'Yankees skipper makes time for tea', Vol 8,(22), p8, by David Shemilt.

This article identifies ‘Bigelow’ tea’s new endorser, Joe Torre, the New York Yankees manager and apparently an avid tea drinker.
Discussed in this article is the marketing group Vision Sports' methods and strategies of marketing their product. When the manager and PR representatives of this organization came together, I would have loved to have been a fly on the wall and have listened in to how they came up with this. It is a great accomplishment for Vision Sports Group, with beer and soft drink brand names most associated and econimically affiliated with baseball, this promotion will probably not push tea to the front of the baseball consumers minds whilst they are watching a game, but it just shows what you can achieve if you have an innovative and creative management (in this case Mary Gostfrand of Vision Sports Group) and marketing team. The target audience appears to be the baseball loving fans of New York and with an effective and well timed marketing plan and approach I say please make mine with milk and two sugars please. I miss a good cup of English tea, but I think I will now go and have some Bigelow just so I can be just like Mr. New York, Joe Torre. Thank you. :-)