Budweiser's New Face

Jun 10, 2010
Outside Magazine
Budweiser's American Ale

Budweiser's American Ale

In November, Budweiser tapped Jackson Kayaks founder Eric Jackson, a perennial favorite at TMG's freestyle kayaking contest, as the face of its American Ale, ordering 8,300 kayaks to display in liquor stores across the country. (Only 11,000 were sold in the U.S. in all of 2009.) Bud's $20,000 sponsorship will also allow E.J. to continue his 2010 Fun Tour, a series of 26 whitewater demos and competitions that will keep competitive kayaking floundering along, and give his dominating (and still underage) kids¬óDane and Emily¬ósomething else to win.

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