Warsteiner To Sponsor PGA European Tour

One of America’s favorite imports is hitting the links in Europe. Premium German beer Warsteiner signed on as the Official Supplier of Beer to The PGA European Tour LIMITED, further strengthening the brand’s international growth and communication strategy and its intrinsic values of quality and heritage.

As the Official Supplier of Beer to The European Tour, Warsteiner will be served at all official European Tour receptions and functions held at its Wentworth, UK headquarters and other venues throughout the 2012 season.

The partnership will be communicated by Warsteiner on-pack, in PR, in on-and off-trade promotions and in television and print advertising. On-pack promotions in key markets will offer consumers the chance to win tickets to European Tour events.

In the U.S., consumers will have an opportunity to win an all-expense paid trip to Amsterdam with VIP tickets to the KLM Open September 6 – 9. The promotion will be held mid May through July 24th. Additional golf prizes will be given away weekly.

The deal also includes a series of regional event sponsorships, including the Sicilian Open at the end of March and the BMW PGA Championship in the UK in May, along with the KLM Open at Hilversum in the Netherlands in September. As Official Beer Supplier, Warsteiner will have a high profile and is committed to demonstrating its brand positioning of ‘Modern Class’ with an exclusive Warsteiner Lounge at the venues and several Warsteiner bars around the course.

Tim Shaw, Sales Director for The European Tour, said: "We are delighted to announce this partnership with Warsteiner and look forward to the brand’s presence on The European Tour. As an Official Supplier, the sponsorship will provide an opportunity for this premium brand to engage an exciting market and we are confident that the partnership will be a great success."

Marc Büker, Warsteiner international director of marketing and sales, says: "Our international strategy reflects Warsteiner’s core values of class, passion and craftsmanship – a perfect match with the premium sport of international golf. The sport is producing a new generation of exciting players who embody our marketing platform of ‘Modern Class’ in the golf scene."

Warsteiner International Marketing Director Ulrich Kunert adds: "We are very pleased to announce this latest partnership for the brand. We have a long history of international sponsorships and partnerships in the sporting world and this latest collaboration will build on that association. It will also provide us with an opportunity to reach new consumers as we continue to build on our global reputation for brewing excellence."