Root Beer Underwrites Wills’ Tour

Move over Bud Light and Miller Lite. IBC Root Beer gets into the country sponsorship game with an endorsement of Mark Wills’ Loving Every Minute 2002 concert tour. The tie-in involves the usual promotions, local market sweepstakes, CD giveaways, concert tickets and backstage passes. IBC Root Beer is a brand of Dr Pepper/Seven Up, Inc. No dates have been announced for Wills’ tour, though Pollstar lists a show Jan. 18 at the Longbranch in Raleigh, N.C. Other IBC Root Beer-affiliated soft drinks include IBC Cream Soda, IBC Black Cherry, IBC Cherry Cola and Orange, Strawberry and Grape Crush. 12/11/01