Appropriately coined, "Dealing up a Smoother Night," the program features thousands of on-and off-premise promotions developed to help Canadian Club's consumers stay smooth as they aim to duplicate Moneymaker's feat - as an amateur back in 2003, he parlayed a $40 bet into a $2.5 million cash prize.
From May through August, 2005, five regional poker tournaments featuring more than 350 on-premise poker-themed events will take place at sports bars in five key Canadian Club markets. The five winners will qualify to go to Las Vegas to compete in the final tournament hosted by Moneymaker. An additional four players will be chosen from regional sweepstakes, and a tenth player will be selected based on a national website contest (via www.CCSmooth.com) that will be heavily promoted through off-premise merchandising and in 10 additional markets where CC will conduct more than 400 on-premise poker nights.
The game isn't over after the tourney and sweepstakes end, as CC stays at the table and deals up more than 2,500 events in 17 markets throughout the summer. Canadian Club is also raising the ante with a special edition poker bottle, available in the retail trade between May and July, 2005.
CC's association with poker - which began at the grassroots level in 2001 - "capitalizes on the tremendous phenomenon that poker has now become, from the cities to suburbia," said Susan Kilgore, Canadian Club Marketing Director at Allied Domecq Spirits, North America. Kilgore added that the timing of Allied Domecq's major investment in the national program coincides with Canadian Club's return to sales growth. After years of flat or declining sales, the Canadian category is now increasing its share of the U.S. spirits industry, with Canadian Club leading the way, thanks to consumers' increasing interest in premium spirits. According to AC Nielsen, CC consumption increased by roughly 9 percent for the 4-week period ending April 30, 2005.
Canadian Club is widely regarded as the benchmark for premium Canadian whiskies, and is known for its light, smooth and mellow taste. "CC is the perfect ingredient for a winning poker match, and we are thrilled to offer our 'band of brothers' a smooth taste and attitude when they're throwing down their chips," said Dan Tullio, the brand's Master Distiller.
Canadian Club signature "Smooth" cocktails will be featured throughout all on-premise poker events, and Canadian Club-branded poker tables, chips, cards and consumer giveaways will be part of the CC tournaments. Canadian Club "Smooth" ambassadors, direct mail, email newsletters and off-premise point-of-sale materials also will promote the Canadian Club poker program. Participation in tournament events will be limited to adults of legal drinking age.
In addition to hosting the final weekend of the Canadian Club poker tournament, Chris Moneymaker will make several guest appearances at on- and off-premise events, and will attend promotions with distributors in leading Canadian Club markets. Moneymaker was an amateur player who came out of nowhere to win the 2003 World Series of Poker, proving to newcomers and poker pros alike that anything is possible with a chip and a chair.
"Chris Moneymaker is the ideal spokesperson for our poker program - he is a proven, smooth winner, just like Canadian Club," Tullio said.
Images and drink recipes available upon request.
About Canadian Club(R)
The only Canadian whisky blended before aging in used white oak barrels for a full six years, CC is widely regarded as the benchmark for premium whiskies, and is known for its light, smooth and mellow taste. The flagship brand is complemented by other high-end products within the CC line, including Classic 12 by Canadian Club (which features carefully selected, barrel-blended whiskies that are matured for twelve years to create a blend rich in mellow and natural smoothness), and CC Reserve (which is blended and then aged slowly for a full decade in small oak barrels, resulting in superior quality and exceptional character). For more information, visit http://www.canadianclubwhisky.com
Canadian Club(R) Whisky, 40% alc./vol., Allied Domecq Spirits, USA, Westport, CT. Canadian Club is imported and marketed by Allied Domecq Spirits, North America, based in Westport, CT. Allied Domecq reminds consumers: "There's Strength in Moderation. Drink Responsibly."
About Allied Domecq PLC - Brands People Want
Allied Domecq PLC is one of the world's largest premium spirits, wines and food service operations. A global company with annual sales of more than GBP3,229 million/$5,844 million*, Allied Domecq serves consumers through its operations in more than 50 countries, supported by 12,000 highly skilled employees. Core spirits brands include Ballantine's, Beefeater, Canadian Club, Courvoisier, Kahlua, Malibu, Maker's Mark, Sauza, Stolichnaya and Tia Maria. Allied Domecq's wine portfolio features Campo Viejo, Champagne Mumm, Champagne Perrier Jouet, Clos du Bois and Montana. Allied Domecq owns or distributes 14 of the top 100 international premium spirit brands and its brand portfolio commands world No. 1 or No. 2 positions in six leading categories. Dunkin' Brands, Inc., the company's international quick service restaurants business, includes Dunkin' Donuts, Baskin-Robbins and Togo's which operate in more than 50 countries, with over 12,000 franchised outlets worldwide. Allied Domecq's performance is driven by its globally recognised portfolio, its geographically diverse market and customer presence, and the talents of its people.
Allied Domecq is traded on both the London Stock Exchange (LSE:ALLD) and the New York Stock Exchange (NYSE:AED). Further information on the company can be found at www.allieddomecq.com.
* FY 2004
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