Promo Parade


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 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 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.FANS TO CHOOSE THE NEXT ST. PAULI GIRL

Fans will have their say in choosing the St. Pauli Girl for the first time ever. St. Pauli Girl, the No. 2 selling German beer in the U.S., has partnered with Maxim Magazine to give more access to the St. Pauli Girl selection process, allowing fans to vote for the new German barmaid spokesmodel.

Fans will choose from four finalists who each bring the St. Pauli Girl barmaid to life in her own way, online at This marks the first time in the 31-year history of the St. Pauli Girl spokesmodel that the beer has opened the selection process to the public and will let fans actually select the St. Pauli Girl.

Each of the finalists participated in a preliminary photo shoot and fans will judge each finalist on her test shots and how well each represents the spirit of St. Pauli Girl as the next spokesmodel. Voting will run through November 10, 2008 and the new St. Pauli Girl spokesmodel will be announced in January 2009.



Beam Global Spirits & Wine, Inc. offers consumers gift ideas and recipes this upcoming holiday season with off-premise programming that includes holiday-themed packaging and point-of-sale displays. Festive holiday packaging, recipes and point-of-sale materials help make the holiday entertaining and gifting season easier for legal purchase age consumers.

COURVOISIER COGNAC is offering a Courvoisier XO Imperial gift set, which includes a 750 ml bottle with a backgammon set enclosed in a collector’s wooden box. 750 ml bottles of Courvoisier VS comes with two stem-less Courvoisier-branded glasses and recipes on the back of the gift set. Finally 750 ml bottles of Courvoisier VSOP come packaged with a Courvoisier-branded shaker.

JIM BEAM offers consumers a holiday gift carton with the purchase of a 750 ml bottle.

KNOB CREEK BOURBON will have a custom label available during special in-store promotions. Consumers can have a customized message printed onto this holiday-themed label.

HORNITOS TEQUILA commemorates the holidays with a gift pack that includes a 750 ml bottle of Hornitos Reposado Tequila accompanied by a flask and recipes. Hornitos is also utilizing holiday-themed danglers, case cards, table tents and napkins.

CANADIAN CLUB treats consumers to a holiday gift carton along with a “Damn Right Your Dad Drank It” 2009 calendar mail-in offer, pole topper and display.

MAKER’S MARK BOURBON offers consumers Maker’s Mark in a holiday-themed gift box. Point-of-sale displays, including pole toppers, case cards and shelf talkers, round out holiday programming for the brand.

STARBUCKS LIQUEURS will help consumers warm up this winter with a 750 ml bottle of either Starbucks Coffee Liqueur or Starbucks Cream Liqueur and a Starbucks branded coffee mug. AMSTEL LIGHT (AND TURKEYS)

Amstel Light announced a new Thanksgiving program called “Your Holiday, Your Twist” that offers consumers and retailers solutions and opportunities around the festive holiday.

The brand is offering a tiered Mail-in Rebate (MIR) (where legal) to consumers at grocery, drug and retail outlets during the month of November as consumers are stocking up for Thanksgiving. Consumers will be offered a MIR with the purchase of flowers and/or turkey and 12-packs of Amstel Light. MIR tear pads will be available on in-section and out-of-section displays and will include instructions along with recipes including fried turkey, couscous stuffing and praline pumpkin pie to help consumers put a personal twist on the standard holiday fare. Amstel Light flower wrap bags will also be available to help consumers dress up their floral gifts.

To help support the execution of the Amstel Light “Your Twist, Your Holiday” Thanksgiving program, Amstel Light is providing a range of POS and display materials that will make it easy for retailers to merchandise the program. Mega-display units, case cards, base wrap, dual-function tuck-ins and decals will be available to get shoppers attention while they peruse the beer aisle, butcher section or pass through the floral department.



Grande Absente, Absinthe Originale, is available in a unique holiday gift pack. The holiday gift pack includes a 750 ml bottle of Grande Absente, a signature hand crafted and painted cocktail glass and a one-of-a-kind absinthe spoon. Each glass is painted with the green fairy amongst the wormwood plant from which Grande Absente is made.

Grande Absente, Absinthe Originale is now available nationwide for the retail price of $70.


Viridian Spirits LLC, the owners and importers of Lucid Absinthe Supérieure, released a limited edition Holiday Gift Set. The set includes one 750 ml bottle of Lucid, two vintage style absinthe glasses and one vintage style absinthe spoon.

The holiday gift set will be available at high end liquor stores nationwide for a suggested retail price of $59.99.