6 Beverage Promotions to Watch
By Hannah Hammond on Feb. 26, 2020CHICAGO — Consumers can win a free year of groceries, a trip to the Major League Soccer All Star game and more by participating in these beverage company promotions.
This roundup features five beer companies and one water company. Click through to see how the companies are driving customers to their brands …
Peroni
Italian import beer Peroni Nastro Azzurro is investing more in the brand in 2020 after the success of its “Birra Beautifully” marketing campaign in 2019, according to the Molson Coors Beverage Co., Chicago.
Peroni’s campaign will focus on its Italian heritage, high-end style and its classic blue and white stripes and signature music, according to the company. Two new ads will promote the beer on TV and online.
Peroni will also be the official beer of the 2020 ESPYs sports awards show.
Heineken
Heineken, White Plains, N.Y., is offering consumers a chance to win tickets to the Major League Soccer All Star game July 29 at Banc of California Stadium in Los Angeles. The promotion is supported with high-impact off-premise shelf, display and cooler merchandising at retail to drive awareness and encourage consumer engagement, according to the company.
Advertising materials will encourage consumers to enter for a chance to win by texting “SOCCER” to 77000.
Michelob Ultra
Michelob Ultra Pure Gold has launched a "six for six-pack" program to support organic farming. A portion of sales from each Pure Gold six-pack will help farmers transition 6 square feet of farmland to make it organic, New York-based Michelob Brewing Co. said.
The six-pack program is an expansion of a program launched in 2019 called Contract for Change, which offers three- to six-year transitional barley contracts with premiums for transitional and organic barley production.
"There's an imbalance between consumer preference for organic products and the amount of organic farmland we currently have in the U.S. to support this need," said Azania Andrews, vice president of marketing for Michelob Ultra. "The future of organic beer relies on more farmers converting to organic; we feel a responsibility to help provide choice and support to those who want to transition, so that together we can help farmers sustain and grow their business and provide consumers the products they want."
Sparkling Ice
Sparkling Ice, made by Talking Rain Beverage Co., Seattle, chose country music group Runaway June as its 2020 brand ambassadors. The trio from Nashville is known for its harmonic and inspirational country music.
The group will support the message of Sparkling Ice’s 2020 “Flavor for All” campaign, which features bold brand initiatives and a mission to celebrate inclusivity and individuality through each of its colorful flavors, according to the company.
“We are thrilled to team up with Runaway June to add some new flair to our brand this year,” said Chris Hall, Talking Rain CEO and maker of Sparkling Ice. “The breakout country trio embodies exactly what Sparkling Ice is all about, sharing the same values and characteristics that celebrate individuality, which you can hear through their encouraging and uplifting lyrics. We couldn’t think of a more synergistic partner for us this year, and we’re excited to kick-start a new decade with Runaway June.”
Dos Equis
Dos Equis, White Plains, N.Y., in partnership with Intersport will hold the third annual Dos Equis 3X3U National Championship April 3-5 in Atlanta. The three-on-three college basketball tournament will bring together the country’s best collegiate seniors.
The tournament will be broadcast on ESPN2 and streamed on Twitter. Thirty-two teams representing each Division I conference will participate, and they will play 64 games over three days, with a prize pool totaling more than $150,000.
Retailers can take advantage of a multichannel promotion through March featuring local activation, in-store merchandising, PR and media and locally relevant influencers, the company said. The integrated retail activation includes a text-to-win sweepstakes for a chance at a VIP basketball experience in Atlanta and cross-merchandising partnerships to drive trial and loyalty.
People can also participate in a “Perfect Bracket” promotion, in which consumers can enter their bracket predictions on a Dos Equis custom microsite. One winner will collect $2 million if he or she predicts the winners of all 63 games.
Yuengling
D.G. Yuengling & Son Inc., Pottsville, Pa., is celebrating food and beer.
The maker of Yuengling beers has partnered with celebrity chef and restaurateur Kelsey Barnard Clark. Clark and Sheryl Yuengling, a sixth-generation company family member and a graduate of the Pennsylvania School of Culinary Arts, will develop custom recipes that feature the bold flavors of Yuengling’s beers, including Yuengling Traditional Lager, Golden Pilsner and Oktoberfest.
The recipes can be viewed online. Fans can also enter to win an exclusive VIP dinner hosted by Clark and Yuengling and a year-long supply of groceries.