Beam Global Spirits & Wine and Absolut Spirits are looking for synergies via a joint marketing program, 4COCKTAILS, which includes a Web site, www.4Cocktails.com, a telephone hotline during peak
holiday times, 877-4COCKTAILS, and point-of-purchase displays.
The Web site "stars" Cathy Riva, host of Discovery Home Network's "Party Girl," who discusses various concoctions one can
make using Beam and Absolut Spirits. Riva will also host online chat segments addressing consumers' questions on holiday entertaining issues.
--Karl Greenberg