American Pistachio Growers Pair with Anheuser-Busch and Michelob ULTRA Beer

First Ever In-Store Promotions for American Pistachio Organization


Fresno-based American Pistachio Growers is joining with Anheuser-Busch, St. Louis, Missouri, to promote the perfect pairing: the perfect smart snack and the perfect beer for adults with active lifestyles.

Starting 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 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. Additionally, pistachios are the lowest-in-fat snack nut grown in the United States. Michelob ULTRA is a superior light beer with 95 calories and 2.6g carbohydrates, and a proven favorite among adult consumers who enjoy a socially active lifestyle.

Beginning with the season of New Year’s resolutions — when many commit to health and fitness goals, the joint promotion will run through the National Football League playoffs and the Super Bowl; a time of many parties and gatherings. Three additional promotional periods are scheduled for Fourth of July and Labor Day gatherings, and 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,” says Judy Hirigoyen, Vice President, Global Marketing. Hirigoyen continues, “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 view 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 have 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.

Details of the instant coupons and rebates on a state-by-state basis can be found on the American Pistachio Growers website

American Pistachio Growers Team Up with Anheuser-Busch

A Boon for APG Members and Michelob ULTRA

 By Patrick Cavanaugh, Editor

Move over peanuts. You’re not wanted anymore by active consumers who drink Michelob ULTRA. American Pistachio Growers’ pistachios will soon be marketed alongside the beer to adults with an active lifestyle.

“In 2015, the nationwide partnership with Michelob ULTRA Beer will roll out with a series of promotions throughout the year,” said Judy Hirigoyen, Director, Global Marketing for American Pistachio Growers.

“We worked with Anheuser-Busch this year in a pilot project in California, Arizona and Nevada. It offered a $2 off coupon for eight member brands within the American Pistachio Grower membership, or any store private label. Anheuser-Busch, not us, paid the retailer the $2,” said Hirigoyen. “The campaign went very well. So we have signed a contract to go nationwide with a series of promotions in 2015.

“In the future nation-wide promotion, consumers will get anywhere from $2.00 to $6.00 off their pistachios, making it a great boon to pistachios and beer lovers alike,” said Hirigoyen.

The discount coupon for pistachios will be available right where the beer is sold.

“What’s really exciting is the Michelob ULTRA shares the same target audience that pistachios do,” she said. “We look for active, fitness enthusiasts, and we want people who care about their nutrition and their health and who are looking for a lower fat, yet very delicious option. And that is true for both pistachios and Michelob ULTRA Beer.”

It’s a good fit as about 50 percent of all beer sold in the U.S. is an Anheuser-Busch brand. Furthermore, Michelob ULTRA was a big sponsor of the Amgen Bicycle Race Tour this year in California.

“Since everyone loves our product, Anheuser-Busch wanted to team up with us. They want to find ways to get out of the beer aisle, and we want to find ways to get into the beer aisle. They now can get their beer displays in the snack aisle, and in the produce aisle, and we can get our pistachios into the aisles where beer is promoted,” said Hirigoyen.

“We are promoting very actively on social networks to let people know that there is free money for pistachios,” said Hirigoyen. “So look for those coupons and purchase some great pistachios from members of the American Pistachio Growers.”