Constellation Brands’ beer named as official partner of US Ski and Snowboard Team
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Constellation Brands’ beer named as official partner of US Ski and Snowboard Team

Pacifico, a “golden drinkable lager beer” with a “rich smooth flavour” has been named as the official partner beer of the US Ski and Snowboard Team. That’s good news for alcoholic beverage company Constellation Brands, which owns the beer in question. The news was announced last week by America’s National Governing Body (NGB) for ski and snowboarding sports, US Ski & Snowboard. The NGB said it had signed a “multi-year” deal with Pacifico, ensuring that the “adventurous, Pilsner-style lager” would be featured prominently in the winter sports world for the foreseeable future.

Constellation Brands’ share price has appreciated by 7% so far this year

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Source: Yahoo Finance

A golden beer from Mexico might seem like a strange partner for the world of winter sports, but don’t be fooled – snowboarding and skiing are popular all over America, whatever the local weather is like. Winter sports are also eager to target a key demographic of premium beer-drinkers: Millennial-and-younger. US Ski Snowboard’s chief marketing officer, Dan Barnett, said: “It’s exciting to bring a new brand into the U.S. Ski & Snowboard family. Our fans are spirited, and we are excited for them to engage with the Pacifico brand at our many dynamic venues at our domestic events over the next four years.”

Pacifico will be featured in a number of big upcoming events, amongst them the snowboard 2019 World Championships in Utah, the City Big Air series, and the Winter Olympics in Beijing. Pacifico’s senior director, Matt Escalante, made the following statement: “On behalf of the Pacifico brand, we are very excited to be the Official Beer Partner of the U.S. Ski & Snowboard team. Pacifico is brewed for those who follow their own path, and this team is made up of athletes that are pioneers in their sport. We look forward to sharing Pacifico’s independent spirit with their fans.”

Disclosure

Dominion holds Constellation Brands in its Global Trends Luxury Fund.


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