Canadian Club(R) Whisky Announces Eight Finalists for Historic Treasure Hunt

SOURCE: Canadian Club

Finalists From United States and Canada Will Compete to Find the Missing Case of Whisky and One Will Have the Chance to Win $100,000

DEERFIELD, IL–(Marketwire – October 12, 2010) –  Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE: FO)], the leading American spirits company, and Canadian Club® Canadian Whisky (CC™), one of the world’s leading Canadian whiskies, proudly announce the eight finalists elected to embark on the Hide A Case adventure taking place in Tonga in April 2011.

Hide A Case, one of the longest running promotional campaigns in spirits’ history, is the adventure campaign in which consumers from around the world searched for hidden Canadian Club Whisky cases in remote locales — from Mt. Kilimanjaro to the Great Barrier Reef. The four finalists representing the US team are Alex Chepeska (St. Clair Shores, MI), John Daly (Hazlet, NJ), Robert Gale (Hamden, CT) and Kristina Beall (Alexandria, VA), and the Canadian team finalists are Jordan Andrew (London, Ontario), Alexander Short (Toronto, Ontario), Doug Vanderby (Toronto, Ontario) and Rob Aitken (London, Ontario).

The newest edition of the campaign returned to an overwhelming response, with more than 23,000 participants registering at Contestants took part in six weekly online trivia challenges and puzzles revealing the location of the hidden case and awarding points for players to move forward to the video submission round. Thousands of participants were eligible to create a video illustrating why they should join the CC™ Hide A Case expedition. Of the hundreds of videos presented, judges had a difficult time choosing just 30 to become semi-finalists. The public was asked to help whittle the competition down to the final eight by casting their votes. Voting closed recently and the votes were counted to reveal the final eight who will go on an adventure of a lifetime.

“We had a feeling that the revival of the historic Hide A Case campaign would be a resounding success, but the support from our North American fans has been overwhelming,” said Michael Cockram, senior director, Canadian Club. “We made some big changes since the last campaign more than two decades ago, like moving from print ads and moving the entire experience to the web. We counted on the fans to get involved to spread the word and they did an incredible job. We are thrilled for our Canadian and US teams and look forward to sharing the next phase — the actual hunt — with everyone.”

On April 7 – 14, 2011, these eight finalists will embark on a truly unique treasure hunt. Starting in Windsor, Canada at the Canadian Club Heritage Centre, participants will learn more about Canadian Club’s rich heritage and past Hide A Case adventures. From there, they travel to the Kingdom of Tonga where they will partake in a series of challenges that include biking, sailing and extreme sports, testing their mental and physical strength. Similar to a typical scavenger hunt, the teams will compete against each other as they move from location to location solving clues that will ultimately lead them to the missing case. Contestants will be equipped with satellite phones and GPS devices to help navigate through the expedition. Only one finalist will win the $100,000 cash prize.

Well-known international adventurer (and native Canadian) Kevin Brauch, popular for his roles as television’s Thirsty Traveler and floor reporter for Iron Chef America, will lead the finalists on the expedition.

“The resurgence of the CC™ Hide A Case adventure has once again grabbed international headlines and sparked the adventurous spirit in many Canadians and Americans,” said Kevin Brauch. “I am excited to be part of this inspiring journey and can’t wait to get these contestants to Tonga for the hunt.”

To keep fans updated on their adventures, the eight finalists will contribute commentary to the Hide A Case site as they prepare to set sail and while they are gallivanting around the South Pacific.

NO PURCHASE NECESSARY. Must be a legal resident of the 50 United States or D.C. (except CA) or Canada and 21 years of age or older to participate. Void where prohibited. Subject to complete official rules, available at Contest ends April 14, 2011.

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.

Lara Beauregard
Beam Global Spirits & Wine, Inc.
[email protected]

Mimi Jonas
SHIFT Communications
[email protected]