A hole in one for Warsteiner

Through the provision of a Warsteiner Lounge and several bars around the course, the imported beer brand will have a high profile at Wentworth during the tournament (May 24-27) and will be commited to demonstrating its 'Modern Class' brand positioning at the event.

A package of promotional activities will surround the PGA sponsorship including a neck hanger competition, which have appeared on bottles since early March and offer consumers VIP trips to the Wentworth event. Trade and consumer print advertising will follow later in the year alongside an ongoing and heavyweight PR campaign.

Marc Büker, director of sales and marketing for Warsteiner International, said that Warsteiner was the best known independent brewer in Germany and is active in 60 countries. "We see the UK as a key growth market, and so we are investing in driving further distribution increases and solid marketing support," he said.

Warsteiner regards the PGA European Tour as its perfect partner and views golf as increasingly appealing to aspirational consumers of all ages.