As part of its "drink smart, play smart" campaign, top bourbon brand Knob Creek Bourbon recruited professional poker players Howard Lederer and Erick Lindgren to promote the brand and its campaign. Going by the name "Team Knob Creek," the two poker stars will represent Knob Creek at the 2005 World Poker Tour and World Series of Poker.
The sponsorship is part of a one-year deal signed between the two players and Knob Creek, which is affiliated with the Jim Beam family of beverages. Lederer and Lindgren will promote the liquor brand and its "Drink Smart, Play Smart," which supports sensible drinking and sensible gambling.
Larry Plawsky, senior director, super premium brands, Jim Beam Brands Co. said in a press release, "More than 50 million adult consumers of legal-purchase-age play poker and 12 million more watch it on television… As one of the first major consumer brands to endorse poker professionals, we are thrilled to be getting in on the ground floor."
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