MEDIA ALERT: 2007'S Landmark 10-millionth case of ABSOLUT VODKA arrives under armed guard; gold-gilded bottles to be sold only in Canada



    TORONTO, Dec. 11 /CNW/ -

    
    WHAT: Media photo/video opportunity - Arrival of the record-breaking, 10-
    millionth case of ABSOLUT VODKA produced in Sweden this year, containing
    12 bottles topped with 24-karat gold-gilded caps.

    The commemorative case of ABSOLUT VODKA will arrive at the Summerhill
    LCBO store under armed guard at 11:15 am. The specially-marked case will
    be escorted into the store where the 12 limited-edition bottles will be
    unveiled in front of the media and special guests. Details of how
    consumers can vie for an opportunity to purchase one of these bottles
    will be announced. The bottles, only available in Canada, are expected to
    generate great excitement amongst collectors and vodka lovers alike.

    WHO: Welcoming the arrival of the 10-millionth case of ABSOLUT VODKA in
    Canada and addressing members of the media and special guests will be:
     -  Jakob Ripshtein, VP Sales, Maxxium Canada
     -  Bob Peter, President & CEO, LCBO

    WHEN: Wednesday, December 12, 2007
     -  11:00 am - event begins
     -  11:15 am - 10-millionth case of ABSOLUT VODKA arrives in armed truck,
        and the case is escorted into the store
     -  11:25 am - unveiling of 12 limited-edition bottles in store and
        announcement of how consumers can vie to purchase bottles
     -  11:30 - reception for media and special guests

    WHERE: LCBO Summerhill store, 10 Scrivener Square, Toronto (Yonge Street
    south of Summerhill Avenue)

    Notes to Editors:
     -  The 10 millionth 9-litre case of ABSOLUT VODKA in 2007 was produced
        on Monday, November 26th at 7:51 am
     -  ABSOLUT VODKA reached the 5,000,000 case per year milestone in 1982
     -  Total 2007 production of ABSOLUT VODKA is expected to reach
        10.7 million cases, more than total amount produced from 1979
        through 1987
    

    V&S Absolut Spirits, a business area within V&S Group, produces and
markets the following brands: ABSOLUT VODKA, Level Vodka, Cruzan Rum, FRIS
Vodka and Plymouth Gin. ABSOLUT VODKA is the fourth largest international
spirit in the world and is available in 126 markets. The head office is in
Stockholm.





For further information:

For further information: Laura Cochrane, LexPR Canada, (416) 542-9140
x3361, lcochrane@lexpr.com; Sherry Lawlor, LexPR Canada, (416) 542-9140 x3366,
slawlor@lexpr.com

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ABSOLUT VODKA

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