Bud Bowl Makes Return Visit to Arizona to Delight of Gridiron Fans Pigskin Promotion Features Free Concerts by Snoop Dogg, Kid Rock

    PHOENIX, Jan. 11 /PRNewswire-FirstCall/ -- While Joe Montana and Jerry
 Rice were leading the San Francisco 49ers to victory over the Cincinnati
 Bengals in pro football's big game in 1989, Bud Bowl was making headlines
 in the very first television commercials featuring a "battle of bottles"
 between Budweiser and Bud Light.
     Over 19 years Bud Bowl has evolved to become a multifaceted promotion
 in stores, bars and restaurants as well as a series of local events,
 including major concerts in the big game's host cities.
     Anheuser-Busch and Hensley, the local distributor of Anheuser-Busch
 products for the greater Phoenix and Prescott Valley areas, are hosting Bud
 Bowl 2008, Feb. 1 - Feb. 2, in advance of the professional football
 championship. While a number of gridiron parties will take place in Phoenix
 and elsewhere, the marquee Bud Bowl block party will be one of the hottest
 tickets in town.
     Bud Bowl will include the world famous Budweiser Clydesdales, the Bud
 Light Lounge, Bud Light MXT and live concerts at Axis/Radius, located at
 East Indian Plaza between North Saddlebag Trail and North Buckboard Trail.
 Snoop Dogg and Kid Rock will entertain Bud Bowl fans on Feb.1 and Feb. 2,
     "Adult beer drinkers associate great times with Bud Light, an American
 light lager, and Budweiser, the Great American Lager. This is especially
 the case in Arizona, where consumers continue to call for our great beers,"
 said Rick Castillo, geographic marketing manager for Anheuser-Busch. "Bud
 Bowl is our way of thanking those loyal consumers for their ongoing
 support. These complimentary concerts, featuring national acts Snoop Dogg
 and Kid Rock, will definitely add to the high-pitched entertainment
 surrounding the big game."
     Bud Bowl Block Party, One Night Stand Concerts
     On Feb. 1 and Feb. 2, Budweiser and Bud Light will stage two of the
 area's must-see "One Night Stand" concerts at Axis/Radius, featuring Snoop
 Dogg and Kid Rock. To attend the concerts, adult consumers 21 and older
 must have invitations, which can be obtained through Budweiser promotions
 in area bars, clubs and restaurants and through radio station giveaways.
 There will be no tickets or invitations available to the block parties on
 those evenings. Gates will open each evening at 8 p.m.
     "Budweiser and Bud Light are the best-selling beers in Arizona and we
 want to add to the fun of championship weekend by bringing this top-notch
 entertainment to a unique block party atmosphere," said Castillo. "These
 'One Night Stand' concerts will be among everyone's must-see events, plus
 we have a few other surprises for our special guests that will add to their
     Budweiser Clydesdales
     One of the highlights of Bud Bowl is the appearance of the eight-horse
 Clydesdale hitch. These "gentle giants" have been an Anheuser-Busch symbol
 of tradition since the first Clydesdale hitch and red beer wagon paraded to
 celebrate the end of Prohibition in 1933. This year also marks the 75th
 anniversary of this corporate icon.
     The Clydesdale horses have been regulars in popular TV commercials
 surrounding the big game and will be making calls at retail accounts in
 Phoenix and Scottsdale where the public can view these amazing animals up
     Bud Light Lounge and MXT
     Although football is undoubtedly the focus of the week, fans will have
 an opportunity to view the updated Bud Light Lounge and the Bud Light MXT
 mobile unit at a number of retail accounts. The Bud Light MXT is armed with
 satellite TV, DVD and Xbox 360 state-of-the-art capabilities for a visual
 and aural consumer sensation.
     Fans can chill or groove in the new Bud Light Lounge traveling exhibit.
 Introduced in 2006, the Bud Light Lounge uses state-of-the-art video and a
 variety of cutting-edge technologies to create a unique, interactive
 experience for up to 120 guests 21 years and older. Featuring a multi-level
 design, the 3,500-square foot Bud Light Lounge is comprised of six distinct
 entertainment zones for a fun, social and engaging experience. Areas
 include the Blue Room, a vibrant blue club-like atmosphere; Kick, a
 glowing, reactive video dance floor; and the Sky Deck, a public lookout
 area where guests can watch all the sports action on plasma TVs. Best of
 all, there is no admission fee.
     Budweiser Designated Driver Programs
     Anheuser-Busch and Hensley are partnering to offer three designated
 driver options to consumers to help them get home safely during the week
 leading up to the big game.
-- ZINGO will have drivers positioned near area retail accounts in the Old Town Scottsdale area. When ZINGO is notified that someone needs a safe ride home, a ZINGO representative rides a foldable scooter to meet the customer at his/her vehicle, places the scooter in the trunk of the vehicle and then drives that person home. After delivering the customer to his/her residence, the ZINGO representative retrieves the scooter and returns to Old Town to help the next patrons. Hensley and Anheuser-Busch will sponsor a portion of the cost of the ride home. ZINGO's number in Arizona is 1-877-NO-DUI-AZ (1-877-663-8429). -- Anheuser-Busch and Hensley are also sponsoring a "Do the Ride Thing" safe-ride program throughout the greater Phoenix area the week of Jan. 27. Partnering with Discount Cab Company, Hensley will provide discount coupons ($10-$20 off a ride) at select bars and restaurants and at special events, providing people with a discounted ride home and a free ride back to their cars the next day. -- Phoenix-based Desi - the Designated Driver will also offer rides to consumers who may have had too much to drink. Greg Murray, owner and operator of Desi takes both the customer -- and their vehicle -- home at a reasonable rate. Customers ride with Desi in the cab of his truck, while their vehicle is transported behind. Hensley will sponsor a portion of the fee. Murray's service is available 24 hours a day, seven days a week. "We're pleased to welcome football fans to Arizona for the big game," said Bob Delgado, president and chief executive officer of Hensley. "As they enjoy the city's nightlife and special attractions, we encourage fans to be part of the team and plan ahead by choosing a designated driver when the evening starts or using alternate transportation to get home safely." Fortunately, Arizona fans will join millions of Americans in doing the ride thing. According to a recent survey conducted by Nielsen Media Research, 154 million American adults have either been a designated driver or been driven home by one. For nearly a quarter century, Anheuser-Busch and its nationwide network of 600 independent wholesalers, including Hensley, have led the alcohol beverage industry in promoting responsibility and respect for the law, investing more than $675 million in alcohol awareness and education programs and partnerships. Special Arizona-Only Bud Bowl Packaging To build on the excitement of the return of the big game to Arizona following a 13-year hiatus, Anheuser-Busch unveiled Bud Bowl-specific secondary packaging statewide. The equivalent of 392,000 cases of Budweiser and Bud Light bearing the distinctive Bud Bowl Arizona logo were shipped in December for sale to consumers. The beer is packaged in 18-pack configurations of 12-ounce cans and nonreturnable bottles and 24-packs of 12-ounce nonreturnable bottles. "Our investment in this Bud Bowl-specific packaging demonstrates our commitment to the dedicated football fans of Arizona," said Castillo. "Arizona fans are passionate about their Cardinals and are definitely excited to be hosting the league championship game. Our custom Bud Bowl packaging helps us tap into the excitement of the big game and reinforces to fans our support of the Cardinals and the league." Anheuser-Busch (NYSE: BUD), now in its 20th consecutive year as the exclusive alcohol category sponsor of the Super Bowl broadcasts, holds category advertising exclusivity on telecasts through Super Bowl XLVI in 2012. The 2008 game will be carried on FOX.

SOURCE Anheuser-Busch

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