PHOENIX, Jan. 11 /PRNewswire-FirstCall/ -- While Joe Montana and Jerry Rice were leading the San Francisco 49ers to victory over the Cincinnati Bengals in pro football's big game in 1989, Bud Bowl was making headlines in the very first television commercials featuring a "battle of bottles" between Budweiser and Bud Light.

Over 19 years Bud Bowl has evolved to become a multifaceted promotion in stores, bars and restaurants as well as a series of local events, including major concerts in the big game's host cities.

Anheuser-Busch and Hensley, the local distributor of Anheuser-Busch products for the greater Phoenix and Prescott Valley areas, are hosting Bud Bowl 2008, Feb. 1 - Feb. 2, in advance of the professional football championship. While a number of gridiron parties will take place in Phoenix and elsewhere, the marquee Bud Bowl block party will be one of the hottest tickets in town.

Bud Bowl will include the world famous Budweiser Clydesdales, the Bud Light Lounge, Bud Light MXT and live concerts at Axis/Radius, located at East Indian Plaza between North Saddlebag Trail and North Buckboard Trail. Snoop Dogg and Kid Rock will entertain Bud Bowl fans on Feb.1 and Feb. 2, respectively.

"Adult beer drinkers associate great times with Bud Light, an American light lager, and Budweiser, the Great American Lager. This is especially the case in Arizona, where consumers continue to call for our great beers," said Rick Castillo, geographic marketing manager for Anheuser-Busch. "Bud Bowl is our way of thanking those loyal consumers for their ongoing support. These complimentary concerts, featuring national acts Snoop Dogg and Kid Rock, will definitely add to the high-pitched entertainment surrounding the big game."

Bud Bowl Block Party, One Night Stand Concerts

On Feb. 1 and Feb. 2, Budweiser and Bud Light will stage two of the area's must-see "One Night Stand" concerts at Axis/Radius, featuring Snoop Dogg and Kid Rock. To attend the concerts, adult consumers 21 and older must have invitations, which can be obtained through Budweiser promotions in area bars, clubs and restaurants and through radio station giveaways. There will be no tickets or invitations available to the block parties on those evenings. Gates will open each evening at 8 p.m.

"Budweiser and Bud Light are the best-selling beers in Arizona and we want to add to the fun of championship weekend by bringing this top-notch entertainment to a unique block party atmosphere," said Castillo. "These 'One Night Stand' concerts will be among everyone's must-see events, plus we have a few other surprises for our special guests that will add to their enjoyment."

Budweiser Clydesdales

One of the highlights of Bud Bowl is the appearance of the eight-horse Clydesdale hitch. These "gentle giants" have been an Anheuser-Busch symbol of tradition since the first Clydesdale hitch and red beer wagon paraded to celebrate the end of Prohibition in 1933. This year also marks the 75th anniversary of this corporate icon.

The Clydesdale horses have been regulars in popular TV commercials surrounding the big game and will be making calls at retail accounts in Phoenix and Scottsdale where the public can view these amazing animals up close.

Bud Light Lounge and MXT

Although football is undoubtedly the focus of the week, fans will have an opportunity to view the updated Bud Light Lounge and the Bud Light MXT mobile unit at a number of retail accounts. The Bud Light MXT is armed with satellite TV, DVD and Xbox 360 state-of-the-art capabilities for a visual and aural consumer sensation.

Fans can chill or groove in the new Bud Light Lounge traveling exhibit. Introduced in 2006, the Bud Light Lounge uses state-of-the-art video and a variety of cutting-edge technologies to create a unique, interactive experience for up to 120 guests 21 years and older. Featuring a multi-level design, the 3,500-square foot Bud Light Lounge is comprised of six distinct entertainment zones for a fun, social and engaging experience. Areas include the Blue Room, a vibrant blue club-like atmosphere; Kick, a glowing, reactive video dance floor; and the Sky Deck, a public lookout area where guests can watch all the sports action on plasma TVs. Best of all, there is no admission fee.

Budweiser Designated Driver Programs

Anheuser-Busch and Hensley are partnering to offer three designated driver options to consumers to help them get home safely during the week leading up to the big game.

    -- ZINGO will have drivers positioned near area retail accounts in the Old
       Town Scottsdale area.  When ZINGO is notified that someone needs a safe
       ride home, a ZINGO representative rides a foldable scooter to meet the
       customer at his/her vehicle, places the scooter in the trunk of the
       vehicle and then drives that person home. After delivering the customer
       to his/her residence, the ZINGO representative retrieves the scooter
       and returns to Old Town to help the next patrons.  Hensley and
       Anheuser-Busch will sponsor a portion of the cost of the ride home.
       ZINGO's number in Arizona is 1-877-NO-DUI-AZ (1-877-663-8429).
    -- Anheuser-Busch and Hensley are also sponsoring a "Do the Ride Thing"
       safe-ride program throughout the greater Phoenix area the week of Jan.
       27.  Partnering with Discount Cab Company, Hensley will provide
       discount coupons ($10-$20 off a ride) at select bars and restaurants
       and at special events, providing people with a discounted ride home and
       a free ride back to their cars the next day.
    -- Phoenix-based Desi - the Designated Driver will also offer rides to
       consumers who may have had too much to drink.  Greg Murray, owner and
       operator of Desi takes both the customer -- and their vehicle -- home
       at a reasonable rate.  Customers ride with Desi in the cab of his
       truck, while their vehicle is transported behind.  Hensley will sponsor
       a portion of the fee.  Murray's service is available 24 hours a day,
       seven days a week.

"We're pleased to welcome football fans to Arizona for the big game," said Bob Delgado, president and chief executive officer of Hensley. "As they enjoy the city's nightlife and special attractions, we encourage fans to be part of the team and plan ahead by choosing a designated driver when the evening starts or using alternate transportation to get home safely."

Fortunately, Arizona fans will join millions of Americans in doing the ride thing. According to a recent survey conducted by Nielsen Media Research, 154 million American adults have either been a designated driver or been driven home by one.

For nearly a quarter century, Anheuser-Busch and its nationwide network of 600 independent wholesalers, including Hensley, have led the alcohol beverage industry in promoting responsibility and respect for the law, investing more than $675 million in alcohol awareness and education programs and partnerships.

Special Arizona-Only Bud Bowl Packaging

To build on the excitement of the return of the big game to Arizona following a 13-year hiatus, Anheuser-Busch unveiled Bud Bowl-specific secondary packaging statewide. The equivalent of 392,000 cases of Budweiser and Bud Light bearing the distinctive Bud Bowl Arizona logo were shipped in December for sale to consumers. The beer is packaged in 18-pack configurations of 12-ounce cans and nonreturnable bottles and 24-packs of 12-ounce nonreturnable bottles.

"Our investment in this Bud Bowl-specific packaging demonstrates our commitment to the dedicated football fans of Arizona," said Castillo. "Arizona fans are passionate about their Cardinals and are definitely excited to be hosting the league championship game. Our custom Bud Bowl packaging helps us tap into the excitement of the big game and reinforces to fans our support of the Cardinals and the league."

Anheuser-Busch BUD, now in its 20th consecutive year as the exclusive alcohol category sponsor of the Super Bowl broadcasts, holds category advertising exclusivity on telecasts through Super Bowl XLVI in 2012. The 2008 game will be carried on FOX.

Source: Anheuser-Busch