More beer + health trend: Anheuser-Busch’s craft brand, Golden Road Brewing, announces multi-year sponsorship of USA Swimming

USA Swimming, the national governing body for the sport of swimming in America, U.S. Masters Swimming and Golden Road Brewing has announced a new multi-year partnership, marking the first-ever alcohol sponsorship for USA Swimming.

As part of the partnership, Golden Road will serve as co-presenting sponsor of VIP hospitality experiences at USA Swimming House and USA Swimming Live at next year’s U.S. Olympic Team Trials in Omaha, Neb. The brewery will also hold activation rights in the Toyota Aqua Zone and serve as presenting sponsor of the “Last Session Show” and the Golden Goggles red carpet show. In a unique extension, Golden Road will also implement an athlete support program that provides financial support to adult athletes, as well as industry exposure and professional training.

A former captain of the Yale University swim team, Gill co-founded the Los Angeles, California-based brewery in 2011 when she was just 25. In 2015, Anheuser-Busch bought Golden Road.

“My dream since I was a little girl was to spread the passion and excitement I felt for swimming with others. My second love, beer, happens to have the ability to bring fans together and add to the enjoyment of watching competition,” Gill said. “By chance meeting last summer at the Nationals, I realized USA Swimming’s leadership team had a big vision of taking the sport of swimming to new heights — so our teams have worked on a truly unique partnership to help drive excitement for fans and athletes leading into a major year for swimming on the global stage. I can’t wait to enjoy a Golden Road beer while watching my favorite swimmers compete for a spot in Tokyo next summer.”

Source: Craft Brewing Business

Why It’s Hot

Just last week we had a post on “Performance Beer” and discussed how beer + healthy lifestyle coming together is a trend. Here is further support of that.

 

The Wheaties Brand Extension Into Beer is Genius

The General Mills cereal brand Wheaties has made a supremely awesome move to get back into customer favor: extending the brand to beer. Partnering with the Minnesota-based microbrewery Fulton, “HefeWheaties” is a hefeweizen-style ale that will be marketed in 16-oz “tallboy” cans.

hefewheaties-hed-2015

Why Minnesota? Well, cereal and brewery are rooted in the Twin City. And as the story goes, the collaboration was borne out of a General Mills employee just having a close connection at Fulton.

For now the beer will only be available in Minnesota, but General Mills is not treating this like a stunt. If response is strong, the company may consider doing the beer in a bigger distribution.

Why It’s Hot

Beer is always a good way to grab people’s attention. And let’s face it, Wheaties hasn’t exactly been a cereal brand at the top of everyone’s minds these days. HefeWheaties was a smart, interesting way to get attention back to this legacy brand in and exciting fashion that brings interest by particularly younger audiences. And General Mills treating this as more than just a one-off shows the company is committed to smart business, not just PR.

via AdWeek