When I worked on the Coors business at Integer back in the day, the brewery provided a lot of perks, primarily in the form of baseball, basketball, hockey and concert tickets. Broncos tickets were above my pay scale at the time.
Not surprisingly, the King of Beers plays the perks game at an even higher level.
According to NJ.com, Bud Light is leasing the 146,000-ton Norwegian Getaway for Super Bowl weekend 2014. The brand plans to use the ship as a floating hotel for 4,000 weekend guests.
At this time, the ship is still under construction in Germany. It’s scheduled to arrive in New York Jan. 26. The big game will be played February 2nd at MetLife Stadium. The game is being billed as “the first outdoor cold weather Super Bowl.”
Sadly, Joe Six-Pack won’t be able to book a room on the party boat — rooms are reserved for Bud Light VIPs, including key distributors and retailers.
David Daniels, marketing director for Bud Light speaking to ROI said, “An experience like this drives brand health and equity, and that will translate into sales long-term.”
You might wonder why a B2B event like this would impact sales. In beer, as in many things, you need shelf space at retail. No shelf space, no sales.
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