• by Tanya Gazdik , May 9, 2011

Bridgestone Golf is partnering with Michelob Ultra for a Father's Day promotion that will appeal to dads who like to golf and drink beer.

The Golfer's Ultimate 6-Pack is a limited-edition package featuring five Michelob Ultra Slimline cans and a three-ball sleeve of Bridgestone's e6 golf balls.

The partnership is one of many ways Michelob Ultra continues to show a commitment to increasing adult players' experience on and off the course, said Ryan Moore, director, Michelob Ultra.

The Golfer's Ultimate 6-Pack will be released on May 23 and is the first retail package to combine Michelob Ultra with Bridgestone e6 golf balls at the point of purchase. The promotion includes nearly 500,000 sleeves of e6 balls, making this one of the largest golf ball samplings in recent history.

Covington, Ga.-based Bridgestone is promoting the partnership on its Web site and through social media including Facebook, Twitter and major golf blogs/discussion forums, says Dan Murphy, VP of marketing, Bridgestone Golf, Inc.

"We plan to drive consumer awareness through a comprehensive media relations plan targeting short-lead time golf and men's lifestyle media and Father's Day gift guides," Murphy tells Marketing Daily.

St. Louis-based Michelob Ultra supports multiple golf events in the U.S., and is the official beer sponsor of the PGA Tour and the LPGA. The special package will be supported on the Michelob Ultra Facebook page as well, Moore says.

"Michelob Ultra has become a fixture in the golf community," Moore tells Marketing Daily. "Through our partnership with Bridgestone, we have the ability to expand our reach."

Tony Korologos, the creator of the Hooked On Golf blog, says beer and golf go hand in hand. "At retail, just buying the golf balls alone is about the same price of this package, so it is just like getting free beer," he writes.

Brandon Sowell, director of marketing, Bridgestone Golf, Inc., tells Korologos in an interview on the Web site that the package will retail for about $10. "It's a great sampling opportunity for us to get the e6 out in front of more golfers this upcoming season," he says.