Beverage Stories

Category Update

Spirited Competition Prompts More Vodka Sponsorships

Spirited Competition Prompts More Vodka Sponsorships

Spirits marketers increase use of sponsorship to gain a point of differentiation in increasingly competitive category

Activation

Pepsi Uses New Technology To Take MLB Activation To The Max

Pepsi Uses New Technology To Take MLB Activation To The Max

Baseball-themed TV spots the first to utilize social media app to offer product coupon

Category Update

Ready-to-drink Tea Category Sees Big Gains; New Partnerships May Be On Horizon

Ready-to-drink Tea Category Sees Big Gains; New Partnerships May Be On Horizon

Lipton and Sweet Tea brands sign new deals in the fastest-growing beverage segment

Beverages

Bottled Water Sales Drive Thirst For New Sponsorships

Bottled Water Sales Drive Thirst For New Sponsorships

Mature and upstart brands seek new opportunities as consumption rebounds

Adding Value

New And Future Events Play Pivotal Role In Molson Coors’ NHL Deal

New And Future Events Play Pivotal Role In Molson Coors’ NHL Deal

NHL’s willingness to create additional assets plays key role in securing blockbuster agreement

Sponsor Profile

Will New Coke Structure Yield New Sponsorship Spending?

Will New Coke Structure Yield New Sponsorship Spending?

New sales and operations group—Coca-Cola Refreshments—signs first partnership

Motorsports

Motorsports Spending Up; Coke Discusses Racing Strategy

Motorsports Spending Up; Coke Discusses Racing Strategy

IEG SR projects 4.2 percent increase in sport’s sponsorship dollars for 2011

Category Update

Tequila Brands Take Shots At Sports And Event Sponsorships

Tequila Brands Take Shots At Sports And Event Sponsorships

Spirits category sees increased activity as more brands enter market and spur competitive spending

Strategy

New Water Brand Puts Sponsorship Elements In Place

New Water Brand Puts Sponsorship Elements In Place

Refreshing Ideas’ h20 looks to boost awareness and gain additional sales outlets

Strategy

SoBe Back In The Market For Partnerships

SoBe Back In The Market For Partnerships

PepsiCo brand signs first of what could be series of nontraditional marketing deals with content provider CollegeHumor

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