After 15 years, the NHL is returning to the city of Winnipeg. Budweiser is the proud sponsor of the Winnipeg Jets. To help celebrate this Inaugural season, we were asked to create a piece of communication that celebrates the return, as well as Budweiser's sponsorship of the Winnipeg Jets.

The method of promotion was most relevant to the product because the product was the promotion.

People lined up to buy Budweiser Fan Brew and the 24,000 cases sold out in liquor stores within 1 week (within 24 hours in some stores).Budweiser share is up 2.1 share points in region, year to date, on an already large base of 22 share points.