Athletes will head to Mexico for the running of the brews

Fitzgerald, Kate
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p36
Trade Publication
This article reports on an event sponsorship by Barton Beers and Grupo Modelo in Mexico on November 14, 1999. The marketers of Corona made their lesser known Cerveza Pacifico brand the title sponsor of the first Grand Pacifico Marathon to be held November 14 in Mazatlan, Mexico. Targeting outdoors-minded, active- young adults, the competition is the beginning of a new event marketing for Pacifico. The marketers hope to draw thousands of U.S. and Mexican runners to the race that starts where Cerveza Pacifico is brewed. The competition features more than $50,000 in prize money; the men's and women's winners each get a new Mercedes-Benz car. Barton promoted the event through local and regional magazines in the U.S. Additional sponsors include Aero-Mexico, Pepsi-Cola Co. and Quaker Oat Co.'s Gatorade.


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