FRESNO, Calif. -- The American Pistachio Growers (APG) association is joining with Anheuser-Busch to promote the pairing of the snack and beer. Now through 2015, consumers buying pistachios can save up to $6 on the purchase of APG member-branded pistachios and a 12-pack or larger of Michelob Ultra.
This partnership between APG and Anheuser-Busch's Michelob Ultra recognizes the increasing number of Americans who are eating healthy and staying fit.
Beginning with the season of New Year's resolutions, the joint promotion will run through the National Football League playoffs and the Super Bowl; a time of many parties and gatherings. They have scheduled three additional promotional periods--the Fourth of July and Labor Day gatherings and kickoff of the fall football season.
"This is our first initiative at point of sale to identify and promote pistachios grown and processed by the hundreds of members that make up American Pistachio Growers. It is a strong nationwide rollout, with a leading retail partner, and more than 19,000 stores participating including supermarkets, mass market retailers and drug stores," said Judy Hirigoyen, vice president of global marketing. "This concept was tested successfully in a few states in 2014. Research continues to reveal the health attributes of pistachios and industry growth confirms they are a popular choice as more Americans are choosing nutritional snacks."
APG views the Michelob Ultra and pistachios partnership as a natural collaboration. The Michelob Ultra beer line has long been associated with numerous athletic contests including running and cycling events, PGA Tour golf tournaments and ATP Tennis. APG has teamed with several high-profile athletes including British pro cyclist Mark Cavendish, professional big mountain snowboarder and adventurer Jeremy Jones, pro sports team nutrition managers and is the official snack of USA Water Polo's men's and women's teams.
APG is a non-profit voluntary agricultural trade association representing more than 600 members in California, Arizona and New Mexico. Its goal is global awareness of American-grown pistachios.
Based in St. Louis, Anheuser-Busch brews Budweiser, Bud Light and Michelob among many other brands. The company is a wholly owned subsidiary of Leuven, Belgium-based Anheuser-Busch InBev.
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