|Warsteiner Announce Premium Brand Deal with European Tour|
Friday, 23 March 2012 12:00
It has been confirmed that German brewer Warsteiner has targeted golf’s European Tour to be the forefront of its brand positioning drive, with a senior employee of Warsteiner claiming that the deal represents an “excellent platform to address quality and premium-oriented consumers in the UK and globally.”
The premium beer brand has been named the official supplier of beer to the European Tour and the BMW PGA Championship, the Tour’s flagship event held at Wentworth Club in Surrey, England, from May 24-27. The Tour states Warsteiner’s involvement with the PGA Championship is the first in a string of event sponsorships planned for the brand.
“Talking about ‘Modern Class’ distances Warsteiner from many ‘traditional’ German beer brands,” said Marc Büker, director of sales and marketing for Warsteiner International. “Next to our international brand marketing activities in the culinary arts and modern culture, the long-term European Tour sports engagement is an excellent platform to address quality and premium-oriented consumers in the UK and globally.”
Tim Shaw, sales director for the European Tour, added: “The European Tour is a high-quality, global product and we are delighted that Warsteiner has entered into this exciting partnership with the Tour. We are confident that the European Tour can provide an outstanding platform that can help Warsteiner achieve its goals.”