Summer's Here and the Time Is Right for the BACARDI Mixers & Book Sense Book Club Sweepstakes

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The BACARDI Mixers & Book Sense Book Club Sweepstakes is set to begin in July and will run for four months. Book Sense and The Minute Maid division of The Coca-Cola Company teamed up to create this in-store national sweepstakes promotion to drive consumers participating in reading groups to independent bookstores with Book Sense and to raise awareness of the Book Sense brand. Bookstores with Book Sense should be on the lookout for sweepstakes materials, which should arrive no later than July 11.

The BACARDI Mixers sweepstakes offers customers the chance to win a year's supply of Book Sense books for the winning club (10 copies of 12 Book Sense 76 selections) and BACARDI Mixers. The total Grand Prize value is over $3,700. Additionally, for second prize, 10 customers will win a $25 Book Sense gift certificate, and, for third prize, 10 customers will win a $10 Book Sense gift certificate.

The bookstore where the winner entered the sweepstakes will receive two airline tickets to anywhere in the U.S. from Delta Airlines. Each bookstore participating in the sweepstakes will receive a BACARDI Mixers Book Club party kit, which can be used for individual store events and includes glasses, coasters, drink charms, free BACARDI Mixers, and more.

ABA Marketing Officer Michael Hoynes explained that consumer research bears out that "many reading groups are organized on an ad-hoc basis and are primarily social events. This promotion is a great opportunity for independent bookstores to invite new prospects into their stores and become better acquainted with what the bookstore has to offer. Many of these consumers purchase their books at our corporate competitors, so here is a chance to win new customers and increase revenues."

Minute Maid consumer research shows that the predominant demographic for reading group participants are females between the ages of 25 - 49, the same consumer demographic segment targeted by BACARDI Mixers, which can be used with or without alcohol.

A limited amount of additional sweepstakes materials are available by request via e-mail to ABA/Book Sense Director of Marketing Jill Perlstein at [email protected]. Requests for additional materials should be sent by July 23. Questions about the BACARDI Mixers & Book Sense Book Club Sweepstakes may also be addressed to Perlstein. --David Grogan

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