CHICAGO — From sponsorships to celebrations, beverage brands presented an interesting range of promotions to get their name in front of consumers this spring. Here’s a look at four campaigns that caught our eye …
Bud Light maintained a huge presence during the championship parade for NHL champions the St. Louis Blues. To help the Blues celebrate their first-ever Stanley Cup victory in their hometown, Bud Light introduced limited-edition bottles, featuring “Gloria Gloria” and “2019 Champs,” which the players were seen enjoying all weekend long.
On June 14, Bud Light hosted the Blues and their families at the AB Brewery to commence Gloria Brew, Bud Light brewed to the song “Gloria” by Laura Branigan, the Blues’ victory song.
During the parade, the Bud Knight joined defenseman Alex Pietrangelo and the Budweiser Clydesdales. And after the parade, the Bud Knight took the Bud Light Cup—an imitation of the Stanley Cup made entirely of Bud Light bottles—to local bars and provided free beer to fans 21 and over.
This summer, Coca-Cola Freestyle is inviting Americans to concoct their own signature beverage recipes—and potentially win $10,000—through its first Make Your Mix contest.
To enter, fans must do the following by June 30:
- Find a Coca-Cola Freestyle dispenser.
- Mix two or three of its more than 100 drink choices until they discover their perfect mix.
- Share their Coca-Cola Freestyle Mix on Twitter or Instagram with the hashtag #MakeYourMixContest.
A panel of Coca-Cola’s beverage experts will narrow the submissions down to five finalists, who will have their namesake mixes available for America to try on all more than 50,000 Coca-Cola Freestyle machines nationwide from Aug. 25 until Nov. 4. The mix that's poured the most (by volume) will win the $10,000 Make Your Mix grand prize and be announced in November.
Regatta Craft Mixers
Regatta Craft Mixers, a producer of premium craft-drink mixers, has entered a new multiyear sponsorship agreement with U.S. Sailing, the national governing body for sailing, which provides leadership, integrity and advancement for the sport in the United States. Regatta Craft Mixers is now the Official Craft Mixer and Ginger Beer of U.S. Sailing. This partnership will enhance the on-site experiences of participants at U.S. Sailing events, and it will support Regatta Craft Mixers’ ability to introduce and showcase their products to sailors and at yacht clubs and sailing organizations around the country, according to the company.
In March 2019, Regatta Craft Mixers, best known for its Classic Bermuda Stone Ginger Beer, debuted a range of new craft mixers, including Dry Citrus Sparkling Tonic, Regatta Royal Oak Ginger Ale and Regatta Pacific Sea Salt Club Soda.
Boxer Andy Ruiz Jr. made history June 1 by defeating the heavyweight champion of the world, making Ruiz the first Mexican heavyweight champion ever. And Estrella Jalisco is celebrating with exactly 268 pounds (Ruiz's weight) in beer. “Andy didn’t need a six-pack of his own to become the first Mexican heavyweight champ, but we thought we’d show him what 268 pounds with a six-pack looks like, Estrella style,” the brewer said. “As an authentic Mexican brand proud of our history and our people, we’re proud to celebrate this achievement, all 268 pounds of him.”