Adult Beverages

Anheuser-Busch Redirects Funds to Aid Coronavirus Fight

Regatta Craft Mixers, Other Half Brewing serve recipes for good
A-B COVID-19 Relief
Photograph courtesy of the Anheuser-Busch

Anheuser-Busch, the well-known beer brand and the country's largest sponsor of live sports and entertainment, announced it will redirect funds earmarked for promotion of its sports and entertainment events and marketing to nonprofit partners to respond to the COVID-19 public health crisis. The company says it's just part of their 165-year history and tradition of providing support to its neighbors and communities during tough times.

“COVID-19 has changed how we all live our lives, but it hasn’t changed Anheuser-Busch’s priorities and our commitments as an employer, a business partner and a corporate citizen,” said Michel Doukeris, CEO of Anheuser-Busch U.S.

As part of a $5 million donation to the American Red Cross, Anheuser-Busch and its sports partners will identify available arenas and stadiums to be used as temporary blood drive centers. To start, the company’s tour centers in Merrimack, N.H., and St. Louis will be made available to the Red Cross. The St. Louis-based beverage maker will also donate media air time to the Red Cross in support of public service announcements.

Cocktail and Beer Recipes for At-Home and Hospitality Workers

Regatta Craft Mixers says it wants to to help lift everyone's spirits by encouraging to stay connected virtually while staying at home. The Locust Valley, N.Y.-based maker of premium craft mixes is sharing a curated selection of great-tasting, easy-to-make virtual happy hour cocktail recipes to keep its friends, fans and families connected to the company. 

Regatta Craft Mixers

Photograph courtesy of Regatta Craft Mixers

Regatta Craft Mixers will also donate through the end of April 15% of any sale to the U.S. Bartenders Guild Emergency Assistance Program (EAP) to help members of the bartending community.

In New York City, Other Half Brewing has concocted its own recipe for a special craft beer, appropriately named All Together IPA. The brewer is rallying other breweries around the world to participate in making their recipe into beer and to use a portion of the proceeds to support hospitality professionals within their local community.

"There is an inextricable link that binds together everyone in the hospitality industry," Other Half writes on its website. "Brewers, servers, bartenders, bussers, dishwashers, [general managers], buyers, chefs, owners—we are all in this together. In this industry, when one of us struggles, the rest of us pick them up. It's baked into who we are."

Regatta Pimms Cups

Photograph courtesy of Regatta Craft Mixers

In a similar spirit, Stella Artois announced its "Rally for Restaurants" campaign, a gift card program that provides local establishments with immediate financial relief. Part of a global initiative that is rolling out in 10 different countries, Rally for Restaurants kicked off April 3 in Canada. In an effort to stimulate business for the restaurant sector, the program encourages consumers to buy a gift card that they can use at local pubs, bars and restaurant upon reopening, or to use now for takeout. As an added incentive, Stella Artois will add an additional $10 to the value of every gift card purchased. 

Spirits Distillers Switch to Making Hand Sanitizer 

Chicago-based spirits distiller Koval, which is especially known for its gin, whiskey and kosher spirits, was one of the first distilleries to announce that they were using their facilities to make hand sanitizer. The company said its efforts is focused first on helping those on the front lines of the fight against the pandemic, and that it is offering free sanitizer to healthcare and service workers. Medical and nursing home professionals, as well as day care facilities, can can contact Koval to obtain free hand sanitizer by visiting their website. Koval has also launched a fundraiser to support its effort. 

Other distillers throughout the country have undertaken similar efforts, including Eight Oaks Farm Distillery in Pennsylvania and La Crosse Distilling Co. Wisconsin, among others.

Dos Equis Summer Promo Set to Make Cold Cans Red Hot

As retailers plan for summer beer promotions, Mexican beer import Dos Equis is stepping up with a campaign to help beer drinkers create and earn lasting and rewarding memories with its limited-edition summer cans. 

The uniquely designed cans include a national version as well as a Texas-specific version. In an integrated on- and off-premise promotion, Dos Equis will reward one lucky consumer with a grand prize trip to an Airbnb destination of their choice with accommodations for four. With 50% of beer sales made during the summer months, retailers can take full advantage of high store traffic and shopper interest with unique promotions to drive shopper engagement.

Dos Equis

Photograph courtesy of Dos Equis

Beginning in May and continuing through mid-August, the promotion offers comprehensive marketing tools to encourage shoppers to snap a picture of Dos Equis limited-edition summer cans and upload to dosequis.com/SummerofDos from May 6 to Aug. 15. One grand-prize winner and friends will win a trip to any Airbnb destination. Secondary weekly prizes include mini fridges, towels, inflatable coolers and more, all highlighting the limited-edition can. High-impact merchandising materials play off the limited-edition can art and include large 3D cans, pole toppers, standees, tuck cards, cooler decals and tap toppers.

“This is the summer of cans,” said Edith Llerena, Dos Equis senior brand manager for Heineken USA. “We intend to help retailers drive sales through eye-catching displays and by offering a compelling sweepstakes to guarantee shopper engagement. Dos Equis limited-edition summer cans will deliver impact and offer beer drinkers a refreshing twist on our traditional packaging."

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