In this week’s edition of Last Call: A study finds the economic impact of San Diego brewers exceeds $1 billion; the Brewers Association analyzes GABF winners; a price-fixing probe in India snares A-B InBev, Carlsberg and United Breweries; and more news from the week.
Buffalo Wild Wings’ presence at the 2018 Great American Beer Festival was merely an appetizer. The chicken wing restaurant, one of the largest chains in the U.S., will be regular menu item at numerous Brewers Association (BA) events over the next two years, including the 2019 GABF, the Craft Brewers Conference (CBC) and Homebrew Con. Its presence at additional BA events is part of a three-year sponsorship agreement with the trade group, Buffalo Wild Wings beverage innovation manager Jason Murphy told Brewbound.
Want to stand out at the Great American Beer Festival? Open your checkbook. At the 2019 GABF, put on by industry trade group the Brewers Association, large activations from deep-pocketed corporations took center stage, drawing throngs of beer drinkers to sprawling setups that included TVs, bar games and live music while 800 breweries pouring 4,000 beers scrapped for attention inside the Denver Convention Center.
During Boston Beer Company’s annual Great American Beer Festival breakfast, founder Jim Koch unveiled a new series of Samuel Adams ads and announced a new grant program that will give $1 million to early stage food and beverage companies. Koch said the new series of folksy ads, which highlight hop selection in Germany for Samuel Adams’ flagship Boston Lager, focus on “craftsmanship” and “artisanal values.” The ads end with the tagline: “Brewed inefficiently since 1984.”
The Brewers Association (BA) announced a sponsorship deal earlier this week to feature a Buffalo Wild Wings branded pop-up sports bar on the floor of the Great American Beer Festival (GABF), its marquee tasting and judging event held annually in Denver. The partnership with the chicken wing chain, which was acquired last November by Arby’s for $2.9 billion, is the second major sponsorship deal for the late September festival. In early June, the BA announced that Pernod Ricard-owned Jameson would build a barrel-aged beer garden on the festival floor.