Constellation Brands Inc., Chicago, announced that internationally-renowned soccer players Clint Dempsey and Miguel Layún will serve as brand ambassadors for Modelo Especial, a pilsner-style lager brewed for 90 years in Mexico. The brand, which recently became the second most imported beer in the United States, has partnered with Dempsey and Layún as part of its summer marketing campaign, which began this month and centers around the sport of soccer.
Brand expands through Summer Best Tasting Light campaign
June 3, 2015
Heineken Light, a brand of Heineken USA, New York, N.Y., announced that this summer, the brand’s Best Tasting Light 360 degree program will inspire LDA+ shoppers to set a new standard for their summer gatherings by choosing Heineken Light as their go-to light beer, the company says. National TV, digital and web activations, social support and retail and on-premise activation will help shift the light beer conversation back where it belongs – taste – to drive trial and incremental sales of superior tasting, higher margin Heineken Light, it says.
As the summer approaches, it looks as though people are getting ready to relax in the sun with a cold cocktail. In Beverage Industry’s April New Products poll, readers voted Daily’s Cocktails as, by far, the top new product release on www.bevindustry.com throughout the month.