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Wine Rack conducts Whine Wine promotion

Wine retail chain Wine Rack has begun a hockey-themed promotion called “Whine Wine.” During the eight-week iniative, the company will use Twitter to suggest wines to consumers who post complaints about their local hockey team. According to the company, the wines are intended to pair well with a consumer’s specific “whine.” Selected consumers will receive a Wine Rack gift card or promotional package.

The campaign also includes a temporary redesign of the chain’s logo, as used on Twitter, to read “Whine Rack,” as well as the participation of The Gist, hockey analyst Meghan Chayka and former TSN personality Brent Wallace.

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