Canadian Club® Whisky Resurrects Historical Treasure Hunt

DEERFIELD, Ill., May 17 /PRNewswire/ -- 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 return of Hide A Case. One of the longest running promotional campaigns in spirits' history, 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 – returns today to find a long hidden missing case, now utilizing online challenges, a video competition and a live treasure hunt.

The 2010 resurrection offers consumers the first clues to find one of the missing cases hidden around the world between 1967 and 1991. In addition to the online and social media program, Canadian Club will have online and out-of-home advertising and grassroots activation in the U.S. and Canada.

"Over the span of more than two decades, 25 cases of Canadian Club Whisky were hidden around the world as part of the brands extremely popular Hide A Case adventure," says Michael Cockram, senior director, Canadian Club. "With several cases still hidden, CC is challenging adventure-lovers to join the hunt. We're bringing back this exciting campaign by inviting legal purchase age consumers to join the search for one of the undiscovered cases, this time with a chance at winning $100,000."

Adventurous types, who are of legal purchase age, can register online at www.hideacase.com to vie for one of the coveted eight spots on the expedition. Starting May 17, the website will feature the first of six weekly challenges where participants will use their creativity, brain power and speed to win points and discern clues as they try to advance through round one. Those who receive 50 or more points move on to round two where they will post a video online illustrating why they should join the CC Hide A Case expedition. In July, the top 30 videos will be put before a panel of judges and an online vote to help narrow the playing field down to four Canadians and four Americans. In April 2011, these eight participants will head off to parts unknown and will compete against each other in a series of scavenger hunt and trivia challenges designed to uncover the location of one of the elusive hidden cases of Canadian Club Whisky and win the $100,000 prize.

Well-known Canadian and international adventurer Kevin Brauch, popular for his roles as TV's Thirsty Traveler and floor reporter for Iron Chef America, will lead the adventure. In April 2011 Brauch will lead the eight participants to a secret exotic location where they will hunt for one of the missing cases.

"The CC Hide A Case adventure grabbed international headlines and captured the imagination of people from around the world – all before the advent of the internet and reality television," said Kevin Brauch.  "We expect the scope of the 2010 edition to re-spark some of that adventurous spirit and participation…and even some friendly rivalry between Canadians and Americans."

From 1967 through 1991, the Canadian Club Hide A Case adventure saw 25 cases of Canada's famous whisky hidden in extraordinary locations across the United States and all over the world, including: Mt. Kilimanjaro in Tanzania; Angel Falls in Venezuela; the Swiss Alps; the Arctic Circle; California's Death Valley; and even atop a skyscraper in Manhattan. To date, 16 of the hidden cases have been discovered – many of them found with the help of clues revealed in a series of Canadian Club print advertisements published in the 60s, 70s and 80s.

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 www.hideacase.com. Contest begins on May 17, 2010 at 12:00:01 a.m. Eastern Time (ET). Online entries must be transmitted, completed, and received by July 8, 2010 at 11:59:59 p.m. ET.  Video entries must be transmitted, completed, and received by August 9, 2010 at 11:59:59 p.m. ET.

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 www.beamglobal.com and www.drinksmart.com

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

©2010 Canadian Club Import Company, Deerfield, Ill.

SOURCE Canadian Club