In an essay about the correct use of quotation marks:
Quotation marks can also be used to highlight a word or phrase that's being discussed. Sometimes this is just something like a new term, but it can also show that the reader is being facetious or doesn't really believe what he's quoting. In that case it's called a "scare quote," and the quotation marks indicate disbelief or even snarkiness.
Judging from the placement of quotation marks, it looks as though the Bats (Centerplate?) don't really believe what the PR department and AB-InBev are churning out. Perhaps it is a veiled cry for help, or the knowing wink of a craft-loving intern.
Thanks to Ben for pointing me to this.