E-Malt.com News article: USA: Amstel Light joins PGA Exchange

The PGA Exchange, the official online destination for product information and commerce for PGA Professionals, golf industry suppliers and PGA Partners, announced on March 21 that Amstel Light has joined the PGA Exchange.

The PGA Exchange, is developed and operated by iCongo Inc., a leading provider of e-business systems and solutions, in collaboration with PGA Interactive, the production alliance of The PGA of America and Turner Sports Interactive (TSI), a Time Warner company (NYSE:TWX).

Amstel Light is the official beer of The PGA of America, with preferred pouring rights at the PGA Championship, 2008 Ryder Cup and the PGA Grand Slam of Golf. Through the PGA Exchange, PGA Professionals will be able to access important information relating to Amstel Light, its products and programs.

"Amstel Light's decision to join the PGA Exchange demonstrates our continued support to The PGA of America and its 28,000 Professionals," said Rich Byrne, Amstel Light brand manager. "Amstel Light is committed to supporting PGA Professionals and programs like the PGA Exchange that provide new and exciting online marketing and sales resources for PGA Professionals and golf industry suppliers alike."

The PGA Exchange allows PGA partners to present their specified marketing messages directly to PGA Professionals through a comprehensive suite of online marketing and communication tools. The PGA Exchange enables PGA Professionals to make more informed buying decisions, purchase products online, collaborate with suppliers, as well as obtain up-to-date product, inventory, order status and other information via the Internet.

"We are pleased that Amstel Light is joining the PGA Exchange," said Robert Rosenbloom, vice president, business development for iCongo, Inc. "We are confident that PGA Professionals will benefit from greater and easier access to Amstel Light's PGA-related program information through PGA Exchange."

About PGA Exchange and iCongo
The PGA Exchange, a PGA.com Business Program, is the official online destination for product information and commerce for PGA Professionals and golf industry suppliers. The PGA Exchange improves efficiency in the golf industry by creating a single destination for the 28,000 PGA Professionals at more than 8,000 golf facility and retail locations to effectively communicate and conduct business online with golf industry suppliers.

iCongo, Inc., is a leading software developer of e-business systems that enable companies to effectively collaborate with their trading partners, market and sell their products and services online, generate new business opportunities and efficiently transact business over the Internet.

About Amstel Light
On June 11, 1870, two Amsterdam businessmen, De Pester and J.H. van Marwijk Kooy, responding to the skyrocketing popularity of Bavarian beers in Holland, opened the Amstel Brewery in Amsterdam. In 1980, Amstel Light was born. It is now the No.1 imported light beer in the United States. Characteristic of this beer is a unique selection of raw materials and an intensive fermenting process. It's the beer drinker's light beer.


22 March, 2006