SIMPSON STAMPEDE
Stampede Light Beer has announced a partnership and investor relationship with Jessica Simpson. Started by a fitness expert and former Anheuser-Busch marketing employee, Lawrence Schwartz, and formulated by the late Dr. Joseph Owades (the creator of the first-ever light beer in 1967 – now Miller Lite), Stampede Light has drinkability and marketing appeal that speaks directly to a healthier consumer. As a small but aggressive start-up, Stampede Brewing Co. was looking for a global icon that represented its core values: healthy living, individuality, and personal responsibility. Stampede Light is infused with B vitamins, folic acid, and folate. Simpson will receive a 15 percent stake in the company as an investor.
DOS EQUIS LAUNCHES VARIETY SHOW TOUR
Dos Equis launched “The Most Interesting Show in the World Tour,” an upscale, offbeat variety show and tour inspired by the award-winning The Most Interesting Man in the World campaign. The MISW tour features performers from around the world, including aerial performers, Japanese robotic dancers, acrobats, fire jugglers, Russian dancers and French burlesque singers, to create a show experience worthy of its name.
The MISW made its first tour stop on Oct. 8 in San Diego and the show’s dazzling array of performers will travel to 14 cities across the country, including Los Angeles, Chicago and Austin. The incomparable Jim Rose, famed emcee of the “The Jim Rose Circus” sideshow and a man well-known for his own eccentricities, will serve as the host.
The MISW is written and produced by Randy Weiner and New York-based Weiner Entertainment Group. Weiner, creator of “The Donkey Show” and “Beacher’s Madhouse,” is a managing partner of The Box, one of New York City’s hottest performance venues.
The MISW tour will be supported by national and local print, radio, as well as regional in-market promotions.
CROWN ENCOURAGES PAIRING FOOD WITH BEER
Crown Imports’ “Beer Kitchen” program runs in off-premise accounts in September and October 2008, and draws on the popular trend of pairing beer with food.
“Beer Kitchen” features “The Art of Cooking and Pairing Food With Beer” recipe booklet, which offers recipes and beer pairing ideas that complement the Crown Imports portfolio of premium imported beers.
To supplement to program, the Crown portfolio has teamed up with food partners to offer coupons and encourage incremental grocery sales.
“Beer Kitchen” easel cards with booklet holder are available to attract consumers to Crown Imports Beer displays.