Anheuser-Busch is pairing two of its brands—Budweiser and Babe Wine—for a holiday mashup collaboration that can appeal to just about anyone, whether you are a beer drinker or wine sipper.
For the holiday season, the alcohol company is making it possible for Drizly customers to purchase Budweiser and Babe Wine together. Customers on the alcohol e-commerce site can choose to order any of the Budweiser or Babe products available in their markets, and first-time users receive $10 off with the code “BABE.”
To promote the collaboration, Anheuser-Busch’s in-house ad agency DraftLine created a social video featuring the brand’s iconic Clydesdales and influencer and Babe Wine founder, Josh Ostrovsky (a.k.a The Fat Jewish who has more than 10.6 million Instagram followers). The video marks the Clydesdales’ first cross-branded campaign.
In it, The Fat Jewish, sporting a bright pink tracksuit and serious bling, hops a ride with the Clydesdales to deliver some Budweiser paired with Babe Wine. The video lives on Babe’s website as well as both brand’s social channels. To round out the partnership, the two brands are selling “Bud & Babe” branded merch, including $10 mugs, $12 socks and $15 wrapping paper through Anheuser-Busch’s e-commerce website Shop Beer Gear.
“Whether you’re hosting Zoom holiday parties to celebrate with your Buds, or sharing family recipes ahead of virtual Thanksgiving dinners, this year has been all about staying connected in unexpected ways,” says Monica Rustgi, Vice President, Marketing for Budweiser. “Our partnership with Babe is a fun and unique way to come together, even if we’re apart, during a different kind of holiday season.”