American Pistachios, A-B Pair Up In-store

American Pistachio Growers (APG) has teamed with St. Louis-based Anheuser-Busch to promote the pairing of the trending nuts with Michelob ULTRA light beer. Through 2015, pistachio fans can save up to $6 on the purchase of American Pistachio Growers member-branded pistachios and a 12-pack or larger of Michelob ULTRA.

Acknowledging the growing number of Americans who are eating healthy and staying fit, the joint promotion will run through the football playoffs and the Big Game, with three further promotional periods scheduled for the Fourth of July, Labor Day and the start of 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," noted Judy Hirigoyen, VP, global marketing for the Fresno, Calif.-based nonprofit voluntary agricultural trade association representing more than 600 members in California, Arizona and New Mexico. "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. 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."

Both items have long been associated with fitness. Michelob ULTRA has joined forces with various athletic contests, including running and cycling events, PGA Tour golf tournaments and ATP Tennis, while APG has formed partnerships with such high-profile athletes as British pro cyclist Mark Cavendish, professional big mountain snowboarder and adventurer Jeremy Jones and pro sports team nutrition managers, as well as being the Official Snack of the 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 online at the APG website.