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Brown-Forman begins Jack Daniel's Supporting Act promotion

Alcohol distributor Brown-Forman Canada will begin a contest promotion today in support of its Jack Daniel's whisky brand. Called "Jack Daniel's Supporting Act," the initiative is aimed at Canadian musicians and music fans. Until Feb. 12, 2015, consumers can enter by submitting 60-second videos at <>, describing their personal stories and what they need to pursue their musical aspirations. One winner will be selected each two weeks beginning Dec. 19, for a total of eight winners. Each winner will receive the support they requested in their video.

The company will promote the contest with an online video depicting rock musician Sam Roberts presenting a number of emerging musicians with assistance such as studio time, instruments and music lessons. In addition, the company will distribute three music-themed Jack Daniel's cocktail recipes to bartenders nationally.

"The Jack Daniel's Supporting Act program is a natural progression for the brand, which is strongly rooted in music history," said Daniel Navarro, national marketing manager for Jack Daniel's in Canada. "Music fans are among Jack Daniel's greatest supporters, and it's exciting to be able to engage with them directly, hear their music ambitions, and make some of those dreams a reality."

Public relations for the promotion are being conducted by NKPR of Toronto.

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