Wednesday, May 18, 2005
Poker Player - Moneymaker has Canadian Club as Sponsor
May 18, 2005
Allied Domecq PLC, the world's second-largest spirits company, is adding a new ingredient to revive the fading Canadian Club whisky brand: poker champ Chris Moneymaker.The company has hired the amateur player who won the World Series of Poker in 2003 to host poker contests as part of a new marketing push for the brand, Susan Kilgore, Canadian Club marketing director, said in an interview.
"Canadian Club was losing relevance with males aged 21 to 29," Ms. Kilgore said. "It's a brand that has been flat for 30 years."
Annual sales of Canadian Club have declined from a high of four million cases in the early 1970s to 1.38 million cases last year. Sales rose 1 per cent in 2004, while sales of whisky and other spirits have soared in the United States as companies increased advertising and drinkers switched from beer. Canadian Club is the No. 3 selling brand in the United States for Allied, behind Kahlua coffee-flavoured liqueur and Stolichnaya vodka.
Poker's popularity has risen after Mr. Moneymaker's win and with the airing of television shows featuring poker tournaments and celebrities playing the game.
As part of the new promotion, Allied will sponsor five regional poker tournaments at sports bars in the United States, with the winners qualifying to go to Las Vegas to compete in a tournament hosted by Mr. Moneymaker. The top prize for the tournament, which will include five additional players chosen by sweepstakes and an Internet contest, will be $2.5-million (U.S.).
Allied will also spend "several million" dollars to promote Canadian Club at bars and nightclubs, Ms. Kilgore said. ALLD (LSE) fell 1 pence to 6.91 pounds / ($12.70). Bloomberg
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