NEW YORK, NY (August 31, 2009) – LX.TV, NBC Local Media’s award-winning producer of local lifestyle and entertainment programming, is gearing up for season two of "ON THE ROCKS: THE SEARCH FOR AMERICA'S TOP BARTENDER" series, featuring ABSOLUT Vodka. The series follows a nationwide search for America’s best and brightest master mixologists and will be featured, for the first time ever, on-air. Additionally, LX.TV and ABSOLUT are launching a multi-platform promotional campaign on-air, online, and out-of-home to spread the word to bartenders and interested consumers.
“Back by popular demand, season two of ‘ON THE ROCKS’ will take the series to the next level, allowing the audience to experience the competition for $100,000 on-air for the first time,” said Morgan Hertzan, Senior Vice President and General Manager for LX.TV. “Fans loved watching the search for America’s best bartender on LX.TV.com, and we are thrilled to now bring consumers this innovative reality show on more platforms than ever before.”
Each “ON THE ROCKS” episode will highlight different mixology-specific challenges in which the chosen contestants will demonstrate their talent, knowledge, speed, accuracy and agility. Throughout the three episodes, the field will be narrowed down to the crème de la crème of the bartending bunch, and the winner will be announced and awarded $100,000 and the title “America’s Top Bartender.” The three, 30-minute episodes will air on several of the NBC owned-and-operated stations during the late night time-period on November 7th, 14th and 21st, after “Saturday Night Live” in most markets. (Check local listings).
Details and updates for “ON THE ROCKS” season two, including all casting information, will be available to interested participants and onlookers beginning August 10th through a variety of media, including the LX.TV website www.lxtv.com/ontherocks; ABSOLUT TOP BARTENDER Facebook page; blogger outreach; Twitter networks; bartender Facebook groups; trade publications and LX.TV on-air promotions. Casting events will be held in Las Vegas, Los Angeles, Chicago, Miami and New York beginning September 15th (visit website or Facebook page for full schedule of casting events).
“We are looking forward to great participation in the second season of “ON THE ROCKS” said Ian Crystal, Marketing Director for Absolut, Pernod Ricard USA. “We know this is a winning format for the reality series. Now, we are focused on reaching and engaging a broader audience through a more concentrated outreach effort that includes both traditional resources and contemporary social media networks such as Facebook, Twitter and the blogging community.”
Kick-off event schedule:
• New York – September 8 at Hudson Terrace
• Las Vegas – September 9 at Carmel at the Bellagio
• Los Angeles – September 13 at The Doheny
• Chicago – September 16 at Cuvee
• Miami – September 20 at Club Safari