Beverage Stories

Sponsor Profile

Inside Barefoot Wine’s Sponsorship Strategy

Inside Barefoot Wine’s Sponsorship Strategy

Nation’s best-selling wine credits sponsorship with playing a critical role in the brand’s success

New Sponsor

A Good Pairing: Thorny Rose Partners With Music

A Good Pairing: Thorny Rose Partners With Music

Constellation Brands partners with Lollapalooza and other music properties to promote new wine to Millennials

One-on-one

A Global Party: Inside Diageo’s Approach To Sponsorship

A Global Party: Inside Diageo’s Approach To Sponsorship

Director of global sponsorships Gary Carey discusses the beverage giant’s two-tier approach to sponsorship, what properties need to do better and other topics

Who Does What

Who Does What: Energy Drinks

Who Does What: Energy Drinks

Coca-Cola and PepsiCo retrench, but other players expand portfolios to promote new line extensions and support double-digit growth

Adding Value

Keeping It Fresh: New Inventory Key To Budweiser-MLB Renewal

Keeping It Fresh: New Inventory Key To Budweiser-MLB Renewal

Beer giant keeps 33-year-old relationship fresh with presenting status of inaugural Wild Card Games and MLB Opening Week

Strategy

Grolsch Uses Independent Film To Connect With Creatives

Grolsch Uses Independent Film To Connect With Creatives

Dutch brewery expands year-old Grolsch Film Works initiative to connect with creative professionals and reach new audiences

Category Update

Sponsorship Perks Up In The Coffee Category

Sponsorship Perks Up In The Coffee Category

New product introductions and increased competition drive new activity on behalf of established and upstart players

Sponsor Profile

Dr Pepper Snapple Group Partners With NFL Chicago Bears

Dr Pepper Snapple Group Partners With NFL Chicago Bears

Beverage underdog replaces The Coca-Cola Co. with seven-year deal; sponsorship includes title of team training camp

Strategy

Diet Coke Inks New Partnership with Tribeca Film Fest

Diet Coke Inks New Partnership with Tribeca Film Fest

Beverage giant aligns with film festival to support Stay Extraordinary brand campaign; activates with stealth marketing initiative

One-on-one

Heineken’s Top Shelf Approach To Sponsorship

Heineken’s Top Shelf Approach To Sponsorship

Global beer brand focuses on premium properties where it can enhance the attendee experience

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