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US: Anheuser-Busch InBev unveils Beck's Sapphire fashion show tie-up

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Beck's Sapphire will be the official beer sponsor of Mercedes-Benz Fashion Week, Anheuser-Busch InBev has announced. 

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The beer, unveiled last month, will sponsor the autumn 2013 and spring 2014 collections, the brewer said yesterday (6 February). The eight-day autumn show starts in New York City today.

“When we created Beck's Sapphire, we emphasised style,” VP of imports, crafts and speciality beers at A-B InBev Adam Oakley said. “Mercedes-Benz Fashion Week serves those consumers directly, so we see them as an ideal long-term partner.”

A-B InBev said Sapphire will be advertised throughout New York and inside the event at the city's Lincoln Center.

The beer brand featured in some of A-B InBev's Super Bowl advertising slots on Sunday.


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