Canadian Club begins Mixed & Ready Cover Challenge
Alcohol company Beam Canada has begun a promotion for its new Canadian Club Mixed & Ready line of beverages. The national initiative, called the "C.C. Mixed & Ready Cover Challenge," is the first of a series of summer promotions that will make use of a music theme. During the challenge, Canadian bands are invited to submit cover versions of one of five songs previously made popular by other Canadian bands. The cover versions can be submitted to the brand's Facebook page until Aug. 27, after which a winner will selected through a combination of public voting and a judging panel. The winning band will get three demo songs recorded, mixed and mastered, as well as $3,000 for band equipment and travel expenses. The company will also conduct a sampling program for the product at a number of festivals and concerts in Ontario and Alberta through the summer. "As an iconic Canadian brand, Canadian Club really relates to the notion of reinvention and refreshment," said Cheryl Hudson, brand manager for Canadian Club. "We believe that music is a perfect metaphor for C.C. Mixed & Ready, a product that refreshes the Canadian whisky experience and broadens the category to a new audience. Music is a classic element that brings people together, and that's how we like to think of Canadian Club being shared."