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Harp Lager to tap golfer as spokesperson

17 Nov

harplagerlogoBeer and golf go together like baseball and hot dogs. That is why pro golfer Graeme McDowell is lending his name and celebrity to one of Ireland’s favorite lagers, Harp. Over the years McDowell, who grew up just a few miles from the Harp brewery, has developed a real love affair with beer and when he was approached by Diageo Beer Company to be their spokesperson for Harp he jumped at it.

Read all about the partnership in the offical press release below:

DUBLIN, Ire. (Nov. 17, 2016) – Boiled down to their most basic terms, golf and beer seem like pretty simple concepts. One is all about hops, yeast, barley and water, while the other can be thought of as simply grass, a club, a ball, and a hole. What isn’t so obvious is the huge amount of hard work, dedication and precision that goes into each craft. A shared passion for these principles, as well as for quality beer-making, are what help draw together a beer like Harp Lager and an athlete like Graeme McDowell. Officially announced by the Irish beer today, the golfer and beer aficionado – who spent his early years just a short distance from the brewery – will tap into his love for the craft of brewing in an effort to put one of his long-time favorite beers back in the spotlight in the U.S.

McDowell knows a thing or two about golf. He’s won 13 tournaments in various parts of the world, including a big win at the 2010 U.S. Open, and has played on four European Ryder Cup teams. But he also knows a great deal about beer, especially Harp, and what it takes to produce quality – day after day, pint after pint. While many golfers are involved in winemaking when they’re not on the course, McDowell is now poised to blaze a trail alongside Harp within the beer category, while encouraging responsible drinking at the proverbial “19th hole.”

“Golf has taken me all around the world, which has also grown my beer knowledge, but it all started for me in Ireland, where I first got to know Harp,” said Graeme McDowell in acknowledgement of the new partnership. “I’ve always been a fan of great beer, and Harp and I have more in common than just being products of Ireland. We’re both trying to achieve a level of excellence that some might say isn’t even possible. I’m really excited to join up with them to do some exciting things in the near future.”

To begin the partnership, McDowell will appear in digital videos and social content for Harp, be featured on point of sale materials in both on and off-premise locations and also participate in press events in support of the beer.

Harp Lager was first brewed in 1960 by Guinness under the guidance of German master brewer, Dr. Herman Muender. The golden, clear lager has a dry and malty front with a crisp and hoppy finish, with an ABV of 4.5% and 21 IBUs.

“Graeme is so passionate about beer that he really understands why we go through such lengths in our brewing process, why we’re so particular about the ingredients we use and why we sometimes seem obsessed about how we present the Harp legacy to our fans,” said Dan Buttling, SVP Marketing, Diageo Beer Company. “He grew up down the road from the Harp Brewery and has brewed beer himself, so he’s as all in on the brand as we are.”

It’s par for the course to drink responsibly; please remember to do so when enjoying a Harp in the clubhouse or at home.

 

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Posted by on November 17, 2016 in Beer, Beer News

 

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