Posted on | March 21, 2014
Written by | Cara McIlwaine
This year marks the fifth in a row in which Napa Valley’s Beringer Vineyards has aligned its wines with the ever-popular sport of golf. While sponsorship of sporting events by spirits and beer brands have been common for decades, the relationship Beringer has cultivated—becoming the first official wine of the PGA Tour and an Official Marketing Partner—was novel at its inception in 2010 and has continued to set the brand apart and evolved into a global partnership. The brand will have a prominent presence at 20 PGA tournaments throughout 2014, both in the U.S. and abroad.
Elizabeth Hooker, Public Relations Director at Treasury Wine Estates, says, “The partnership between Beringer and PGA evolved very naturally, as we looked at the shared qualities of PGA Tour consumers and those that enjoy Beringer.”
Focus on Founders’ Estate
The Beringer portfolio includes several tiers, from the accessibly priced Founders’ Estate collection to the famed Private Reserve Cabernet Sauvignon. Interestingly, while the PGA partnership involves the Beringer brand overall, in the retail wine arena, PGA-branded POS emphasizes the accessible, widely available Founders’ Estate tier. “PGA Tour fans appreciate the pursuit of enjoyment, seek out quality experiences and a trusted name—all of which Beringer Founders’ Estate wines offer,” Hooker explains. “Beringer is a trusted brand, and the Founders’ Estate wines are an everyday indulgence.”
Initially, Beringer participated in 12 tournaments, and now is a part of 20. Hooker says, “We’ve enhanced our presence at those tournaments with a branded wine bar, additional advertising and offering consumers more engaging ways to experience Beringer each year. Last year marked the global expansion of our partnership to include Canada, Asia and Europe.”
Closer to home, the brand will have a presence at golf tournaments in the northeast this summer. Beringer is participating in the Dick’s Sporting Goods Open in Endicott, NY, and The Barclays in Paramus, NJ, both this August. Since 2012, Beringer has partnered with pro-golfer Justin Leonard and the relationship has remained fruitful. Hooker notes, “Justin Leonard has been a great brand ambassador for us. Featured on our POS and available for select sales incentive activities, he’s been the perfect pairing for Beringer. As a 12-time winner on the PGA Tour, he reflects the tradition of excellence we demonstrate with Beringer as one of the most acclaimed California wines in the world.”
Leonard’s likeness appears on Founders’ Estate shippers that reinforce Beringer as the official wine of the PGA Tour. POS engages consumers with Leonard’s likeness post-swing, as well as contests and coupons (where legal) that promote the branded tie-in. At tournaments, attendees can enjoy refreshment at Beringer branded wine bars, participation in hospitality tents, visibility via course signage and ticket discount coupons. For more information on the wines and upcoming PGA Tour stops, visit beringerclubhouse.com.
Beringer Founders’ Estate Wines