Slim cans of Babe wine on ice by Swish Beverages

Anheuser Busch’s Babe Canned Wine Becomes Official Wine of the NFL

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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.

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