When beer giant Anheuser-Busch wanted a PR campaign to promote its 2006 holiday beers to food and lifestyle writers, it looked to M. Young Communications to help with the effort. The five-month program included nationwide media outreach and press dinners in New York, Atlanta and Chicago featuring multi- course menus paired with Anheuser-Busch’s holiday beers. Each dinner featured one of Anheuser-Busch’s top brew masters, who each discussed the finer points of serving beer, from pouring techniques to pairing beer with food and to pairing beer with the proper glassware.