Beringer Vineyards Signs 4-Year Extension with PGA TOUR, Continues Designation as 'Official Wine' of Three Tours

NAPA, Calif. and PONTE VEDRA BEACH, Fla., Jan. 31, 2011 /PRNewswire/ -- The PGA TOUR and Beringer Vineyards today announced a four-year extension of their marketing partnership that secures Beringer's designation as the "Official Wine of the PGA TOUR, Champions Tour and Nationwide Tour" through 2014 in the United States and Canada.

The renowned Napa Valley winery was the first wine brand to become an Official Marketing Partner of the PGA TOUR.

"We knew from the outset of our partnership that the PGA TOUR and Beringer Vineyards would be a great fit, and we are very pleased with what we accomplished in our first year," said Francesca Schuler, Chief Marketing Officer of Beringer Vineyards.  "The TOUR presents exceptional opportunities and environments in which to showcase our acclaimed portfolio of wines. We look forward to building on the relationship we've developed with the loyal TOUR fans, and offering more unique wine experiences over the next four years."

Beringer activated at 12 tournaments in 2010 and has plans to build on this approach by adding several more tournaments in 2011. Throughout the 2011 season, Beringer will be executing retail promotions in conjunction with the PGA TOUR schedule, which will include discount ticket offers to tournaments as well as opportunities for fans to win VIP golf experiences. Beringer will be showcasing its luxury wines at several tournaments, providing fans with an upgraded wine experience while they watch tournament play. Its 2011 partnership activation kicks off this week at the Waste Management Phoenix Open in Scottsdale, AZ and will move on to the Northern Trust Open the week of Feb. 14-20.

"We are very happy that our fans and partners have been able to enjoy the wonderful Beringer products at our events," said Tom Wade, Chief Marketing Officer for the PGA TOUR. "We are particularly pleased that Beringer will be expanding its activation and even more of our fans can enjoy Beringer over the next four years."

About Beringer Vineyards  

The epitome of a modern classic, Beringer has been Napa Valley's benchmark producer since its establishment in 1876.  Winemaker Laurie Hook crafts classic wines from Napa's finest appellations and Beringer's exceptional collection of vineyards.  A winemaking legacy of 134 years is reflected in an acclaimed portfolio of wines which are collected worldwide.  The historic estate in St. Helena offers a tradition of hospitality that defines the Napa Valley.  www.beringer.com

About PGA TOUR

The PGA TOUR is the world's premier membership organization for touring professional golfers, co-sanctioning more than 100 tournaments on the PGA TOUR, Champions Tour and Nationwide Tour.

The PGA TOUR's mission is to entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back, generate significant charitable and economic impact in communities in which it plays, and provide financial opportunities for TOUR players.

In 2011, the three Tours collectively have tournaments in 29 states and in 12 countries and territories outside of the United States. PGA TOUR tournaments are broadcast to nearly 600 million households in 225 countries and territories in 30 languages.

Virtually all tournaments are organized as non-profit organizations in order to maximize charitable giving. In 2010, tournaments on the three Tours generated $120 million for local charitable organizations, bringing the TOUR's all-time total of charitable contributions to more than $1.6 billion.

The PGA TOUR's web site is PGATOUR.COM, the No. 1 site in golf, and the organization is headquartered in Ponte Vedra Beach, FL.

SOURCE Beringer Vineyards