Beverage Stories

One-on-One

Inside Anheuser-Busch’s Evolving Sponsorship Strategy

Inside Anheuser-Busch’s Evolving Sponsorship Strategy

With a potential acquisition of SABMiller on the horizon, A-B places more focus on unique experiences, ownable platforms and digital content

Pro Sports

The Most Active Companies And Categories Sponsoring Rugby

The Most Active Companies And Categories Sponsoring Rugby

Retail is the most active non-endemic category sponsoring rugby, while Coke is the most active non-endemic sponsor

Sponsor Profile

Lagunitas Partners With U.S. Ski And Snowboard Association

Lagunitas Partners With U.S. Ski And Snowboard Association

Craft brewer replaces 20-year-old Anheuser-Busch partnership

Beverage

Perrier Says Oui To Music 

Perrier Says Oui To Music 

French sparkling water brand expands presence on the U.S. music festival scene, with a growing focus on social media activation

Retail

Slurpee Turns Up the Sponsorship Volume

Slurpee Turns Up the Sponsorship Volume

7-Eleven partners with six music festivals to drive Slurpee sales and promote 7Rewards loyalty program

Category Update

Wine Makers Uncork New Sponsorships

Wine Makers Uncork New Sponsorships

E. & J. Gallo, Jamieson Ranch and others sign new deals to build their brands, promote new products and engage millennials

Beverage

Inside Heineken’s “Dance More, Drink Slow” Campaign

Inside Heineken’s “Dance More, Drink Slow” Campaign

Beverage giant uses responsible drinking as the hook to enter the EDM waters

Beverages

More On Tap: Pabst To Expand Project Pabst

More On Tap: Pabst To Expand Project Pabst

Pabst Brewing Co. to expand Portland music festival into a national marketing platform after seeing success with inaugural event

Strategy

Straight Up: Inside Smirnoff’s Sponsorship Strategy

Straight Up: Inside Smirnoff’s Sponsorship Strategy

Vodka giant enters Formula 1 and doubles down on music, with digital content playing a starring role

Activation

Soft Drink Brands Use Sponsorship to Create Shared Value

Soft Drink Brands Use Sponsorship to Create Shared Value

Soft drink marketers maximize value by connecting properties and consumers in nontraditional ways

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