January 22, 2008, New York, NY - Castle Brands Inc. (AMEX: ROX), an emerging international spirits company, today announced that its flagship brand, Boru Vodka, will sponsor the 2008 tour of Lloyd Dobler Effect (LDE), the winning band in Boru's "Defend the Bar Band" competition.
2007 was the inaugural year for Boru Vodka's search for the best bar band in the country. Independent bands were invited to submit their original music in this nationwide talent search. Over 100 bands entered the premier, of this now annual event, and Lloyd Dobler Effect rose to the top and landed the grand prize.
The "Boru Vodka Presents Lloyd Dobler Effect Tour" will encompass over 200 performances in bars and at concerts around the country. The tour will be promoted with signage, by street teams and over the Internet. Boru will also sponsor on-premise promotions where legal.
"We are extremely pleased with the relationship we have developed with Lloyd Dobler Effect. The band's independence and honesty, along with its down-to-earth appeal, are perfectly in synch with Boru's core values," said Roseann Sessa, Vice President - Marketing & Public Relations for Castle Brands. "Both brands, Boru Vodka and Lloyd Dobler Effect, will work together this year to broaden our collective fan base and extend our audience. Lloyd Dobler Effect will also serve as a judge in 'Defend the Bar Band 2008', which will be launched this summer."
Speaking for Lloyd Dobler Effect, Phil Kominski commented, "Boru Vodka's financial commitment to us, as well as its belief in our music and success, mean a great deal to us. Touring is physically draining, and Boru's support gives us more time to concentrate on what we do best—writing and performing. We are excited about our partnership and know that we will do great things together."