Detroit Metropolitan Wayne County has a new official beverage provider.
The Pepsi Bottling Group has “pouring rights” and a sponsorship under an agreement with the Wayne County Airport Authority under the multi-year partnership; it will be at more than 70 restaurants and retail outlets throughout the airport.
“This innovative and exciting sponsorship and pouring rights program will generate significant new non-airline based revenue for the airport during a time of economic uncertainty for many in the industry,” says Jack Vogel, senior vice president of business development and revenue management for the WCAA. “PBG’s world-class, diverse line-up of well-recognized beverage brands, along with their service commitment to our airport customers, make this program even that much more special, and we look forward to working closely with PBG and our concessionaires to meet the beverage needs of the millions of travelers who pass through DTW each year.”
PBG also expressed excitement over the agreement at DTW.
“The Wayne County Airport Authority has done impressive work to make flying in and out of Detroit a great experience,” says Byron Brooks, vice president of foodservice for PBG’s Central Business Unit. “With our wide variety of beverages to choose from — Pepsi, Lipton Tea, SoBe Lifewater and Crush, to name a few – we believe their experience will become even more enjoyable.”
The sponsorship agreement will help the company promotes its brands throughout the complex, while also giving additional income to the airport authority for maintaining and improving the passenger experience at the airport.
Another part of the contract includes PBG’s investment in additional airport recycling “green” initiatives. The company will develop marketing and communication programs to promote the complex’s initiatives and help fuel awareness of recycling among airport employees and travelers.
“Environmental sustainability is one of our primary areas of focus as we continuously look for ways to improve the efficiency of our operations,” says Myrna Mendez, vice president of concessions and commercial real estate. “Knowing that it is a top priority for PBG, as well, we are excited to bring our collective interest and creativity to increase our rate of recycling – a move that benefits the entire Detroit Metro community.”
The contract, technically with PBG Michigan LLC, became effective Aug. 1 and goes through Aug. 31, 2016. Revenues during the first year are expected to be at least $1M.