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The saga of Box Bear is one of the truly revered legends of our great industry.

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Who would imagine today that it all began on a scorched desert floor where heat,

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exhaustion, and unbearable thirst threatened to ring the curtain down on

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yet another hapless victim. But the curtain was going up for this man, not

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down. An oasis emerged suddenly, an oasis complete with the promise of relief for

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burning thirst.

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A promise that quickly dissipated into the wretched sand.

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And there was no more to take its place.

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Here that indomitable spirit that we have all come to know and respect took

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command and turned adversity into triumph. Triumph that had to be shared

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to be realized. As incredible as it must seem today, this is how the world-famous

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Box Bear sand filtration was discovered. Then and there a pact was made, a

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clear breakthrough to the world. On this historic spot, our founding fathers

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dedicated themselves to the relentless pursuit of perfection in the brewing

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art.

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Some of the most auspicious developments have had modest beginnings. So it was at

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Alamogordo, so it was in this modest establishment. The formula for Box Bear,

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even in the relatively crude environment of its inception, was as precisely and

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scientifically controlled as the consummate skill of the master brewer

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could make it. No expense was spared in obtaining the finest Washington hops,

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Chinatown rice, and Georgia grits. Brewing heat was controlled within minute

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tolerances.

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And of course, box cleanliness was observed even then. Together our founders

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worked their special magic into their pilot brew, mixing, matching, sampling, and

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meticulously timing and aging each batch.

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Even that first Box Bear packaging line expressed its own kind of automated

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perfection. Line speed was precisely variable to match production output. The

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unique secret of sand filtration was carefully worked into the filling flow so

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that each precious drop of liquid received its full benefit from contact

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with those minute desert diamonds.

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Pure water, that vital ingredient of beer, normally in acutely short supply in

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the desert, was produced by an ingenious adaptation of modern science to an

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unlikely locale.

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Often in those days, the process got somewhat out of bounds, but the partners

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persevered and soon there was enough Box Bear to begin distribution.

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The course they took in defining their market, evolving their strategy, and

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channeling their distribution became a textbook example of modern marketing

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science in action.

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The first employee of this fledgling enterprise was that master of mass

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persuasion, the advertising man. Media were selected with great care to assure

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maximum penetration in each segment of the beer drinking market.

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Advertisements were designed to tailor the box message to the precise measure of

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every segment of the consuming public. Each advertising area has its own special

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problems and its own special opportunities. The Box Bear attitude has

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always been to keep abreast of what the best of our competition is doing and

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improve upon it.

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Much of the credit for the early success of Box Bear must go to the efforts of

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our first sales representatives. From the beginning, theirs has been a special

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breed. Knowledgeable, resolute, resourceful. Box men all the way.

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Ultimately, it is in the marketplace that the beach heads are established and the

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competitive battles are won and lost. Box Bear's first battle in the marketplace,

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as with any new product, was for shelf space. Space securely held by established

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competing brands. It is axiomatic, however, that space can always be made available

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for the superior product. Such are the rules of the game in our system of free

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enterprise. A system that the makers of Box Bear have always supported day and

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night.

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With marketing, advertising, and selling jobs done, and done well, the returns

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began to come in for Box Bear in a big way. To say that they were beyond our

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ability to contribute both to their ingenuity and to their innate modesty. As one of

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them so succinctly put it at the time, you just can't keep a good beer down. To cope

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with burgeoning demand, new, larger facilities were required. And this expansionist

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pace has continued unabated. Today, the home of Box Bear is an industry showplace where

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the technological marvels of continuous production are watched over with the same meticulous

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personalized care that prevailed in Box's original one room plan. But the practice of

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brewing wizardry on such a mammoth scale needs something beyond technological marvels. It

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needs the ministrations of special people, each with his own brand of dedicated expertise.

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Financial well-being, for example, must be seen too by a man who never guesses, never

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assumes. And a man concerned not with price for its own sake, but with true value in every

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item purchased. Every progressive brewer needs a man to think and dream. A man inherently

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attuned to the big picture. Expeditious routing of output depends on precise knowledge of

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destinations and their myriad approaches. But the effectiveness of all of these experts

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would go for naught without absolute integrity of product quality. To the makers of Box Bear,

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a million dollar taste computer is a small investment indeed for the assurance of this

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integrity. We never forget that although we distribute Box Bear by the millions of

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barrels, it is consumed by the personal mouthful. And the intimate taste of each mouthful

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must match exactly the sublime sand nurtured bouquet of that first revealing taste of Box

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so long ago. Sophisticated electronic circuitry is highly capable certainly, but there is only

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one way to absolutely guarantee that the flavor of today's Box Bear exactly duplicates

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the taste of that original brew. We call it augmented electronics.

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Music

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Music

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Music

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Music

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Complete automation has long been an ideal aspired to by our industry. Complete automation

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at Box Bear has reached its pinnacle on the packaging line. Note the ease with which production

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has changed from bottles to our bikini line. Wait, that's not our bikini line. There, that's

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our bikini line. Automation ideal fully realized. Since packaging has proved itself repeatedly

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to be a highly valuable marketing tool, much of Box Bear's research and development effort

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is focused on packaging. In this vital area, we liberally avail ourselves of the ever ready

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advice and counsel of experts from Container Corporation of America. Their massive marketing

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experience and far ranging technical abilities produce such innovations as this single unit

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bottle carrier, a consumer convenience breakthrough shown here for the first time. There are occasions

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of course when an idea is ahead of its time. A primary concentration is on product diversification,

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a tremendously important activity to every progressive brewer. Box Bear's experts continuously

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conduct market tests for new products. Products like Box Beer Sickles for example, and Box Bear Shampoo.

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Music

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And at the other end of the personal scale, Box Bear Footbat. The list is endless, just

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as the challenge is endless. The challenge of keeping Box Beer ahead, whatever and wherever

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the application. The new 25-pack development demonstrates this truism amply, anticipating

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as it does, a little more demand by the consumer. There is also much to be said for this mobile

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marvel, the CCA Roller Pack. You just can't resist a package that comes to you. And here

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is the newest surprise from CCA, the inspired Geyser Pack. This development adroitly combines

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the basic compactness of structure with instantaneous discharge of contents, another dramatic consumer

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convenience feature certain to hit its mark. Nevertheless, the marketing potential of paper

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board packaging in the hands of a creative company is unlimited. And so the work never

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ends. For the top echelon no less than for the lower reaches of the Box Beer domain.

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Today this David who dared challenge the Goliaths of the brewing industry is itself a Goliath.

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Many say the Goliath.

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But even from the top, the view is not always rosy. There are those who, for reasons of their own,

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would undo the good that Box has done. But an enduring attribute of leadership is its ability

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to cope creatively with incipient adversity, even to the extent of converting resolute antagonists

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into zealots for the common cause.

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Such are the dimensions of high achievement, the rewards of purposeful perseverance, durable

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components that have fashioned one of the outstanding success stories of our times, the soaring saga of Box Beer.