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Steinlager sponsors America's Cup yacht.

Steinlager has signed a sponsorship agreement with the 1992 New Zealand Challenge for the America's Cup races.

"We believe the Steinlager sponsorship of the New Zealand Challenge is a natural extension of the brand's involvement in sailing," stated Barry Marek, Steinlager brand manager. "Steinlager has firmly established itself as an international brand through a number of high profile sporting involvements. These sponsorships provide a marketing springboard into international markets."

"As part of the overall brand strategy, we've targeted events that are representative of New Zealand's culture and prominence," said Jim Robertson, New Zealand Breweries' vice president of sales. "American consumers equate sailing with New Zealand which makes Steinlager's sponsorship of the New Zealand Challenge a natural fit that will help achieve brand loyalty."

The brand's first sailing involvement was with New Zealand's America's Cup challenge in Perth in 1986-87. As direct result of Steinlarger's sailing sponsorships, Marek noted, Sweden now sells more of the brand than any other country outside New Zealand.
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Title Annotation:1992 New Zealand Challenge for the America's Cup
Publication:Modern Brewery Age
Date:Feb 17, 1992
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