Promo Parade

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.

STREET ART AND FINE WINE

Fine wine and street art may not be a typical combination, but Kenwood’s 30th Artist Series Cabernet Sauvignon brings them together on the wine’s commemorative label, featuring work by artist Shepard Fairey. The Kenwood Artist Series’ 2004 vintage is released in a year of political change and fervor with Fairey’s “Peace Woman,” specially commissioned by Kenwood for this anniversary edition. Shepard Fairey is known for his works which range from absurdist propaganda to clandestine street art and commercial projects. Fairey’s signature portrait of Andre the Giant is recognized in the OBEY campaign. The well-known “Hope” posters with the iconic Obama illustration strewn on walls across America indicate the prevalence that Fairey has created with his poignant images. Fairey’s work brings a fresh relevance and levity to the brand. The 2004 Artist Series stands out with a nose that exhibits black currant, Ceylon tea leaf and dark chocolate, followed by flavors of black currant, Italian plum, cocoa and spice which evolve in the glass. These intense flavors are complemented by a dense yet smooth palate that stays graceful through the lingering finish. While the 2004 Kenwood Artist Series Cabernet Sauvignon can be enjoyed now, fine balance and well-integrated tannins suggest it will develop impressively in ?the cellar for many years.

CELEBRATE IN STYLE

Corona Extra and Corona Light are partnering for ?the second year in a row with Robert Mondavi Private Selection wines this holiday season for the “Celebrate with Style” national chain grocery and drug store promotion. The promotion, which runs in November and December, includes $2.00 instant redeemable coupons or $5.00 mail-in rebate (in states where legal) with the purchase of one bottle (750 ml or larger) of Robert Mondavi Private Selection wine and Corona Extra or Corona Light (12-pack or larger). A selection of point-of-sale materials, including easel/tuck card and coupon tear pads is available to enhance store displays. Robert Mondavi will merchandise wine displays with neckers and a display rack that will include Corona holiday digital media. The promotion has been extended this year to include the convenience store segment, as it will include partnering with 7-Eleven stores.

ONE BOTTLE, ONE TREE

Trinity Oaks Vineyard, part of the Trinchero Family Estates portfolio of wines, has pledged to plant a tree for every bottle of wine sold over the next year as part of its inaugural One Bottle, One Tree campaign. One of the largest programs of its kind in the wine industry, Trinity Oaks has collaborated with Trees for the Future, a non-profit organization specializing in sustainable agroforestry.“With the ‘One Bottle, One Tree’ program, we plan on helping plant well over a million trees in the coming year,” said Bob Torres, Trinchero family member and Senior Vice President of Operations for Trinchero Family Estates. Trees planted as part of the One Bottle, One Tree campaign will help restore tree cover to tropical landscapes throughout Africa, Asia and Latin America, and effectively remove approximately 45,000 tons of CO2 from the Earth’s atmosphere each year — enough to offset over 4.5 million gallons of gasoline emissions.

PEPPERED GAMER

Dr Pepper and Major League Gaming (MLG) announced an expanded sponsorship under which Dr Pepper will launch a nationwide on-package promotion supported by an online experience built around #1 ranked MLG team, Str8 Rippin.?Starting in January 2009, DPSG will produce approximately 175 million Dr Pepper and Diet Dr Pepper 20-ounce bottles featuring Tom “Tsquared” ?Taylor, of MLG. Every promotional bottle will include a promotional code that earns consumers online tournament points at www.gamebattles.com in addition to chances to win prizes including Xbox consoles, television monitors, custom headphones and t-shirts. In addition to the new bottle design, a promotional Web site has been developed to include hours of content allowing fans to see and hear every aspect of Str8 Rippin and the competitive gaming lifestyle. This material includes game play strategy tips from the team and highlights from their 2008 season.