative research on Colt 45, Breaker and Schlitz malt liquor

Date of publication: August 1, 1977

Abstract:

The objectives of this research were to undertake a preliminary investigation into the attitudes and motivations of male drinkers of malt liquor to Colt 45 and Breaker, as a basis for considering a launch of Schlitz malt liquor in the UK. 

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