Tecate to Sponsor FC Barcelona
Pelforth Radler
Pamplemousse
Challenges
Competition
Birofilia Festival a Huge Success
GLOBAL NEWS
Tecate has announced a new sponsorship agreement
with FC Barcelona, making it the first Mexican beer
brand to sign such a deal with one of the world's best
football teams. Tecate already sponsors seven of the
18 Mexican Football League teams, but a relationship with a
renowned international club allows the brand to expand its footprint
in the sport dramatically. "Sponsoring FC Barcelona forms part of the
strategy to position Tecate as the brand most associated with soccer,"
says Marketing Director - Mainstream Brands, Franco Maria Maggi.
MEXICO
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Edition 2 201A World of HEINEKEN 25
FRANCE
POLAND
Beer lovers descended on the Zywiec Brewery on 20-
21 June for one of the biggest beer celebrations in
Europe. Always popular, this year's event broke festival
records. More than 650 beers from around the world
were featured in the World Beers' Valley and 287 home
brewers submitted 752 beers to the Grand Champion
Birofilia competition. The winning submission, a dubbel by
Czestaw Dzietak, will be brewed at Bracki Castle Brewery
in Cieszyn and launched in selected shops countrywide in
December.
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Following the successful launch
of Pelforth Radler Citron (beer
and lemon) in May 2013, French
consumers were introduced to
a new kind of refreshment this
summer with Pelforth Radler
Pamplemousse Rose (beer
and pink grapefruit). Currently
available in the off-trade, the
uniquely coloured, zesty drink
meets growing demand for
'fruity-fresh' beverages in the
French market while positioning
itself as a more accessible
alternative to the competition.
