A mere four months after acquiring the remaining stake in Swish Beverages, Anheuser-Busch has struck a deal to make Babe canned wine brand the official wine sponsor of the NFL.
Three Babe varieties — Rosé, Pinot Grigio, and Red — are now available at 12 NFL stadiums, with more to be added this season. Among the franchises Babe has relationships with are the Miami Dolphins, Washington Redskins and Denver Broncos.
As part of the deal, Babe will be allowed to use the NFL trademarks, including its iconic shield logo, as well as the terms “Super Bowl,” “Draft,” Pro Bowl” and more. Anheuser Busch is also planning Babe activations at major events, including the Super Bowl and Pro Bowl.
In late June, Anheuser Busch’s innovation and growth unit, ZX Ventures, acquired the remaining stake in Swish Beverages, a relationship that began with a minority investment in 2018.
Babe canned wines are sold in 27 states and online.
About Anheuser-Busch InBev
For more than 165 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high- quality beers that have satisfied beer drinkers for generations. Today, we own and operate 23 breweries, 14 distributorships and 23 agricultural and packaging facilities, and have more than 18,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. Read More
