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Veryfine Products signed a four-year agreement to become the official juice of American Skiing Co., operator of nine major skiing areas across the U.S., from Vermont to California. As part of the deal, Veryfine is running an on-pack promotion offering free skiing lessons and lift tickets with the purchase of Veryfine products and a sweepstakes to win a seven-day ski vacation at any of the company's resorts.

IEG's annual event marketing conference, "BreakThrough Sponsorship," is slated for March 7-19 in Chicago. Speakers include Roy M. Spence Jr., president of GSD&M, Austin, Texas, and Phil Guarascio, VP-general manager, marketing and advertising, for North American Operations at General Motors Corp., plus marketing executives from Cirque du Soleil, Major League Baseball, MasterCard International, United Airlines and Visa USA, among others. Information: (800) 834-4850.

Promotion Marketing Association plans its "Update 99" conference for March 21-23 in New Orleans. Information: (212) 420-1100.

Dairy Farmers of America named PS Promotions, Chicago, to handle marketing, and consumer and trade promotions for its Sport Shake and Healthy Pleasures Nutrition Shake.

Guinness Import Co. reprises its "Guinness Win Your Own Pub in Ireland" promotion for the sixth consecutive year, inviting consumers to submit a 50-word essay on the perfect pint of Guinness to win a pub in County Limerick, Ireland. Trevor O'Driscoll, 22, relocated to Ireland to run a pub in County Kerry after winning last year's prize. The contest is promoted online at (

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