Spyder and Carlsberg Canada Sign Three-Year NA Promotional Partnership


BOULDER, Colo. – Spyder Active Sports, Inc., the Colorado-based manufacturer of premium technical ski and active mountain lifestyle apparel, and premium beer brand, Carlsberg Canada, have penned a three-year partnership aimed at the strategic cross promotion of each other's products in North America.

The partnership marks the coming together of two premium brands which previously operated in separate spheres, and provides the opportunity for each to expand their reach into valuable new market segments.

“With winter quickly approaching in North America, and a dusting of snow visible on the foothills outside Spyder headquarters, we couldn't be more excited to announce this multi-year partnership with Carlsberg,” explained Russ Rowan, Spyder's VP of Sales and Global Marketing. “Everyone in our world looks forward to that first epic day on snow, in the mountains, with good friends – and a cold, quality beer is the consensus way to celebrate at the end of the day. We're proud to now be able to introduce those enjoyable moments to our audience with Carlsberg's fitting slogan: ‘That Deserves a Carlsberg.' We are stoked to forge a multi-year partnership with another premium brand that is keen on pursuing an array of cooperative, grassroots marketing initiatives to promote their brand in our world, and our brand in their world.“

Nick Relph, Marketing Director for North America, Carlsberg Group of Companies, voiced similar excitement about the partnership, adding “Spyder's no-holds-barred attitude, progressive approach, and position as North America's preeminent winter sports and lifestyle brand makes this partnership very exciting. There is a natural synergy between the two brands and we at Carlsberg are excited to build a long-term partnership with the 'bug,' the brand, the attitude, and the antidote that is Spyder.”

The iconic brands will roll out their partnership with collaborative grassroots marketing campaigns that drive deep engagement between their audiences to foster cross-promotion, including shared advertising and a focus on event-based activations.

About Spyder Active Sports
Renowned for integrating high-tech fabrics, fashion and functionality, Spyder is the world's leading skiwear and mountain-based apparel brand. Launched in 1978 with the development of revolutionary padded slalom race sweaters, the iconic brand continues to develop progressive apparel, season after season. Rigorously tested by top athletes across the world including the U.S. and Canadian Alpine Ski Teams plus big mountain, freeski, and park & pipe professional skiers. Based in Boulder, Colorado, Spyder products are distributed in over 50 countries worldwide. For more information and to view the current collection, please visit www.spyder.com.

About The Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. More than 41,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2011, the Carlsberg Group sold more than 115 million hectoliters of beer, which is about 34 billion bottles of beer.