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Jun 6, 2006 6:04 AM, PROMO Xtra, By Patricia Odell

Seagram's Pairs Summer Beverages with a Good Book

Seagram's Cooler Escapes has partnered with Audible.com for a summer promotion that offers downloadable audio books to pair with its breezy alcoholic beverages.

Seagram's touts its new flavors with a good read

The Seagram's Summer Escape Book Escape coincides with the June 1 launch of two new flavors from the Seagram's Cooler Escapes line: Tahitian Sunset and Passionate Kiss. Passionate Kiss is a blend of strawberry, lime and passion fruit, while Tahitian Sunset blends mandarin orange, pineapple and pomegranate.

Consumers purchasing Seagram's Cooler Escapes can download two audio books from a collection of more than 30,000 titles at Audible.com/Seagrams. Consumers must subscribe to Audible.com to retrieve the downloads, but can cancel the subscription within 30 days if they so choose.

"Books in general are a great escape and escapism really ties in with our brand," said Justin Fisch, senior brand managers Seagram's brands, United States Beverage, the maker of Seagram's.

The offer is being promoted in-store using P-O-P materials including posters, a double-with case cards (with tear pads), case tents, umbrellas to enhance displays and directional pole toppers. The promotion ends Aug. 31.

Seagram's Cooler Escapes were launched 21 years ago and include such flavors as Bahama Mama, Applelicious, Margarita and Cherry Fizz. United States Beverage is also the maker of Grolsch Premium Lager, Seagram's Smooth and Hooper's Hooch.

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