US: Treasury Wine Estates signs Beringer golf deal
Treasury Wine Estates signs tie-up for Beringer with Justin Leonard
Treasury Wine Estates has strengthened the link between golf and its Beringer wine brand via a sponsorship deal with golfer Justin Leonard.
Beginning this spring, Beringer will use Leonard's name and "likeness" on advertising and point-of-sale marketing in North America. Leonard will engage in social media on behalf of Beringer throughout 2012, Treasury Wine Estates said today (16 February).
The tie-up strengthens Beringer's links to golf. Beringer is already the official wine of the PGA Tour, the Champions Tour and Nationwide Tour across US and Canada up to the end of 2014.
In March, Sandra LeDrew will take the reins at Treasury Wine Estates' Americas business. She replaces Stephen Brauer, who has become the brand manager for Beringer, as part of the firm's renewed focus on key wine brands.
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