Beer

RSS

Information Resources Inc. (IRI), Chicago, released data detailing the sales lift of various food, beverage and consumer product categories that are most impacted by pre-game preparations and shopping sprees for the Super Bowl. 

Constellation Brands Inc., Victor, N.Y., announced several executive appointments across the organization to further bolster its business and support the company’s long-term growth strategies. 

As part of the Nielsen CGA joint venture, New York based-Nielsen and CGA Strategy, U.K., announced that Brand Index, a statistically robust, fully projected on-premise measurement for beverage alcohol clients, will be rolling out in two phases this year. 

A subsidiary of Heineken International BV, White Plains-N.Y.-based Heineken USA’s Heineken Premium Lager is pairing up with UEFA Champions League (UCL) and Major League Soccer (MLS) beginning March 1 for Heineken’s fully integrated, 360-degree retail and on-premise Soccer is Here program. The program encourages legal-drinking-age fans to choose Heineken for all of their soccer viewing activities, the company says. National TV, digital partnerships, social support, account activation and a consumer sweepstakes rewarding shoppers for every minute of every UCL and MLS match, will drive consumer engagement and increase consideration and sales of Heineken throughout the program, it adds.

Anheuser-Busch (A-B), the St. Louis-based subsidiary of Anheuser-Busch InBev, announced that for the 28th consecutive year it will serve as the exclusive category advertiser for the Super Bowl. On Feb. 7, the brewer will use the prominent advertising stage to spotlight Super Bowl veterans Budweiser and Bud Light, along with first-time Super Bowl advertiser Shock Top and returning Super Bowl advertiser Michelob Ultra, it says.