From the AB website:
On a national scale, Anheuser-Busch has secured national broadcast partnership agreements that solidify Budweiser’s position as the preferred beer of baseball fans around the world, as well as “Official Beer” sponsorships of 26 MLB teams to conduct local promotions sure to endear fans to their local ball club.
“For the past 130 years, millions of baseball fans each season enjoy America’s favorite pastime with a scorecard in one hand and a Budweiser in the other,” said Tony Ponturo, vice president, Global Media and Sports Marketing, Anheuser-Busch. “Budweiser and Bud Light will demonstrate our commitment to baseball and sports fans, and create excitement for the annual rite of spring, through engaging, interactive promotions, advertising and packaging.”
While I can say that I do enjoy Budweiser at the stadium, I can only enjoy a few, due to the fact they are thick as milkshakes and offer more calories then one. There is nothing better than the king of beers, or 12 at the ballyard, even if it costs you $70 to get a buzz.
This is pure marketing genius by the fine folks at Anheuser-Busch, because it allows even more connectivity with the fans of baseball. By agreeing to do a collectable set of aluminum bottles for 26 Major League teams, you have people that aren’t even beer drinkers that wanna somehow get their hands on this set. Just going after the sheer completists out in the world, Budweiser is going to make money, and by money I mean lots of $$$$$$$.
They also can of course target the vast majority of baseball fans that do like beer, which has to be many. These said fans will want to buy the limited edition cases with their favorite team’s logo on it. I must say, I would love to have a case with the Cincinnati Reds logo on the side of it. Talk about a conversation piece in a memoribilia room 30 years from now, if your liver is still holding up.
It does ring in some sentiments about irony, however. Anheuser-Busch is based in St. Louis, and the picture above featured on the AB website is of the St. Louis Cardinals. They have been involved in 2 pretty big stories this season in which a player, Josh Hancock, was killed in a single car accident while under the influence of alcohol. Also, the Cardinals manager Tony LaRussa was picked up for DUI after falling asleep at the wheel in spring training; at a stoplight. It just might not be the time or place right now to be marketing these things. My prediction? The show goes on, and Budweiser’s sales will do as well in–and out of the ballpark as they ever have. Overall a great idea by AB.