UK-based Field Marketing Consultancy Group (FMCG) subcontracts its sales-promotion team to help Scottish Courage Brand, a beer importer and distributor, in order to maintain/improve sales of its beers across the nation. To help ensure the team knew just how the products should be marketed, FMCG and Scottish Courage held a week-long training session. Teams were formed by reps from different regions, and the winning team received various logoed prizes, from bottle openers to sweatshirts to champagne. Among them was this subtly imprinted Beck’s sweater.