Canadian Club(R) Whisky Scores With a New Branded Bar at the Joe Louis Arena, Home of the Detroit Red Wings

SOURCE: Canadian Club

Hockey Legend and Special Guest Chris Chelios Attended Celebratory Event, Followed by a Whisky Tutorial With “Godfather of Whisky” Dan Tullio and CC Brand Ambassador Tish Harcus

DEERFIELD, IL–(Marketwire – December 13, 2010) – 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, and the Detroit Red Wings® hockey team unveiled a new, branded bar, the CC Olympia Club, at the Joe Louis Arena, home of the Red Wings. The CC Olympia Club officially opened on Friday, December 10, 2010 with a ribbon cutting event.

Who: Chris Chelios, hockey legend and Red Wings advisor to hockey operations; Tom Wilson, Olympia Entertainment president and CEO; Ken Holland, Red Wings executive vice president and general manager; and Dan Tullio and Tish Harcus, CC brand ambassadors. 

What: Media and VIP guests participated in a whisky tutorial and ended the evening by watching the Detroit Red Wings take on the Montreal Canadiens.

A classic, upscale sports bar, the CC Olympia Club is the ultimate place to host guests and is open to all season ticket holders and suite occupants for arena events. The full service bar features Canadian Club® 6 Year, Canadian Club® Classic 12, Canadian Club® Reserve 10 and Canadian Club® Sherry Cask — for legal purchase age consumers to enjoy. The beverage menus in all of the arena suites also feature Canadian Club spirits and cocktails, including CC & Ginger, CC & Soda, CC Sour, and a Classic 12 Manhattan. In addition, the CC Olympia Club will be used for special events throughout the season including Canadian Club tutorials.

“Detroit has special significance to Canadian Club, and we enjoy the views of the city from our home in Windsor, Ontario,” said Michael Cockram, senior director, Canadian Club. “Having a home at the Joe Louis Arena honors that relationship.”

“Hockey and Canadian Club mix perfectly. Sports fans in Detroit are among the best and CC is proud to support the local teams,” said John Horn, director of field marketing, Beam Global Spirits & Wine, Inc. “One more thing CC shares with the city and the Red Wings is that we’re both the best on ice!”

About Beam Global Spirits & Wine:
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. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, visit and

Canadian Club® Blended Canadian Whisky, 40% alc./vol.
©2010 Canadian Club Import Company, Deerfield, Ill.
All trademarks are the property of their respective owners.

Lara Beauregard
Beam Global Spirits & Wine, Inc.
847- 444-7073
[email protected]

Mimi Jonas
SHIFT Communications
[email protected]

Click here to see all recent news from this company