Beringer Vineyards signs four-year extension with PGA TOUR

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January 31, 2011
PGA TOUR staff

NAPA, Calif. and PONTE VEDRA BEACH, Fla. -- 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."

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