Printer Friendly

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.
COPYRIGHT 1992 Business Journals, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Anheuser-Bush Inc. sponsors the Budweiser Ski Team
Publication:Modern Brewery Age
Date:Nov 30, 1992
Previous Article:Brandevor might produce Champion brew for Marriott.
Next Article:Holsten now brewed for South Africa.

Related Articles
Budweiser rings in holidays with promos.
A-B broadens internatioal marketing efforts.
Elsa Benitez.
Anheuser-Busch will offer same-day beer.
Brewers focused on potential of China.
Anheuser-Busch to sponsor Beijing Olympics in 2008.
Miller begins new wave of attack ads.
Budweiser won't be the only beer at World Cup matches.
Anheuser-Busch mixes up new concoctions.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters