Amstel Hits PGA Links, Sees Light at 19th Hole - Brief Article

Brandweek, March 19, 2001 by Mike Beirne

Heineken USA will swing into Amstel Lights golf tie-in with a sweepstakes next month giving consumers a chance to hit the links with PGA Tour players and enabling wholesalers to make inroads with golf course accounts and link retailers with charity tourneys.

By summer, the import will deploy more digital camera-toting Beach Party Patrols to build loyalty with Gen X bar patrons and will partner with Weber Grill for a retail push.

"Tee Off With Amstel Light" will put four winners on the links with a big name pro at PGA Tour events such as the Kemper Open in Baltimore, Nissan Open in Los Angeles, Shell Open in Houston and the Canon Greater Hartford Open in Connecticut. Amstel Light is sponsoring the events in key metros outlined for growth under its Project Utopia plan.

POP will direct entries to a Web site, which also sports Jack Nicklaus golf equipment and Amstel Light golf gear. Print, radio and TV, via Lowe Lintas & Partners, N.Y., with a golf theme and "The Beer Drinkers Light Beer" tagline support (Brandweek, Nov. 13).

A deal with Par View--a golf cart computer system that offers tips based on where a cart sits on the fairway--will enable golfers to order Heineken or Amstel from course watering holes.

"There are some concrete sales opportunities on course at 19th hole bars and restaurants," said Yuri Schwalbe, marketing director. "The beauty for us is there's growth right now in light beer and growth in imports."

Momentum Marketing, Washington, and Joe Pix, Orlando, handle Beach Party Patrols hitting more than 1,000 restaurants, pubs and festivals.