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In
June of 1991, the G. Heileman Brewery, announced the creation
of a new malt liquor called PowerMaster. While malt liquors
typically contain about 4.5 percent alcohol and other beers
contain 3.5 to 4 percent, PowerMaster would have an alcohol
content of about 5.5 to 6. The target market for PowerMaster
was Chicago.
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Knowing
that PowerMaster was scheduled for release in
Chicago, two clergyman from Chicago, Reverend George Clements
and Father Michale Pfleger of St. Sabina Church went to the
Heileman brewery office in La Crosse, Wisconsin to meet with
the brewery's president, Thomas Rattigan. The clergymen contended
that the new PowerMaster malt liquor with its high alcohol content
was being targeted to African American communities.
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