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Brown-Forman conducts Sinatra launch event in Toronto

Alcohol manufacturer Brown-Forman Canada recently retained The Hive of Toronto to develop a launch event for a new product called Jack Daniel's Sinatra Select whiskey. The event took place in Toronto on Nov. 27. The assignment included invitations, point-of-purchase materials and collateral items such as branded cocktail napkins and swizzle sticks. The venue was decorated with quotes from Frank Sinatra regarding his rules for life at locations where each rule would apply.

"We haven't missed a single detail," said Rick Shaver, vice-president of The Hive. "From rolling out the orange carpet to having a smoky jazz singer on stage to having all the bar staff dressed in black and white and wearing fedoras tilted to one side, and of course samples of Sinatra Select, everything will be reminiscent of the romantic era of Ol' Blue Eyes."

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