FOAM AND FROLIC

This summer, beer makers sponsored a variety of sports activities and concerts, from beach volleyball and World Cup soccer to music festivals and an adventurer's round-the-world, hot-air balloon voyage. Millions of dollars are spent annually on contests, sweepstakes and giveaways, but do such events benefit the supermarket?Anything that creates excitement and generates traffic in the stores is good,

This summer, beer makers sponsored a variety of sports activities and concerts, from beach volleyball and World Cup soccer to music festivals and an adventurer's round-the-world, hot-air balloon voyage. Millions of dollars are spent annually on contests, sweepstakes and giveaways, but do such events benefit the supermarket?

Anything that creates excitement and generates traffic in the stores is good, said Lori Willis, spokeswoman for Schnucks Markets in St. Louis. The large number of

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