SBJ/Jan. 31-Feb. 6, 2011/Marketing and Sponsorship

Beringer toasts new deal with PGA Tour

Beringer Vineyards has extended its official marketing partnership with the PGA Tour for another four years.
Beringer’s deal, which is expected to be announced this week, makes it the official wine of the PGA Tour, Champions Tour and Nationwide Tour through 2014. Beringer, which came on board in 2010, is the only wine that has held that position with the tour.

Official marketing deals typically range from the low to high seven figures annually, depending on the assets and media included.

“We knew it would be a great fit and we were very pleased with what we accomplished in our first year,” said Francesca Schuler, Beringer’s chief marketer. “This is an exceptional environment in which to showcase our portfolio of wines, and we look forward to offering more unique wine experiences.”

The PGA Tour sponsorship in 2010 was the basis for Beringer’s wine-tasting bar at 12 tournaments. The vineyard intends to increase that number this year, although a specific calendar has not been finalized.

The Napa Valley vineyard provides incentives for its membership group, the Beringer Clubhouse, to attend tour events. It also plans to add retail promotions that include discount ticket offers and VIP golf experiences to various tournaments.

Beringer kicks off its wine-tasting season on tour this weekend at the Waste Management Phoenix Open.

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