Pete`s Brewing Co. and Spencer Gifts teamed up for a promotion for Sony Picture`s UNDERWORLD which opened September 19, 2003. Starting Aug. 18, P-O-P materials plugging Pete`s “Awaken Your Wicked Taste in the UNDERWORLD” hit bars and stores with counter cards and tear pads offering 20% discounts on merchandise at Spencer Gifts and Spirit Halloween stores. Consumers could also enter a sweepstakes that dangled the leather jacket that Beckinsale wore in the film at www.peteswicked.com and www.spencergifts.com through October. Runner-up prizes included Pete`s Wicked Ale and UNDERWORLD licensed merchandise, as well as Spencer Gifts gift cards. Spencer Gifts and Spirit Halloween Superstores 750 locations also developed a variety of in-store merchandising, including employee lanyards and UNDERWORLD newspapers to be used as bag stuffers. A direct-mail campaign to Spencers` Wild `N` Crazy loyalty club members Supports.