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Bud hits the slopes with new sponsorship.

Anheuser-Busch, Inc., hopes the 1992-93 ski season will be one to remember as the Budweiser Ski Team takes to the slopes.

The team returns this year with three highly visible programs, which the brewer hopes will equate Budweiser with the sport of skiing.

"This is one of the most comprehensive promotions with which we've been involved," noted August Busch IV, vice president of the Budweiser brands. "The Budweiser Ski Team features something for the active skiers as well as avid spectators."

The first element of the campaign is the Budweiser Mogul Tour. During the eight-stop tour, the world's top mogul skiers go head-to-head, and are judged on speed, quality and quantity of turns, line, aerial maneuvers and overall performance.

The promotion's second element features Budweiser as the title sponsor of the adult NASTAR program. Last year, more than 200,000 skiers raced in the Budweiser Challenge, which uses a handicapping system to allow all skiers the opportunity to race against the nation's best.

Finally, Busch explained, the Bud Ski Team will sponsor the latest Warren Miller film," Steeper & Deeper." The movie features footage of "extreme skiers" taking to the slopes in Australia, Chile, Japan, Turkey, Europe and North America.

To support all phases of the campaign, on- and off-premise point-of-sale materials, featuring "radical" skiers and mountain scenes have been developed, Busch reported.
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Title Annotation:Anheuser-Bush Inc. sponsors the Budweiser Ski Team
Publication:Modern Brewery Age
Date:Nov 30, 1992
Words:222
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