Promo Parade

Sam Adams Lends a Hand

During the month of October, for every case of Samuel Adams Boston Lager sold in Massachusetts and Rhode Island, 25 cents went towards Samuel Adams Brewing the American Dream, a philanthropic program created by The Boston Beer Company to provide financial support and services to low and moderate income entrepreneurs in the food and beverage industry. Distributors in Massachusetts and Rhode Island have also joined in to support The Boston Beer Company in the effort, offering to match the 25 cent donation in their respective distribution areas.

Participating distributors include Atlas Distributing, Inc. of Auburn, Massachusetts, Burke Distributing Corporation, of Randolph, Massachusetts, Commercial Distributing Company of Westfield, Massachusetts, Horizon Beverage Company of West Greenwich, RI, L. Knife & Son of Kingston, MA and Merrimack Valley Distributing Company of Danvers, Massachusetts. Earlier this year, The Boston Beer Company brewed a special beer, Samuel Adams Boston Brick Red, available on draft and only at bars and restaurants in the Boston area. For each keg of Boston Brick Red enjoyed throughout the City, the brewer made a donation of $4.

Michelob Snags Armstrong for ULTRA

Armstrong has signed a three-year agreement to become the brand’s new spokesperson and ambassador. As part of the agreement, Armstrong will appear in a new Michelob ULTRA television commercial titled “Little Bumps,” and he will make a cameo appearance in a second ad titled “Escalator,” both which are scheduled to air in 2010. Michelob ULTRA will also use Armstrong’s likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale.

Healthy Nestle

Nestle USA has joined a coalition of more than 40 retailers, food and beverage manufacturers and non-governmental organizations to launch the Healthy Weight Commitment Foundation, a national, multi-year effort designed to help reduce obesity – especially childhood obesity – by 2015.

The Healthy Weight Commitment Foundation will promote the concept of energy balance – balancing calories consumed as part of a healthy diet with calories expended by physical activity – to people in the places where they spend much of their time: to consumers in the marketplace, to employees through workplace programs and to children in schools. Members of the Healthy Weight Commitment Foundation have already committed $20 million to this joint initiative to raise awareness about the importance of balancing a healthy diet with physical activity, particularly among children ages six to 11 years old and their parents and caregivers. Participating companies are committing to build on existing efforts and will be making changes to their products, packaging and labeling to make it easier for consumers to manage their calorie intake while preserving or enhancing overall nutrition quality.

The Healthy Weight Commitment Foundation will expand the Healthy Schools Partnership to additional schools in Kansas City, Des Moines, Washington, D.C., Chicago and a tribal community in Iowa. The Healthy Schools Partnership integrates nutrition education and physical education through a school-based curriculum to help children develop life-long positive healthy habits. Nestle USA will also continue to support Healthy Steps for Healthy Lives, a program created to offer teachers innovative tools to educate students about good nutrition and physical activity. To date, more than 40,000 Healthy Steps kits have been distributed to teachers, reaching nearly one million children and their families.