Brewers need to get consumers to try new products while retaining their interest so that they can win back lost ground from wine and spirit makers, says Lex, in the Financial Times. The column says brewers have only recently adopted modern marketing, although they are now trying to outdo each other when it comes to gimmicks. It sys the problem is nobody knows whether this will pay off. It says even the most successful attempts to revive failing brands in mature markets are incomplete, such as SABMiller’s US franchise. Financial Times 15/10/05 page 14 (Lex)