BUD LIGHTBUD LIGHT

OBJECTIVE: 
Support Anheuser-Busch and Nor Cal Beverage’s winter marketing plan through:

	On-premise promotional and merchandise efforts
	Improved desirability of beer
	Emotionally connecting with friends
	Encouraging trial and conversion of Anheuser-Busch brands
	Consumer and market feedback

APPROACH:
Capitalize on Tahoe’s destination market appeal and “feeder” market influence.  Make the connection between Anheuser-Busch brands and having a good time with friends.

	On site branding
	Trained, professional Anheuser-Busch Ambassadors
	Branded Promotional Giveaways
	Snowboard giveaway
	Interactive games
	Off premise tie-in through distributor partnership

RESULTS:
13 week program executing 80+ on-premise events throughout North and South Lake Tahoe.  Bud Light became the Apres Ski beer of choice:

	422 cases sold during promotions
	7,500 of direct consumer interactions with the Bud Light brand
	18% increase in Bud Light sales following promotion
	Program Extension into prestige event: Jabra X-Jam