As any fan of country music or the Pogues could attest, the relationship between whisky and music has always been close. This month the LCBO, Ontario’s alcohol retailer, launched its latest promotional campaign around the two, dubbed “Whisky Soul.”
The four-week campaign includes a website, magazine, in-store events and a contest that will grant one lucky musician or band a two-day recording session with a music producer, industry publicist services and a professional photo shoot.
“Because we promote whisky every year, it’s always a challenge to find a new and innovative approach,” said LCBO director of marketing Charan Bhogal. “We really felt music was the key to something fresh because music, like whisky, is based in tradition, and when it’s classic it has an ageless quality. Whisky is a broad category to promote, so it was about making it relevant, current and accessible for our customers.”
The website features breakdowns of various types of whisky–rye, bourbon and single malt–and sponsored brands that range from well-knowns, such as Gibson’s, Maker’s Mark and Glenfiddich, to lesser-known gems, including Amrut and White Owl.
The competition asks musicians to submit a song and video using pre-determined lyrics to the website, where online voting will determine five finalists. A panel of judges will select the ultimate winner. Music industry expertise will be provided by The Agency Group’s Colin Lewis and award-winning producer Gavin Brown.
The campaign also includes in-store tasting events, as well as a print and radio media buy.
