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American Pistachios, Anheuser-Busch Highlight ‘Perfect Pairing’ With In-Store Promotions

AB-APG partnership

Last updated on June 14th, 2024 at 10:31 am

American Pistachio Growers is joining with Anheuser-Busch to promote the “perfect pairing”: the perfect smart snack and the perfect beer for adults with active lifestyles.

Now and through 2015, pistachio lovers can save up to $6 on the purchase of American Pistachio Growers member-branded pistachios and a 12-pack or larger of Michelob Ultra.

This partnership between Fresno, California-based American Pistachio Growers and Anheuser-Busch’s Michelob Ultra recognizes the increasing number of Americans who are eating healthy and staying fit. Pistachios are an ideal post-workout and daily snack and host a significant number of nutrients required to stay healthy, according to American Pistachio Growers, a nonprofit voluntary agricultural trade association representing more than 600 members in California, Arizona and New Mexico. Additionally, pistachios are the lowest-in-fat snack nut grown in the U.S. Michelob Ultra is a superior light beer with 95 calories and 2.6g of carbohydrates.

Beginning with the season of New Year’s resolutions, when many commit to health and fitness goals, the joint promotion will run through the football playoffs and Big Game—a time of many parties and gatherings. Three additional promotional periods are scheduled for the Fourth of July and Labor Day holidays as well as the kick-off of the fall football season.

“This is our first initiative at point of sale, to identify and promote pistachios grown and processed by the hundreds of members that make up American Pistachio Growers. It is a strong nationwide rollout, with a leading retail partner, and more than 19,000 stores participating, including supermarkets, mass market retailers and drug stores,” said Judy Hirigoyen, VP of global marketing for American Pistachio Growers. “This concept was tested successfully in a few states in 2014. Research continues to reveal the health attributes of pistachios, and industry growth confirms they are a popular choice as more Americans are choosing nutritional snacks.”

American Pistachio Growers views the Michelob Ultra and pistachios partnership as a natural collaboration.

The Michelob Ultra beer line has long been associated with numerous athletic contests, including running and cycling events, PGA Tour golf tournaments and ATP Tennis. American Pistachio Growers has teamed with several high-profile athletes, including British pro cyclist Mark Cavendish, professional big mountain snowboarder and adventurer Jeremy Jones, pro sports team nutrition managers and is the “official snack” of USA Water Polo’s Men’s and Women’s Teams.

About the author

Shelby Team

The Shelby Report delivers complete grocery news and supermarket insights nationwide through the distribution of five monthly regional print and digital editions. Serving the retail food trade since 1967, The Shelby Report is “Region Wise. Nationwide.”

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