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“The Propane Propane” has a single ingredient: Liquormen’s whisky. “Let’s face it, some days you’re going to wake up and start drinking before 10 a.m., ” the recipe states.

Photo by Shoutabout Creative Agency

Later on Monday, Deputy Premier Deb Matthews said the Liberal government is concerned about the tone of the whisky’s promotional website (liquormens.com

), and the LCBO will be asked to “take another look at it.”

Dean Scott, who co-owns Shoutabout Creative with Rick Santarossa, said he’s excited about the attention.

“You can’t really pay for that kind of exposure,” Scott said. “It’s been plastered all over national news.”

Scott said Shoutabout was first contacted by Sheila Roberts — a member of the Trailer Park Boys’ marketing team — about a year ago. Roberts had recently moved to the Windsor area, and was impressed by Scott’s editorial work with the Windsor Independent, which Scott publishes.

Since then, Shoutabout has been coming up with profane ways to spread the legend of Liquormen’s whisky.

“We wrote the ad copy. I built the website,” Scott said. “We’re doing a lot of different banners, postcards, and graphics.”

The site’s product description assures drinkers that the whisky is “hand-f___ing-crafted.”

Those who want to find places where they can buy Liquormen’s just need to click a link entitled “Where do I find the f___ing booze?”

Scott said such coarse language was included under the direction of the Trailer Park Boys marketing team. “They wanted something that was a little bit racy, and that follows the voice and branding of the Trailer Park Boys.”