Beer Companies Kick Off New Year With New Retail Programs

NEW YORK -- Beer and sports have always gone hand in hand, and this year is no different with several beer companies kicking of retail programs for their brands to tap into sports fans.

Heineken is offering adult consumers the chance to win Heineken's Ultimate Viewing Party experience in Las Vegas for the Super Bowl on Feb. 5. Heineken's Viewing Party retail program includes multi-format display pieces and enhancers, football-themed point-of-sale (POS), and instant and mail-in cross merchandising offers (where legal) on game day snacks. It is geared to drive consumers to retail stores to purchase Heineken or Heineken Light and enter for the chance to visit their favorite destination for Heineken's big game bash.

"Football is a key occasion for at-home entertaining and beer is an integral part of the celebration," said Andrew Freeman, trade marketing manager, Heineken USA. "Our Heineken Ultimate Viewing Party program has been developed to help retailers dress up the store, encourage cross merchandising and drive impulse purchases of import beer that delivers a higher profit margin. It also provides our Man of the World consumer with an exceptional drinking experience to share within their own peer networks."

Tecate beer is also launching a national retail program to celebrate football. It includes bilingual-themed POS material with the slogan "For those who Celebrate like Champions" and cross-merchandise promotions at on- and off-premise locations through February.

"Over the last few years, we've seen Hispanics' interest in football grow exponentially, and in fact three million more Hispanics tuned in for last year's final game than for the World Cup Final. We understand that Spanish- and English-speaking Hispanic men have an appreciation for the character, vitality and talent of the athletes on the field, and we want to make sure that Tecate is a part of that celebration," said Felix Palau, vice president of marketing for Tecate. "Tecate's football retail program will complement our long-standing support of boxing, which allows us to connect with adults in another forum con carácter."

The bilingual POS materials, including table tents, price cards, cooler decals, pole toppers and posters, prominently feature a Tecate-red football helmet and product shots of a Tecate bottle and can. Additionally, Tecate will offer adult consumers instant and mail-in discounts worth up to $35 off championship viewing party essentials, such as snacks, meat and bottles of distilled liquor, with the purchase or two six-packs or one 12-pack or larger of Tecate or Tecate Light (where legal).

Also getting into the sports arena is Pabst Blue Ribbon through its new multi-year relationship with Professional Bull Riding. As the exclusive beer partner of the organization, the beer company will have signage at all Built Ford Tough Series events, where the iconic Pabst Blue Ribbon Tall Boy will be integrated throughout the arena. Professional Bull Riders will also introduce the first "Pabst Blue Ribbon Bull Award," which will recognize the outstanding bull performance at each event based on athleticism, strength and speed.

In addition, Pabst Blue Ribbon will host the "Pabst Party Zone," an exclusive fan experience that will give attendees in eight key markets the opportunity to go behind the scenes with the Professional Bull Riders, including access to upgraded seating and rider autograph sessions, and meet-and-greets. The Pabst Party Zone will launch this weekend in Anaheim, Calif., and continue in Portland, Ore.; Atlanta; Houston; Arlington, Texas; Detroit; San Antonio; and Nashville, Tenn., with fans being awarded entrance at random after signing up via SMS text and at Pabst Blue Ribbon activities booths.

"We know that bringing together one of the fastest-growing beers with one of the fastest-growing sports will result in fun and original opportunities for the brand as well as our consumers, and we're looking forward to that synergy," said Evan Metropoulos, co-owner of Pabst Brewing Co.

Beer is also a go-to choice for consumers when celebrating holidays and to mark Chinese New Year, Tsingtao Beer is running a 2012 "Year of the Dragon" on- and off-premise promotion through February.

For the off-premise, Tsingtao offers a variety of 2012 "Year of the Dragon" POS items including two-sided display screens (in English and Chinese), display toppers, lantern danglers, basewrap, pennant strings, display cards and wall calendars. On-premise accounts can decorate their establishments with two-sided display screens (in English and Chinese), lantern danglers, pennants, coasters and wall calendars.