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USA: Beck's Beer Teams With Local Distributor Monarch Beverages to Rev up Promotional Efforts for U.S. Grand Prix in Indianapolis

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If you are in the Indianapolis area this weekend, you'll notice a sudden increase in population of upwards of 200,000 people, plus an inordinate amount of Beck's Beer displays and signs in retail stores and drinking establishments. It's the return of Formula One racing to the United States after nearly a decade of absence, and for Indianapolis, it's a return of huge crowds and fanatic race fans. For Beck's, a sponsor of the F1 Jaguar Racing Team of drivers Eddie Irvine and Johnny Herbert, it means full throttle promotions throughout the Indianapolis market.

Beck's North America of Stamford, Conn., has teamed with its local distributor Monarch Beverage of Indianapolis to make sure that Beck's is the beer of choice for race fans of legal drinking age coming in for the Grand Prix and for those living in the area.

According to Monarch Beverages more than 200 retailers, including grocery and convenience stores, liquor stores, bars and restaurants, will be displaying Beck's Grand Prix promotional materials and celebrating the return of the world's most popular sport. Beck's and Monarch began planning its Grand Prix marketing and sales efforts in the first half of 2000 to ensure that the No. 1 German imported beer's name and logo would be seen not just on the Jaguar R1 cars racing on Saturday and Sunday, but also where beer lovers can enjoy Beck's beer.

"We wanted to leverage our Jaguar Team sponsorship by making it a part of the excitement surrounding the race here in Indianapolis," said Rainer Meyrer, executive vice president of marketing for Beck's North America. "Beck's, Monarch Beverages and Jaguar do ask, however, that consumers always act responsibly and never drink and drive."

Beck's, brewed in Bremen, Germany, is the United States' No. 1 imported German beer. Beck's North America, importer of Beck's, Beck's Light, Beck's Dark, Beck's Oktoberfest and Haake Beck non-alcoholic, accounts for approximately 69 percent of all German beer imported into the United States.* For more information about Beck's, please log on to http://www.becksbeer.com.

Source: 1999 Adams Beer Handbook

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