Canadian Club® Whisky Returns For "Mo"

 

Dan Cohen                                                                                          

Beam Global Spirits & Wine, Inc.                                

847-948-8888

dan.cohen@beamglobal.com                                                               

 

Nicole Chardavoyne

Qorvis Communications

202-683-3102

 

Deerfield, Ill. – September 24, 2009 - Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits, and Canadian Club® Canadian whisky (CC™), one of the world’s leading Canadian whiskies, announce the renewal of their partnership and support of Movember, a charity that encourages men to grow a “Mo”— slang for moustache—for the month of November to raise awareness and funds for the Prostate Cancer Foundation (PCF) and the Lance Armstrong Foundation (LAF). To encourage employees and distributors to join the CC Movember team, Beam Global will match employee contributions up to $25,000.

 

The CC Movember team will include “Mo Bros” who start clean shaven on Nov. 1 and grow a moustache throughout the month, while “Mo Sistas” will help by fundraising and recruiting Mo Bros to participate. The Mo is designed to start conversations about men’s health topics, including prostate and testicular cancer.

 

“We are excited to partner once again with the Movember Foundation to raise awareness and money for the Prostate Cancer Foundation and the Lance Armstrong Foundation,” said Kelly Doss, senior director, Bourbons and whiskeys, Beam Global Spirits & Wine, Inc. “We believe that Canadian Club and Movember are timeless tokens of classic masculinity and found that Movember is a great way to get men talking about their health. With one in six men diagnosed with prostate cancer, Movember is a terrific way to bring attention to this serious matter.”

 

In its inaugural year with Movember, Canadian Club raised more than $26,000, the second highest amount of money raised by any team. The team consisted of nearly 100 Beam Global employees and partners. This year, Beam Global and Canadian Club are setting a goal to raise $60,000 with 150 participants.

 

CC will enlist legal purchase age consumers to become Mo Bros and Sistas through on-premise events throughout October and Movember at which their Mo growth will be measured. Participants will receive a CC trivia card featuring a Mo-related pop culture quiz to drive registration and create excitement around the program. Moustache drink stirrers, faux Mos, t-shirts, coasters and speciality Mo cocktails will be featured at the Movember events. Shelf talkers and case cards will be used in the off-premise to raise awareness of the program.

 

CC will help Mo Bros and Sistas celebrate the culmination of Movember with Gala Partés in 10 cities including New York, Los Angeles, San Francisco, San Diego, Chicago, Austin, Aspen, Seattle, Boston and Las Vegas for Mo Bros and Mo Sistas who raise at least $100 for prostate and testicular cancer.

 

Movember, the largest global event dedicated to men’s health, was born in 2003 when three friends in Melbourne, Australia decided it was time to bring back the moustache as a tool for men to break the ice in talking about a taboo subject – their health. To date, more than $47 million has been raised to support men’s health issues through official moustache-growing campaigns in the U.S., Canada, U.K., Ireland, New Zealand, Australia and Spain.

 

To participate, Mo Bros and Sistas can register through the newly redesigned Canadian Club website, www.CanadianClub.com. The website will feature images from last year’s efforts.

 

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc. is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, EFFEN® Vodka, Larios® Gin, Whisky DYC®, Teacher's® Scotch Whisky, DeKuyper® Cordials and Liqueurs and Knob Creek® Bourbon. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company recently named one of the World’s Most Admired Companies by Fortune magazine. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.

 

Movember is a global charity event that invites men to grow moustaches (or Mos) for the month of November. The moustache serves as the ‘ribbon’ and the vehicle by which participants in Movember raise funds and awareness for men’s health - specifically prostate and testicular cancer. Movember aims to reduce the number of preventable male deaths by raising funds and creating awareness for cancer affecting men. Since Movember’s inception in 2003, over 372,000 Mo Bros have grown moustaches to change the face of men’s health. For more information please visit www.movember.com or http://us.mediaroom.movember.com/. 

 

 

Canadian Club® Blended Canadian Whisky, 40% alc./vol.

©2009 Canadian Club Import Company, Deerfield, Ill.

 

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