WISER'S TAKES UP CURLING
By Adnews Staff
Wiser's Canadian Whisky, made by Toronto-based Corby Distilleries Limited, will sponsor Canadian curler Guy Hemmings and his team for the 2000 season. Hemmings will conduct autograph sessions, make personal appearances and give media interviews in each of the communities he visits. Public relations for the sponsorship are being handled by Cohn & Wolfe of Toronto. The agency's consumer marketing practice is also managing media relations for Hemmings' tournaments, which will take place in 13 regions across the country. Mike Minchin, vice president of marketing at Corby, called the sponsorship "a natural partnership" between Wiser's and curling, as many Wiser's drinkers are curlers. "When you see that 1.5 million Canadians are active curlers, it just makes sense," he said.