Winn-Dixie Launches First NFL Co-Branded Bottled Water

September 14, 2010

Winn-Dixie Stores Inc. and the Jacksonville Jaguars introduced the NFL’s first co-branded bottled water, which sports the team’s logo on a teal label proclaiming it as the “official bottled water of the Jags.”

WD water The bottled water will be the only water brand sold at EverBank Field and is available in all Winn-Dixie and SaveRite stores in Northeast Florida and Southeast Georgia.

“As the official grocery store of the Jaguars, Winn-Dixie is proud to provide football fans with access to exclusive products and programs that enhance the NFL game day experience,” said Dan Portnoy, Winn-Dixie’s chief marketing and merchandising officer. “We are excited to introduce this locally produced product and think it’s an excellent way for Jaguars fans to show their team spirit –– both in the stadium and around Jacksonville.”

Bottled in Silver Springs, Fla., Winn-Dixie/Jaguars bottled water is available in 24 packs of 16-ounce bottles for $3.99 in stores. It will be sold in 24-ounce bottles for $3 inside the stadium, a price that is $1 less than the bottled water sold in previous seasons.

The water comes from the deepest source of drinking water in the Southeast, the Floridan Aquifer, and is bottled under certified kosher standards. The bottles are recyclable and use less plastic than most national brands, making them 50 percent lighter.

Winn Dixie Fan Promotions
Winn-Dixie also announced a Tealgate and Winn Sweepstakes for shoppers who use their Winn-Dixie Customer Reward Card. The week before each home game, 20 winners will be selected at random and will be awarded a four-pack of tickets and a catered pre-game tailgate party. One of the 20 winners drawn for each game also will participate in the “Bag It and Winn” on-field contest during the game, where the fan will have the chance to win up to $2,000 in Winn-Dixie gift cards.

The second promotion is Winn-Dixie’s Super Cheerleading program, where Winn-Dixie customers can register girls aged 6 to14 to be a junior cheerleader with the Jaguars’ official ROAR cheerleaders. Six girls will be selected in a random drawing the Wednesday before each home game. Winners will receive two tickets to that week’s game, a co-branded Winn-Dixie/Jaguars t-shirt and access to the field to be photographed with The ROAR before the game.

Last week, Winn-Dixie launched its fifth annual A-Team program, which awards nearly 9,000 Jaguars tickets to middle school students and teachers in Baker, Clay, Duval, Flagler, Nassau, Putnam and St. Johns counties throughout the football season. The program thanks teachers and rewards students for improvements in academics, attitude and attendance. Students receive family four-packs of tickets and teachers receive two-packs of tickets.

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Keywords: private label beverages, private label water, winn-dixie

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