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Distilled Spirits Council hails PGA Tour move to drop spirits sponsorship restrictions

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US trade group the Distilled Spirits Council has welcomed a decision by golf's PGA Tour to allow spirits sponsorship.

The Distilled Spirits Council said the move was recognition of "where consumers have moved in the marketplace"

The Distilled Spirits Council said the move was recognition of "where consumers have moved in the marketplace"

The council said the move marks the last major US sports league to "modernise" its sponsorship policies and equalise spirits marketing with beer. "The long putt just dropped," CEO Chris Swonger said.

Swonger continued: "This is recognition of where consumers have moved in the marketplace over the last two decades.  Further, it is an acknowledgement of the spirits industry's track record of responsible marketing and underscores the fact that alcohol is alcohol."

Under the updated policy, broadcasters can air distilled spirits advertising and show in-programme exposure during PGA Tour network telecasts. Additionally, players can now wear the names or logos of distilled spirits companies.

NASCAR allowed spirits sponsorships in 2004, while the NBA changed its policy in 2009. Two years ago, the NFL opened up to spirits sponsorship, including allowing adverts during the Super Bowl.

This year, a handful of spirits companies took advantage of the new rules and aired Super Bowl ads.

A tentative start for spirits at the Super Bowl - just-drinks thinks


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