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
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.