The Tasting Panel magazine

March 2018

Issue link:

Contents of this Issue


Page 10 of 112

INDUSTRY SPOTLIGHT Amstel Xlight Marketing Campaign Targets Consumers with Active Lifestyles A mstel Xlight is redefining how light beer fits into an active lifestyle. The new "Fit for Real Life" marketing campaign began in February in Arizona, Texas, and Massachusetts and invites consumers to choose a light and refreshing beer they can feel good about. A social engagement platform featuring a series of digital videos aims to position Amstel Xlight as the obvious choice for health-conscious consumers; the spots all end with the tag, "The 2-carb, 90-calorie beer that's fit for real life." At 4.2% ABV and with 4 IBUs, Amstel Xlight is the official beer of the 2018 Spartan Race in Arizona, Texas, and Massachusetts in keeping with its "Fit for Real Life" message. The Spartan Race, the world's largest obstacle race and endurance brand, organizes roughly 200 events annually in more than 30 countries. Keith Knack is Scheid Family Wines' new Multi-State Manager for Indiana and Michigan. Jennifer Harvey will serve as Sales Manager for Scheid Family Wines in Southern California. Brian Escobar, the new Northern California Sales Manager. 10  /  the tasting panel  /  march 2018 S cheid Family Wines in January announced the hiring of Keith Knack as Multi-State Manager for Indiana and Michigan. Knack will work with the company's existing distributors, overseeing and managing education, inven- tory control, pricing, promotions, incentive programming, and market visits. He will also expand existing business and develop opportunities in both on- and off-premise accounts, including independents and local and multi- state chains. Knack has been in the wine and spirits business for 21 years, with management positions at Moet Hennessey, Imperial Beverage, and J. Lewis Cooper (now Great Lakes Wine & Spirits). "In addition to his extensive wine knowledge and industry experience, Keith has deep relationships with key accounts and industry leaders across the Midwest," says Heidi Scheid, Executive Vice President of Scheid Family Wines. "Keith will be integral in our efforts to expand our presence in this important market." The company also announced the hiring of two new sales man- agers to handle distributor sup- port in California. Brian Escobar and Jennifer Harvey will work with Young's Market Company to grow representation and sales in restaurants and independent fine wine shops across the state. Escobar will handle Northern California from his base in San Francisco, while Harvey will oversee Southern California. Scheid Family Wines Hires Three New Sales Managers

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - March 2018