Birks to create 2010 Olympic, Paralympic jewelery; wines on menu
Thursday, February 8, 2007
Birks was recently announced as the "Official Supplier of Jewelery" for the 2010 Vancouver-Whistler Olympics. The company will create licensed products with the logos of the 2010 Olympic Games, 2010 Paralympic Games, and the Canadian Olympic team emblem, including necklaces, earrings, pendants and rings.
The partnership was announced at an employee celebration in Vancouver, to mark the centenary of Mayors Jewelers Inc., an American company Birks acquired in 2002.
The six-year sponsorship includes the rights to the Canadian Olympic team logo during the Beijing 2008 and London 2012 Olympic Games.
Thomas A. Andruskevich, president and CEO, Birks & Mayors stated in a press release:
The products will be launched in early 2008.
Wines to toast Olympic "Esprit" 
Also released today is information that Jackson-Triggs Esprit will be a special line of wines, created to celebrate the athletic event. The Vincor Canada wine is named in relevance to "spirit", both the spirit of the Olympians, and alcoholic beverage usage of the word.
President and CEO of Vincor Canada Jay Wright said, "We are thrilled to have this opportunity to honor our Canadian athletes while affirming our role as Canada’s wine industry leader. Like our Olympic and Paralympic athletes, Vincor Canada shares a passion and determination towards excellence. This agreement is by far Vincor Canada’s most ambitious and broad-reaching sponsorship and will be great for the Canadian wine industry. I hope Canada will join us in the excitement that we feel regarding this exceptional opportunity to position Canadian wine brands on the world stage."
The wines, featuring Olympic logo, will be distributed to liquor stores and restaurants across the country this summer. Proceeds from each bottle will go towards the Canadian Olympic Team.
Both the Chardonnay and Merlot will retail for CDN$11.95 MSRP. Inniskillin Wines' vineyards, harvested since 1975, in either the Niagara Peninsula in Ontario pr the Okanagan Valley in British Columbia will create the wine.
Other promotions 
Within the past few weeks, the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC) has announced a Omega-brand countdown clock that will tour British Columbia events, as the company is the "Official Olympic Timekeeper". Canadian Pacific was named official rail freight services provider, and the Royal Canadian Mint announced they will create circulation and collector coins to mark the occasion.
There are 1099 days until the XXI Olympiad, according to the official website of the event.
- Press Release: "Canada’s Games will sparkle: Birks announces sponsorship of the Vancouver 2010 Winter Games" — Vancouver 2010 Organizing Committee, February 7, 2007