Wout and the Tour of Flanders would like a word with you triathletes:
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The reason alcohol is no longer advertised or in many countries allowed for sponsorship is because there were studies showing brand exposure created increased consumption.
As with cigarettes the official argument from the industry is liquor and cigarette ads donāt create new demand, only switching behaviour between brands. Econometric studies showed this, at least in New Zealand where I studied it, that this was not true. I come from a brewery family and no one on that side of the family believed it didnāt work, the firm he led absolutely focused on distribution, advertising, PR, product placement and sponsorship all aimed at increasing beer sales.
Triathlon is a clean and healthy image sport. AB pays good money to sponsor, image aligns, I think they could be a bit more creative for prize giving but I hardly think it must be full alcohol beer or champagne to spray or pour on the floor. Anyone wanting to drink can buy, prize winners I donāt think are spending a season or two training to win so they can have a free swig of champagne on the podium.
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Re: All the Champagne comments:
I think spraying Champagne on podiums became a thing EXACTLY BECAUSE it shows opulence and excess. Thatās the whole point.
I never suggested they switch to Champagne. All I said was that the cans look sad. Come on AB, give them something awesome to celebrate your brand. Maybe some huge glass Atheletic-Brewing-Seashell to drink out of and stay with local folkloreā¦.
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Title sponsor for about 10 yearsā¦
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