Anheuser-Busch is spending $60 million this year to launch Bacardi Silver, its newest entry in the flavored malt beverage market.
In addition to a major television campaign, a portion of the budget will go toward Bacardisilver.com, where the company hopes to capture demographic data about its customer base.
The site, which went live earlier this month, offers merchandise and prizes branded with the Bacardi bat logo. Site visitors also will be invited to enter a sweepstakes. But unlike many online registration forms, because of the product in question,
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