Alcohol Brands Compete for Serena Williams in the Super Bowl

Williams is endorsing both Rémy Martin and Michelob Ultra in The Big Game

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Rémy Martin, a nearly 300-year-old French cognac brand, is pursuing cultural relevance during a game that has historically strengthened America’s love of mass-produced beer. It is one of several brands benefiting from the end of AB-InBev’s 34-year exclusivity run, which barred any other alcohol brands from advertising in the game on a national level. 

A rep for Rémy Martin told Adweek that tennis star Serena Williams, who is starring in another ad for AB-InBev’s Michelob Ultra, has both a “commitment to excellence” and a “natural love of French culture” that made her the right fit for the spot.



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