LeBron James Will Stay in Cleveland for the Beer

The LeBron James free agency has generated more media coverage than the NBA finals. He has visited with the owners of six teams, all of them ready to build a private bank vault and fill it with greenbacks for the superstar.

If James stays with the Cleveland Cavaliers his maximum contract will be $125 million over six years. If he moves to another team, the maximum contract is $97 million over 5 years based on NBA rules. But his basketball contract is just part of the picture. The New York Knicks made a presentation to King James this week that included an economic analysis that suggested by coming to New York he would earn $1.94 billion in endorsement deals, at least double the potential of any other city. James appears motivated to find a club where he can win an NBA title or two along the way. The Cavaliers have never won an NBA title. The Knicks last won the championship during the 1969-70 season.

All of this money talk has to be weighing on the 25 year old. That's why the offer from Chardon BrewWorks & Eatery in Chardon, Ohio (about 30 miles from the Quicken Loans Arena in downtown Cleveland) should cinch the deal for the Cavaliers. The brewpub has made a public pledge to give James free beer for life if he signs with the Cavs and stays in Cleveland.

Name me one 25 year old who would turn down a deal that includes free beer for life. Admit it, you cannot come up with a single name.

LeBron is staying in Cleveland.

Who Will Win the World Cup? Only One Thing is Certain: There Will Be Beer

The nerves of players from 32 countries are a bit on edge today as the world's biggest sports tournament gets underway in South Africa. Brewers are also experiencing pre-tournament jitters as they brace for a crush of thristy World Cup soccer fans.

South African brewers say they plan to launch a "military operation" to make sure beer fans won't go thirsty. Estimates are that locals and supporters in the country for the World Cup will consume 17 million pints of beer above and beyond what would normally be tossed back in South Africa.

To meet the challenge, South African Breweries says it will use a fleet of refrigerated beer trucks stationed at key areas in major cities so they can be immediately dispatched to bars and stores running low under a wave of celebrating fans.

Which team will win the World Cup? Does the drink in your hand offer any hints? Check out this post for the fearless Lyke2Drink World Cup prediction.

Can the Drink in Your Hand Predict the World Cup Champion?

The FIFA World Cup kicks off in South Africa a month from today when the host country takes on Mexico in Johannesburg.

When this tournament is played every four years productivity takes a major hit as workers have sudden unexplained illnesses on the days when matches involving their countries are played. Wagering on fixtures is big business based on the number of casinos posting odds on the teams – the odds listed below are from United Kingdom’s bet365 Group Limited. And the tournament provides a big boost to the drinks industry, not only in the host country where thirsty fans from around the world put a strain on the distribution system, but also back home where supporters either celebrate victories or drown their sorrows after each match.

As the teams make final roster adjustments and fans look hard at group stage opponents to see how likely it will be for their teams make it to the round of 16, Lyke2Drink has decided to play a fantasy World Cup not based on soccer playing prowess, but instead by examining the skill and creativity the country brings to the drinks world. Might it be that a country’s drinking heritage is a sound predictor of its performance on the 2010 World Cup stage?

Take a look at the results of the Lyke2Drink World Cup and follow along during the action in South Africa. The bookies might want to take notice and adjust the odds.

Group Stage

Group A
1. France (18:1) France wins the group based on the strength of its many wine regions.
2. Mexico (80:1) Tequila can do many things, including helping Mexico advance.
3. South Africa (125:1) Before South African Breweries became SABMiller and moved their headquarters to London the hosts may have pulled off an upset.
4. Uruguay (100:1) The per capita alcohol consumption in Uruguay would have put them through in some other groups. Not this one.

Group B
1. Argentina (7:1) The mighty Malbec grape helps Argentina win the group.
2. Greece (150:1) Ouzo served liberally gets Greece to the knock out round.
3. South Korea (250:1) Riding high on traditional Soju, Yakju, Cheongju, Takju, along with fruit, flower and herbal wines, watch out for upset minded South Korea.
4. Nigeria (150:1) A large Muslim population in Nigeria means that a significant segment of the country refrains from alcohol. Beer is by far the most popular alcohol beverage and sales are growing, so look out in 2014.

Group C
1. USA (80:1) Combine the strength of the craft beer movement, popularity of California wines on the world stage and the demand for Bourbon and you have a group stage upset.
2. England (6:1) Fans might be bitter (while drinking a pint of Bitter) about not winning the group, but England survives to fight another day.
3. Slovenia (200:1 )Fans will need a shot or two of Brinjevec to get over their disappointment.
4. Algeria (350:1) The sale of alcohol is restricted and taxes on booze are very high in the country. Many shops selling beer and wine were forced to close recently.

Group D
1. Germany (12:1) Germany wins this group based on Bavaria’s Beer output alone.
2. Australia (125:1) The Aussies pull an upset in the group thanks to the one two punch of good affordable Wine and crisp Lagers.
3. Ghana (66:1) Palm Wine, Pito (millet wine) and Akpeteshie (a local 80 proof spirit) make a good case, but Ghana falls short.
4. Serbia (66:1) Rakia and Slivovitz are not powerful enough to move the Serbs forward.

Group E
1. Netherlands (12:1) Dutch courage is on full display. Genever helps Holland sweep the group.
2. Japan (250:1) People did not see this coming, but Sake and Japanese Beer pulled off the major upset.
3. Cameroon (100:1) A few years back promotional beer bottle caps were turned into make shift currency by locals. Cameroon just fails to make it out of the group.
4. Denmark (150:1) Carlsberg and Schnapps notwithstanding, Denmark makes an early departure.

Group F
1. Italy (12:1) Italy does not even have to break out the Grappa to win this group.
2. Slovakia (200:1) Decent Pilsner-style beers, a strong local Wine industry and Slivovica and Borovicka brandies carry Slovakia to the next round.
3. New Zealand (2000:1) Sauvignon Blanc and Lager is just not enough to move forward.
4. Paraguay (80:1) Among drinkers in this group, Paraguay is dead last by a good margin in per capita consumption. They just did not come ready to play.

Group G
1. Brazil (5:1) Cachaca has the Brazilians doing the samba into the next round.
2. Portugal (28:1) Portugal is ranked at the top of alcohol consuming countries in Europe. They have earned a place in the next round.
3. Ivory Coast (28:1) Beer is more popular than water in most of the country, but this is a very tough group.
4. North Korea (1500:1) The government allowed its first ever advertisements for Beer just last year. And North Korean diplomats have been tossed out of a couple of countries from smuggling alcohol into those nations.

Group H
1. Spain (4:1) Sherry and Cava help Spain win this group in style.
2. Chile (66:1) They have been making Wine in Chile for five centuries and they are a force on the world market. No need to break out the Pisco to move to the next round.
3. Switzerland (150:1) Domestic Beer, Wine and Eau de Vie just is not enough in this group.
4. Honduras (1000:1) Some decent Lager Beers for hot days, but no way competitive in this group.

Round of 16

France vs. Greece: The French use Cognac and Calvados to match up against Ouzo and Greek beer. Champagne scores the winner.

USA vs. Australia: The Aussies come out strong, but they cannot keep up with the Americans who throw Moonshine in as a second half sub on the way to the win.

Netherlands vs. Slovakia: The Dutch come out of the gate strong with a winning line up of Beers the Slovaks cannot match.

Brazil vs. Chile: A very tightly contested match. Chile scores early with great Wines at value prices, but the Brazilians come back with major Beer brands and rounds of Caipirinhas.

Argentina vs. Mexico: An interesting match, but just when Argentina thinks it has an answer for Tequila, the Mexicans (coached by the Most Interesting Man in the World) start doing shots of single village Mezcal.

Germany vs. England: One of the best matches of the tournament. Lager vs. Ale. Gin vs. Schnapps. This one is close until Riesling is awarded a penalty kick in extra time. The Germans move on.

Italy vs. Japan: Never in doubt as Italy gets to rest some of its stars and Lemoncello even gets in on the scoring.

Spain vs. Portugal: The battle of the Iberian Peninsula. Spain’s Wine production and quality are just too much for Portugal, even with a strong performance from Port.

Quarter Finals

France vs. USA: Just like the Judgment at Paris turned the French wine world on its ear, French supporters find the U.S. drinks team is too much to handle. Bourbon, Tennessee, Rye, Wheat and Corn Whiskies are just too much.

Netherlands vs. Brazil: In an upset, the Dutch show they originated Gin and cause the Brazilians to go on defense for much of the match trying to prove Cachaca is not just an off shoot of rum.

Mexico vs. Germany: In a low scoring match, the Germans push home the winning goal by showing unexpected beer diversity at mid-field with Rauchbier, Gose, Kolsch and Hefeweizen.

Italy vs. Spain: A very tough quarter final that finds Prosecco and Cava getting early scores. Chianti proves to be the difference in this match.

Semi Finals

USA vs. Netherlands: The U.S. unleashes Wines from the west coast, with Napa, Sonoma, Oregon and Washington giving the Netherlands early troubles. In the end, oak aged Beers from microbrewers produce a surprise shutout of the Dutch.

Germany vs. Italy: The Italians lead with their strength: Wine. The Germans answer with Beer. The match is decided in added time by a header. Since German Lagers have heads and Italian Barolos do not, the Germans reach the finals.

Third Place Game

Netherlands vs. Italy: Italy gets some help from Grappa in slowing the Dutch down. DOCG wines are just too much to handle and Italy takes third place.

Final

USA vs. Germany: In this match between titanic drinks nations you have to look at history to find separation. The Germans have lived by the Reinheitsgebot beer purity law for centuries. They far out consume the U.S. on a per capita basis. America actually had prohibition from 1920-1933.

The Germans win the Lyke2Drink World Cup.

NASCAR Hall of Fame is Likely the Only Sports Museum With a Moonshine Still

This is a big week in Charlotte, N.C. On Tuesday the NASCAR Hall of Fame officially opens its door. From Thursday to Sunday an event called "UltraSwim" featuring Olympic swimmer Michael Phelps takes over the Mecklenburg Aquatic Center. On Friday to Sunday, the National Riffle Association annual convention comes to town with featured speakers Sarah Palin and Glenn Beck.

Even though the last three North Carolina governors have been Democrats, I just may live in a Red State.

No matter your political leanings, if you enjoy adult beverages and cars that go fast a trip to the NASCAR Hall of Fame is worth the $19.95 price of admission. I got the chance to get a sneak peak at the facility a few days back thanks to Jake Koneman, who is engaged to marry my daughter, Brhea. Jake has a history degree from the University of Wisconsin-Milwaukee and did an internship cataloging artifacts donated to the Hall of Fame. He spent hours sorting through everything from engine parts to NASCAR Winston Cups. For all of his hard work he was given a pair of tickets to see a preview of the facility.

The 150,000-square-foot NASCAR Hall of Fame honors the history and heritage of NASCAR. A big part of that history is intermingled with alcohol. Part of the legend of the early days of NASCAR is that moonshine runners started get together to race their cars for bragging rights. As the racing became more popular, safety and competition rules were needed and NASCAR was born.

The best known moonshiner turned racer is Junior Johnson. He made his first moonshine run at the age of 14 and was convicted in 1956 on a charge of producing illegal liquor. He served 11 months in federal prison and years later was pardoned by President Ronald Reagan. Johnson launched a commercially produced "legal" moonshine a couple of years back.

Johnson won the second Daytona 500 in 1960 and was credited for the discovery of drafting on super speedways. He won 50 races at NASCAR's top level before becoming a car owner. His drivers won 132 races and six championships.

Johnson donated something to the NASCAR Hall of Fame you won't see in Cooperstown or Canton: a working moonshine still. Johnson actually had to assist museum staff correctly install the still, which can be found on the fourth floor of the museum. I guess the basics of building a still are something you don't forget.

Johnson's still is not the only drinks related piece of memorabilia in the Hall of Fame. Cars carrying the sponsorship of Coors, Busch, Miller and Miller Lite are featured. Other memorability, trophies, video and photos show how drinks companies have marketed to race fans.

One of the more interesting exhibits concerns the 1979 Daytona 500 and its role in propelling the sport to popularity outside of the southeastern United States. A snow storm hit much of the northeast and it was the first 500 mile NASCAR race to be broadcast nationally in its entirety, creating a large television audience. As CBS viewers watched, Cale Yarborough, driving the Busch beer sponsored car, made a final lap move to pass Donnie Allison on the back stretch. Allison blocked him and the pair crashed. Richard Petty ended up winning the race, but before cameras showed the victory lane celebration viewers got an eye full of Allison, his brother Bobby Allison and Yarborough trading punches. A legion of fans were created almost instantly.

No one is expected to duke it out at the Hall of Fame opening on Tuesday. Dale Earnhardt, Bill France Jr., Bill France Sr., Junior Johnson and Richard Petty will be inducted into the Hall of Fame as the inaugural class during ceremonies on May 23rd.

Yonke Motorsports Pints for Prostates Pro Stock Takes on zMax Dragway in NHRA Four-Wide Nationals

Race fans are getting a dramatic reminder at more than 200 miles per hour of the importance of regular prostate health screenings and PSA testing during the inaugural NHRA Four-Wide Nationals at zMax Dragway from March 25-28.

Yonke Motorsports is partnering with the Pints for Prostates campaign to promote men’s health. The Pro Stock entry driven by Bob Yonke will carry the Pints for Prostates logo throughout the weekend. Yonke is currently ninth in the NHRA Pro Stock standings after three races. After two qualifying runs on Friday, Yonke is in fourth and will make two more runs on Saturday. The eliminations will be held Sunday. You can check out the action on ESPN2 on Saturday from 7-9 p.m. (ET) and Sunday from 5-7:30 p.m.

“Pints for Prostates is thrilled to be partnering with Yonke Motorsports for the NHRA Four-Wide Nationals,” said Rick Lyke, founder of Pints for Prostates. “Our mission is to raise awareness among men about the need to take charge of their health. The NHRA reaches the exact demographic that must hear this message and Pints for Prostates is fortunate that Yonke Motorsports is giving us this opportunity to reach men at the dragway and watching the action on ESPN2.”

“Prostate disease is a very serious issue for all men, as one out of every six men during their lifetime will be diagnosed with some form of prostate cancer,” said Bob Yonke, team owner and driver. “Early detection is as simple as a blood test during a routine check up with your primary care physician or urologist, you just need to ask them to check your PSA.”

“I started having my prostate checked annually at the age of 45, as my father was diagnosed and successfully treated for prostate cancer at the age of 50,” Yonke said. “It is with great pride and enthusiasm that we have the opportunity to partner with Rick and Pints for Prostates to reach out to the NHRA drag racing community during the inaugural 4-Wide Nationals at ZMax dragway in Charlotte”.

Yonke is issuing a challenge to all drivers and teams to participate in raising awareness about prostate cancer throughout the NHRA community, He encourages all Four-Wide Nationals sportsman participants to donate $20 to Pints for Prostates, while he has personally committed to donate $100. He also challenges all professional teams to match his further commitment of $500 for a qualifying effort, and in making an additional $500 donation for every round win. “I can assure you that this is a very worthwhile cause and that each and every driver in our series will experience personally, with a family member, or with a friend, some form of prostate disease,” adds Yonke.

After qualifying sixth in Phoenix, Yonke achieved the rare feat of reaching the finals in the very first Pro Stock race for which he qualified. In 2002, Yonke and partner, Chris Ringel, started Advanced Medical Partners Inc., a mobile medical business based in Arlington, Texas, that treated approximately 6,000 prostate cancer patients annually with Cryotherapy. The sale of that business in 2008 helped launch Yonke’s full time entry into NHRA Pro Stock as a 49-year-old rookie campaigner.

Fans got the chance to see the Yonke Motorsports Pints for Prostates Pontiac GXP entry and meet Yonke on Wednesday at Olde Mecklenburg Brewery in Charlotte as part of Charlotte Craft Beer Week.

“Every week nearly 4,000 men in the U.S. hear the words ‘you have prostate cancer.’ The key for these guys is detecting the disease in its early stages when treatment is nearly 100 percent successful. This is a great opportunity to reach followers of the NHRA,” said Lyke, a 49-year-old Charlotte, N.C., marketing executive and drinks journalist who had successful prostate cancer surgery in April 2008.

Since being launched in late 2008, Pints for Prostates has reached approximately 80 million people through a combination of donated advertising, news articles, appearances at beer festivals, and coverage on websites and blogs. In 2009, the program was featured at the Livestrong Global Cancer Summit in Dublin, Ireland, and profiled on CNN’s Vital Signs program hosted by Dr. Sanjay Gupta.

Hey Toyota: Let the Pints for Prostates Car "Race"

Toyota has been having more than its share of problems in recent months. They've had to recall 8.5 million vehicles to solve various safety issues, most involving accelerators and braking systems. Critics have charged the recalls came only after Toyota had ignored customer complaints and accident reports.

This week Toyota Chairman Akio Toyoda was the guest of a House of Representatives hearing and later gave a tearful apology to company employees. U.S. Secretary of Transportation Ray LaHood said the recalled Toyota vehicles are "not safe." Sales of Toyotas are said to be off 10 percent.

In the middle of all of these problems, Toyota continues to try to market its cars. For most of my driving life the Toyota brand has stood for quality, but that reputation has suffered a major body blow. Still, with its involvement in NASCAR, Toyota Racing has launched a major advertising campaign asking fans to "Sponsafy" a car. Fans can create a virtual NASCAR car and through a voting process the top car will end up as a pace vehicle at the NASCAR Sprint All-Star Race in Charlotte on May 22nd.

Well, I thought "sponsafying" a car for the contest might be a fun way to promote the Pints for Prostates campaign and reach a few men with a simple message: "Get a PSA Test." After all, look at what the NFL did for the cause of breast cancer awareness early this past season by allowing players to wear pink. Click on the photo and you'll get a view of the Pints for Prostates car that was submitted.

Amazingly, Toyota Racing has rejected the design saying it "Contains offensive or inappropriate content." Really? What is offensive about a car design that encourages men to pay attention to their health? Using the universal language of beer to reach men with an important health message certainly cannot be inappropriate for a sport that was once sponsored by a tobacco company and has had cars sponsored by beer, spirits and wine brands for decades. Makes you wonder if Toyota has something against men's health?

There is still time for the Pints for Prostates ride to be part of the Toyota Sponsafy promotion and with your help we can make it happen. Please send a quick email to Kym Strong (kym_strong@toyota.com) of Toyota Motorsports and Greg Thome (greg_thome@toyota.com) of Toyota Corporate Communications. Use the subject line "Race the Pints for Prostates Car."

Thanks for your support.

A Molson Might Again Own the Montreal Canadiens

We in the middle of some pretty amazing hockey as we near the Stanley Cup finals, but the team that has won the most cups -- the Montreal Canadiens -- made an early exit thanks to a sweep handed out by the Boston Bruins.

Now media reports in Canada have surfaced that say George Gillett Jr., the American owner who also lists the English Premier League's Liverpool soccer team and an ownership position in Richard Petty Motorsports in NASCAR, might be preparing to sell the Canadiens. The buyer could just end up being familiar to hockey fans and beer drinkers.

Geoffrey E. Molson says he is preparing a bid on behalf of several family members to acquire the team. At the moment Molson Coors Brewing Co. owns 19.9 percent of the hockey team. Two other potential bidders are also on the scene: Quebecor and BCE, both Quebec-based companies. For his part Gillett has stopped short of saying the team is for sale, noting he is reviewing options.

The Molson family owned the Montreal Canadiens from 1957 to 1971. Molson Breweries bought the team in 1978 and owned all shares of the club until selling a majority interest to Gillett in 2001.

California League Baseball Team Backing Pints for Prostates

The Visalia Rawhide (Single A affiliate of the Arizona Diamondbacks) have decided to partner with Pints for Prostates and Us TOO International Prostate Cancer Education and Support Network to help raise awareness about the need for men to get regular health check ups and PSA testing.

The team will host “Prostate Cancer Awareness Day” on May 2nd when the Visalia faces Lancaster. Rawhide players will wear blue shoe laces during the game and the laces can be purchased by fans with the funds going to Us TOO International.

The Rawhide will face Stockton on May 7th and Modesto on June 25th in California League action. Donations will be accepted at these two Thirsty Thursday promotions with funds going to support prostate cancer awareness efforts.

On June 21 the team will host a Father’s Day Brunch and Fantasy Camp. During the luncheon a speaker will address the need for men to become active in managing their health by getting regular prostate health screenings.

The Rawhide have produced a long list of Major League players, including Evan Longoria of the Tampa Bay Rays (2008 Rookie of the Year) and Hall of Famer Kirby Puckett. Jim Flavin, Ballpark Operations Manager for the Rawhide, has been instrumental in getting the team involved with Us TOO International. He got involved after seeing a Pints for Prostates ad that had been donated by Sports Illustrated. The Rawhide partnership will help reach men in central California with a critical health message.

Back to The Roots of NASCAR: Former Driver Charged with Moonshining

NASCAR can trace its history directly to moonshiners who needed fast cars to evade police. In rural Wilkes County, N.C., not far from the disused North Wilkesboro Speedway a former champion proves the sport is still true to its roots.

Dean Combs, 57, was charged recently with making non-tax paid liquor, as well as possessing ingredients to manufacture and possessing equipment to manufacture non-tax paid liquor. Yup, Combs was making moonshine.

Combs was a five-time champion of NASCAR’s Goody's Dash Series, piling up 60 wins in the compact car series. In the early 1980s, he appeared in 24 races in the top level NASCAR series, now known as the Sprint Cup. Ironically, Combs had once served as a crew chief for car owner Junior Johnson, a NASCAR great who was once jailed for bootleg whiskey making and now has a legal moonshine on the market.

Based on some of the photos that have appeared in newspapers like the Winston-Salem Journal and reports from the North Carolina Division of Alcohol Law Enforcement and the Wilkes County Sheriff's Office, Combs was running a pretty elaborate still. The stainless steel equipment included a primary and secondary condenser and used 180 feet of copper tubing. Authorities claim the operation could make 300 gallons of corn whiskey per run. They found 200 gallons of moonshine, 3,000 pounds of sugar and about 1,150 gallons of corn mash be prepared and police believe another batch had recently been finished.

Law enforcement officers say Combs helped them destroy the still and Combs is quoted in local media as saying the agents complimented the product. "They even bragged on it, said they’d never seen spring water that clear,“ he said.

Troops in Iraq to Get Super Bowl Beer

It will be a few weeks before we know who will play for the NFL championship, but some troops in Baghdad are already cheering for the big game.

General Order No. 1 bans U.S. troops from drinking alcohol in Iraq. Not only is the order meant to try to restrict alcohol use -- which many Muslims find offensive -- it also sounds like a pretty good way to maintain a sober force in a war zone. Still, it would be a boost to morale if off duty troops could relax with a beer.

In perhaps what is only the second exception to the rule since the war began, troops will be able to enjoy a beer during the Super Bowl. Troops will be able to have two servings of beer only during the Feb. 1st game. The beer must be consumed in dining facilities where soldiers can watch the game.

For many troops in the middle of their second or third deployment having a cold beer while watching the game is one small bit of normalcy in the midst of the mayhem. I suggest when we all crack open our first beer on Super Bowl Sunday that we say a toast to the men and women on the front lines.

Chicago Acts to Block Wrigleyville Alcohol Sales in Case of Championship Run

It has been 100 years since the Chicago Cubs have won the World Series. They have flirted with it in the past, only to break the hearts of the Cubbies faithful. Could this be the year? Some Chicago city officials appear to think so.

The area around Wrigley Field is filled with bars and restaurants. No one goes thirsty in Wrigleyville. A game day when the Cubs are in town resembles a beach resort on Labor Day weekend. You really start to wonder if anyone has a job in Chicago. But it is mostly good fun. Fans who cannot buy a ticket or don't want to bother with the live baseball part of the Chicago Cubs experience go to one of the dozens of nearby bars. They can drink in the experience and watch the game on big screen televisions.

Yesterday the City of Chicago negotiated a deal that is a little amazing given that the actual enforcement of the "Cubs Celebration Regulation" might be a little difficult. I remember reading in the history books that Prohibition did not quite work out in the Windy City.

Meeting at John Barleycorn's Restaurant on Clark (yup, they negotiated the deal in a bar) city officials and bar owners agreed to cut off alcohol sales after the seventh inning of any playoff or World series game in which the Cubs have a chance of clinching the series. The prohibition on alcohol sales will last for one hour. If the game goes to extra innings, the bars can start selling beer, wine and spirits again.

Chicago Mayor Richard M. Daley had wanted the seventh inning ban to apply to all Cubs playoff games at Wrigley, fearing fans could spill into the streets and turn violent. The compromise on series clinching games includes bars on Sheffield from Newport to Irving; on Clark from Irving Park to Newport; and on Addison from Wilton to Racine.

Bristol & Beer

I spent last weekend attending races at the Bristol Motor Speedway in Bristol, Tenn., with my wife and 160,000 NASCAR fanatics.

The Sharpie 500 night race for Sprint Cup cars is one of the toughest tickets in sports. It looked to me like most of the fans came ready for a good time. Even with the population of a good sized city crammed into a stadium wrapped around a half mile race track, I still believe I was the only one enjoying Alexander Keith's India Pale Ale from Nova Scotia.

So what does racing have to a blog about beverages? Check out all of the beverage marketing taking place at Bristol and NASCAR tracks each weekend. This is just a small sample.

Olympic Cellars Cannot Go for the Gold

There is still a week remaining in the Beijing Olympic games for athletes to capture medals, but for Washington's Olympic Cellars the hopes of gold have been cut down in size.

The U.S. Olympic Committee went after the small winery, which is named for the peninsula where it is located and the nearby Olympic Mountains. The Olympic Committee has federal law on its side and can take any business to court that uses the Olympic name. It sounds logical if someone decided to open a chain named "Olympic Training Gym" or if a business such as "Olympic Pest Control" opened in Lake Placid, N.Y. They would clearly be trading off the Olympic trademark.

To go after a business that is named for the region where it is located is a bit of a strong armed approach to trademark protection. Olympic Cellars has been around since 1992 and actually had gained approval from the Olympic Committee in 1999 to use the name for its website address. The Olympic Committee and the winery have reached a compromise that lets the company keep its name and website as long as sales are not "substantial."

Operators of Olympic Cellars cannot disclose the exact terms of the agreement. It appears that as long as the winery sales are primarily local, the Olympic Committee will not complain. It will leave the field open for the committee to find a wine or other beverage sponsor for U.S. teams.

Olympic Cellars owner Kathy Charlton plans to use the "Working Girl Wine" brand more extensively in the future.

Free Beer for Life Offer Rejected by Austrian Soccer Bosses

Ivica Vastic should be one of the happiest men on the planet today. He may still be, but just not quite as happy as he could be.

Vastic plays for Austria's national soccer team competing in the Euro 2008 Championships. Austria is not a huge soccer power, they're ranked 92nd in the world, but they are co-hosts for the tournament with Switzerland. This is the first time the country has played in the European championship finals. On Thursday, Vastic attained national hero status, scoring on a penalty kick during injury time and allowing Austria to draw 1-1 with Poland.

Ottakringer Brauerei of Vienna made a promise going into the tournament to provide a lifetime supply of free beer to any Austria player who scored a goal for the team in its first round matches against Coatia, Poland and Germany. Austria lost to Croatia 1-0 to open the tournament.

But before Vastic could have that first celebratory free beer, Austria's top soccer official has pulled the plug on the Ottakringer offer. "We don't need such type of motivation. We need three points against Poland, but we definitely need no beer belly," said Alfred Ludwig, secretary general of the Austrian Football Association, in several media reports.

It's not that Ludwig has anything against beer. Stiegl Brewery already supports Austrian soccer and the company also distributes Carlsberg, which is the official beer of Euro 2008. There's no word on whether Stiegl or Carlsberg plans to step forward and at least buy Vastic a round for his game saving goal.

Did the Red Wings Drink Bud Light Out of the Stanley Cup?

The Detroit Red Wings won their 11th Stanley Cup last night, beating the Pittsburgh Pengiuns 3-2. The game was played while the ink was still drying on an agreement between Anheuser-Busch in the U.S. and Labatt in Canada with the National Hockey League to keep Bud Light as the "official beer of the NHL" through the 2010-11 season.

Bud Light has been the official beer of the NHL since 1998. With the deal Bud Light also is the exclusive beer sponsor of the NHL All-Star Game and the NHL Winter Classic, a game played this season outdoors at Ralph Wilson Stadium in Buffalo in front of a record crowd of 71,217.

While I've not seen any photographs of Red Wing players drinking a Bud light out of the Stanley Cup, it's almost certain that NHL Commissioner Gary Bettman would approve. While no dollar amount for the deal was announced, some sports business experts say the agreement is likely worth $75 million.

Hockey Greats Use Wine to Raise Charity Funds

The N.H.L. Alumni Signature Wine Series has been launched honoring eleven former players and raising money for a host of charities.

The National Hockey League Alumni Association endorsed program includes six chardonnay and six cabernet sauvignon wines made at Ironstone Vineyards in the Sierra Foothills area of California. Players featured include Detroit Red Wings Gordie Howe and Ted Lindsay; Chicago Blackhawks Bobby Hull and Tony Esposito; Philadelphia Flyers Bobby Clarke and Dave Schultz; Buffalo Sabres Pat LaFontaine and Rob Ray; New York Islander
Clark Gillies and Pat LaFontaine; and New York Rangers Mike Richter and Rod Gilbert.

Every bottle of wine sold results in a donation to the charity of each player’s choice; a donation to the teams’ Alumni Association; and a donation to benefit the N.H.L. Alumni Association’s "Hockey’s Greatest Family Fund."

Charity Wines Rolling Out Wines Honoring Baseball Hall of Famers

Charity Wines is rolling out four new labels that recognize baseball heroes and help raise funds for charities.

Ernie Banks 512 Chardonnay, a 2006 California chardonnay, benefits the Ernie Banks Live Above & Beyond Foundation, which works to eliminate prejudice, support programs that enhance neighborhoods and relieve discrimination among various age groups and races.

Eddie Murray 504 Cabernet Sauvignon, a 2006 California cabernet sauvignon, raises funds to support the Baltimore Community Foundation, which makes grants to a number of charitable organizations including schools for at risk children.

Mike Schmidt 548 Zinfandel, a California zinfandel, benefits The Cystic Fibrosis Foundation, which is working to find a cure for cystic fibrosis and to improve the quality of life for those with the disease.

Brooks Robinson Chardonnay, a 2006 California chardonnay, supports the Baltimore Community Foundation, which makes grants to a number of charitable organizations.

You can get more information on these wines and other sports personality labels at http://www.charitywines.com.

New Push for Sunday Sales in Georgia

More than 30,000 Georgia voters have signed a petition to ask the state to allow retailers to sell alcohol on Sundays.

The Georgia House and Senate may take up the measure because they are already slated to consider proposals that would allow Sunday beer sales at a new baseball stadium in Gwinnett; enable Internet wine sales from Georgia farm wineries to consumers in the state; and permit limousine services to serve alcohol to customers.

Supporters of the bill are racing the clock as the Georgia legislative session heads into its final weeks. Last year a bill to allow Sunday sales died in committee. The Georgia Christian Coalition has come out against the proposal and Gov. Sonny Perdue, who does not drink, is said to be against the measure. He could veto any bill passed by the legislature.

The Georgia petition in favor of Sunday sales can be found at www.petitiononline.com/GASB138/petition.html. Another website, votesundaysales.com, was started by retailers supporting the move.

Piedmont Distillers Powers Daytona 500 Entry With Moonshine

NASCAR and bootleg moonshine share a common history in the southeastern United States. It is only fitting that for the 50th Daytona 500 taking place next week that a legal moonshine company is sponsoring a car in the sport's premier race.

Piedmont Distillers of North Carolina is sponsoring Jeremy Mayfield’s Haas CNC Racing entry in the Daytona 500. The number 70 car will be promoting Junior Johnson's Midnight Moon brand. Johnson, who won the race in 1960 and ran illegal moonshine in his youth, is also driving the pace car for the big race.

Mayfield first competed in NASCAR’s top series in 1993. He has five wins and has earned more than $32 million in his career. The Haas 70 car is locked in the field for the race thanks to finishing among the top 35 cars at the end of last season. Mayfield has to be considered a long shot in the field, but for a small spirits brand like Midnight Moon the race could be a marketing bonanza. Piedmont's marketing budget is dwarfed by brands like Budweiser, Jim Beam, Jack Daniel's and Miller Lite, other alcohol brands in the race, but the link between moonshine and NASCAR, along with the Junior Johnson connection, means the car will get more than casual attention. NASCAR fans are also noted for strong loyalty in supporting products that sponsor teams.

Piedmont Distillers is the only legal spirits distillery in North Carolina. In addition to Junior Johnson’s Midnight Moon it also makes Catdaddy Carolina Moonshine. That brand has also had involvement as a NASCAR sponsor. The brands are available in 12 states: North Carolina, Florida, Georgia, South Carolina, Illinois, Mississippi, Virginia, Wisconsin, Louisiana, West Virginia, Kentucky, Tennessee and Alabama.

Are You Ready for Super Bud Bowl XLII?

Sunday is one of the largest -- if still unofficial -- holidays in the United States. An estimated 90 million people will watch the New England Patriots take on the New York Giants on Fox in Super Bowl XLII, while a lucky few advertisers will risk $2.7 million per 30-second time slot to try to grab the attention of television viewers.

That's right, I did say lucky advertisers. These companies and their advertising agencies are indeed lucky. First of all, there is more demand for space in the game than there is space. Political candidates were turned away because Fox realized it could not meet the fairness doctrine by offering equal time to all presidential candidates. Certainly, not every company has the marketing budget to support spending that kind of money in half a minute. And, in a time when media fragmentation is making it harder to reach a mass audience using mass media, the Super Bowl is as close as a big time brand can get to the days when there were just three national television networks and prime time was really prime.

The biggest of the big advertisers on the Super Bowl this season is Anheuser-Busch. When Super Bowl XLII is over, Budweiser and Bud Light will have been featured in one 60 second and six 30 second spots. That's right, A-B is buying four minutes of real estate in the game, with a street value of $21.6 million. A-B pays slightly lower rates because of volume discounts, but it does pay a premium to be the exclusive beer advertiser in the game. There will also be a spot that cell phone users can watch at the end of the game that ties into a promotion being run by the brewery.

If this was a political primary, it would be said that A-B benefits from a big bounce delivered by the game. Last year the A-B Super Bowl spots were watched 30 million times after the game by web surfers. A-B is making sure that the spots are widely available this year on YouTube and other sites.

Is it worth it? A-B must think so, during the last 20 years they have outspent the next closest advertiser overall by two to one and A-B has locked up the game through 2012.

Miller Brewing has decided not to ignore the King of Beers ad gambit, instead launching a new ad in the Miller Lite Dalmatian series that attempts to hijack one of the menagerie of animals A-B has used in its ads over the years. Miller Lite will spend about as much as a single spot on the Super Bowl to air the spot about 300 times in the four days leading up to the game on a variety of networks. The company has reportedly dispatched a number of Dalmatians and pretty women handlers to attend various Super Bowl functions in Arizona.

If Miller is frustrated by A-B's strangle hold on the Super Bowl, the neo-Prohibitionists at the Marin Institute are down right furious. They have called on the National Football League, broadcast networks and A-B to halt all alcohol advertising in the game, claiming that so many underage consumers watch the event that the ads are actually targeting youth. The fact is that the game is one of the few times most American families are actually gathered around the same television set at the same time. If the Marin Institute was at all interested in encouraging responsible consumption and having parents discuss the healthy use of alcohol with their kids they might be better served seeing if the NFL or Fox would donate some time for a public service message on the topic. Scratch that, they'd rather throw bombs through the media.

It will be interesting following the game to not only hear the analysis of how the teams performed, but also to see which spots overall get the highest favorable ratings from consumers. Surely, whether or not he wants the Patriots or the Giants to win, Bob Lachky, executive vice president for global industry and creative development at A-B, will have more than a passing interest in that score.