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Lance Armstrong tapped as new Michelob Ultra spokesman

BY Allison Cerra

ST. LOUIS Michelob Ultra announced that seven-time Tour de France winner and cycling icon Lance Armstrong has signed a three-year agreement to become the brand’s new spokesman and ambassador.

“Lance Armstrong is an ideal ambassador for this brand and we are honored to have him represent Michelob ULTRA,” said Keith Levy, VP marketing at Anheuser-Busch. “Having dominated a sport that requires such a physical commitment, Lance is the perfect athlete to connect with adult beer drinkers who lead active lifestyles.”

As part of the agreement, Armstrong will appear in a new Michelob Ultra television commercial titled “Little Bumps,” and he will make a cameo appearance in a second ad titled “Escalator,” both which are scheduled to air in 2010. Michelob Ultra will also use Armstrong’s likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale.

Michelob Ultra has been a strong supporter of the sport of cycling since 2004. As part of its Race to the Ultra series, the brand sponsors more than 40 major running and cycling events annually across the country.

Since its launch in 2002, Michelob Ultra has continued to grow in popularity and is enjoyed by adult consumers living an active lifestyle and those looking for a great-tasting beer with lower carbohydrates and fewer calories. Michelob Ultra has only 95 calories and 2.6g carbohydrates, 0.6g protein and 0.0g fat, per 12-ounce bottle.

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Nutrisystem to hit Walmart shelves

BY Allison Cerra

HORSHAM, Pa. A leading provider of weight management programs and services has inked a deal with the largest mass retailer in the United States.

Nurtisystem has aligned with Walmart to offer customers the convenience of a Nutrisystem 14-Day Starter Program for the first time in the retail channel.

The Nutrisystem 14-Day Starter Program will start rolling out nationwide at over 3,200 Walmart locations the first week of October, and will be available on Walmart.com.

“Our alliance with Walmart is an extension of our goal to consistently offer consumers a convenient, affordable and effective weight loss option,” said Will Auchincloss, SVP business development at Nutrisystem. “Walmart provides us with a new and valuable distribution channel to broaden our customer base and build awareness of our product at the retail level.”

Walmart customers will find the Nutrisystem weight loss Starter Program in the pharmacy area of their local store and online at Walmart.com. Nutrisystem Starter Program consists of 14 days of the Nutrisystem favorites menu, free shipping, access to 24/7 weight loss counseling, and free membership in Nutrisystem’s robust online community for $148.

KelloggsDRSNhttp://www.centerstoregrowth.com

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Drank makes its way to Mississippi

BY Allison Cerra

HOUSTON Relaxation beverage Drank is making its way across the country as it enters into an agreement with another regional distributor.

Innovative Beverage Group Holdings Inc. announced that the company has entered into an agreement with Clark Beverage Group to bring the company’s signature relaxation beverage to northwestern Mississippi.

Clark Beverage Group provides drank to over 1,200 retail and on-premise locations in thirteen counties in northwestern Mississippi which include the areas surrounding the campuses of Ole Miss. University and Delta State University. The company’s impressive line of alcoholic and non-alcoholic beverages includes household names such as Coors, Heineken, Guinness, Miller, Sam Adams, Gallo, Pabst, and numerous other imported, specialty and craft beers.

“This is an innovative and cutting-edge new product that leads the way for an exciting new category in the beverage industry,” said Jeff Brasher, GM for Clark Beverage Group. “As the market-leader in the calming beverage sector, we decided that Drank would be a great addition to our lineup of premier beverages. Not only does Drank offer our consumers a functional, non-alcoholic beverage with superior taste, it also comes with impressive national marketing support and dedicated customers.”

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