Skyy Spirits’ 1800 Reposado tequila was featured
on a January episode of the Discovery Home Channel’s “Inner
Chef.” The show’s host, celebrity chef Marcus Samuelsson, is
known for creating unique cuisine, and his show is about helping homeowners
discover their own “inner chef.” In this episode, “Biker
Barbeque,” he helped biker Tom make a dish of Grilled Oysters with
Grilled Cocktail Sauce made with 1800 Reposado.
Budweiser sponsors swimsuit issue
Budweiser has signed on as the exclusive malt beverage
and alcohol promotional partner of the 2006 Sports
Illustrated Swimsuit Issue. It also will
partner with SI supermodel Molly Sims for exclusive point-of-sale and
promotional materials. As sponsor, Anheuser-Busch hosted the SI Super
Swimsuit Party in Detroit on Feb. 4, and the official issue release party
in New York City on Feb. 14. Budweiser will support the launch with
in-store promotional materials such as a stand-up display, table tents,
banners and a limited-edition poster featuring Sims.
The partnership is part of Anheuser-Busch’s
strategy of “big event” advertising. Anheuser-Busch is the
exclusive alcohol advertiser on 2006 broadcasts of the Super Bowl, the
Olympics, the FIFA World Cup and the Academy Awards.
Diageo last month featured the “Commercial
Bowl,” an online competition that allowed consumers to show their
love of Red Stripe beer by producing and submitting their own idea of what
a Super Bowl-worthy Red Stripe ad would look like. Participants were
required to set their amateur spots to the music of recording artist Ernie
Smith’s “Life is Worth Living,” and could submit their
commercials online. The grand prize winner won $5,000.
Saint Arnold Brewing Co., Houston, recently installed
its first 120-barrel fermenter, and to celebrate, the brewery is auctioning
off naming rights to the tank on eBay. The brewery has a tradition of
naming its fermentation tanks after saints who have connections with beer
through the ages, including St. Adrian, St. Brigid, St. Columbanus, St.
Dorothy, St. Edmond, St. Florian, St. Gall, St. Hildegard, St. Idesbald,
St. Jacobus, St. Lawrence, St. Matthew and St. Nicholas. This is the third
time Saint Arnold has given customers the opportunity to name a part of the
Jim Beam teams with No. 7
Jim Beam has renewed its
relationship with Robby Gordon Motorsports as a primary sponsor of the No.
7 Chevrolet driven by team owner and veteran driver Robby Gordon for races
during the 2006 NASCAR Nextel Cup season. In addition to sponsoring the No.
7 Chevrolet, Jim Beam sponsored Gordon and Team Dakar USA, the first and
only American team to compete in the Dakar Rally. The company will use its
sponsorship to promote the Jim Beam Racing drink smart initiative. In 2005,
Gordon donated $100,000 from a fund provided by Jim Beam to colleges and
universities to fund alcohol education programs such as Alcohol 101 Plus
from The Century Council.
Diet Pepsi stars in Super Bowl ads
Pepsi-Cola Co. followed
nearly two decades of Super Bowl advertising with this year’s Diet
Pepsi spots featuring P. Diddy and Jackie Chan. Two commercials for the
brand, along with a third for Sierra Mist, aired in the first and second
quarters of Super Bowl XL. “The Super Bowl offers the perfect
platform for a new Diet Pepsi campaign,” said Cie Nicholson, senior
vice president and chief marketing officer for Pepsi-Cola North America.
“This brand is an important fixture in our portfolio and we will
continue to look for opportunities to put it center stage.”
Miller incites World Cup Pasión
Miller Brewing Co. will celebrate World Cup 2006 with
Pasión 10 a Hispanic-targeted on-premise promotion that includes a
national sweepstakes, 24-ounce collectible cans featuring five of
soccer’s No. 10 players. It also features point of sale materials and
merchandise items such as a No. 10 soccer jacket, towels and bandanas, and
a soccer ball beer cooler. On-premise point-of-sale materials will include
themed banners, metal player takers, stand-up displays and table tents.
Beverage Industry’s November issue highlights the 100-year advocacy of the American Beverage Association and what’s next for CEO Katherine Lugar and a new plastics initiative, Every Bottle Back. This issue includes a special report on craft beer, an Up Close With feature on PRESS hard cider and what is sparking innovation in natural colors. Read more about how protein is powering up beverages and how warehouses are using WMS and WCS systems to streamline operations. As usual, the latest trends in new products, packaging and ingredients are highlighted.
Check back throughout the month for additional content.