PRESS RELEASE

SkiStar and Coca-Cola have started a collaboration in the ski resorts of Åre and Sälen, starting with the 2010/2011 season. Through the cooperation agreement, Coca-Cola becomes an exclusive partner to SkiStar in Åre and Sälen, where the focus is on creating a heightened experience for visitors both through a strong local presence and extensive national campaigns throughout the season.

Åre and Sälen are very popular tourist attractions with 2.5 million unique visitors per year of all ages. SkiStar is present at both resorts and the collaboration with Coca-Cola gives the visitor added value at the destinations. Coca-Cola becomes the exclusive partner for the beverage categories soda, packaged water, vitamin water, sports drink and still drinks, which includes the brands Coca-Cola, Coca-Cola light, Coca-Cola zero, Fanta, Sprite, MER, Bonaqua, Powerade and Glaceau vitaminwater.

- The collaboration with SkiStar makes it possible to demonstrate our commitment to encourage an active lifestyle. We have previously been involved in both the Olympics, the football World Cup and the EC and are now proud to collaborate with Sweden's largest alpine player, says Gustaf Wetterwik, Senior Business Manager Sparkling Beverages Coca-Cola Sweden.

Coca-Cola will be an active partner to SkiStar's events such as the World Cup of Freestyle in Åre, Ski Fantastic in Lindvallen, Sälen as well as Skutskjuet in Åre and Uppåt Väggen in Hundfjället, Sälen. Coca-Cola will also create added value for visitors to the destinations through permanent event installations such as a 150 square meter air cushion in Tandådalen's Superpark that makes it possible to test the big jump in a safe and fun way. In Åre, a permanent timing course will be built, between the top of the WC6 and the start of the Hummel lift, for everyone who wants to race against the clock. The season will also be filled with a number of other event concepts, all with a focus on offering an increased experience for visitors to the destinations.

- We look forward to an exciting winter together with Coca-Cola. For us, it is important to find partners who are active, committed and add something extra to all our visitors. We believe that Coca-Cola can offer this and add something to both the teenage gang, families with children and the elderly during the winter holidays, says Mathias Lindström, Sales & Marketing Director at SkiStar.

The collaboration will also be marketed locally at the destinations as well as nationally through an in-store campaign that runs from January to March next year (weeks 1-11) and which is supported in the media via billboards and in-store TV. In February, Coke Cabin is also launched, a cool Facebook application linked to the collaboration. In Sälen, the collaboration already started on the last weekend in November and in Åre it is the kickoff at Lucia.

SkiStar AB

SkiStar AB (publ), whose B shares are listed on Nasdaq OMX Mid Cap Stockholm, owns and operates ski facilities in the alpine destinations of Sälen, Åre and Vemdalen in Sweden and Hemsedal and Trysil in Norway. The market share is 50% in Sweden, 29% in Norway and a total of 41% in Scandinavia. The core business is alpine skiing with the guest's skiing experience at the center. Other activities are accommodation agency, ski school and ski rental.

Coca-Cola Drycker Sverige AB

Coca-Cola Drycker Sverige AB produces, distributes and sells non-alcoholic beverages on the Swedish market. Some of the brands are Coca-Cola, Fanta, Sprite, MER, Burn, Bonaqua Silver, Powerade and Minute Maid. About 800 people work at Coca-Cola in Sweden, of which about 650 at the head office in Jordbro outside Stockholm. Around 1 million liters of beverage are produced here every day. In Sweden, Coca-Cola was launched in 1953. The recipe for Coca-Cola was created in 1886 by pharmacist John S. Pemberton in Atlanta, USA. For further information, please visit www.Coca-Cola.se or follow us at http://www.facebook.com/cocacolasverige

Source:

https://www.mynewsdesk.com/se/coca-cola_drycker_sverige_ab/pressreleases/skistar-och-coca-cola-inleder-samarbete-coca-cola-tar-aktivt-grepp-om-vintern-540703