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J.P. Wiser's sponsors Red Wings

Corby Spirit and Wine has signed a sponsorship agreement by which its J.P. Wiser’s brand will be the official Canadian whisky of the Detroit Red Wings hockey team. According to the company, J.P. Wiser’s selected the Red Wings because, when the team was founded in 1926, it played its home games in the distiller’s home town of Windsor, ON. The multi-year agreement includes branding placements and activities at Little Caesars Arena, exposure during game broadcasts and promotions on both brands’ social media pages.

At the arena, J.P. Wiser’s will operate a branded bar. It will also have advertising in the venue and concourse activities during some games. J.P. Wiser’s whisky will also be sold at the arena’s four restaurants. Virtual broadcast advertising will appear on the glass behind the nets during some games, as well as digitally enhanced rink board ads during some away games. Radio commercials will run on the Detroit Red Wings Radio Network. The brand will also conduct a social media contest for tickets to Red Wings home games.

“As a brand, we pride ourselves on rising to the occasion, and our synergies with the Red Wings inspired the partnership,” said Cory Owens, senior brand manager of J.P. Wiser’s. “We are incredibly excited to partner with such an iconic organization that represents the city of Detroit as proudly as we represent Windsor.”

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