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Lottery Drops Kwikie Name for Scratch Tickets

The Maine Bureau of Alcoholic Beverages and Lottery Operations announced today that it would not use the term “Kwikies” in its rebranding. The news of the name change was not well-received, particularly by convenience store owners.

A press release sent out earlier today states: “The Maine State Lottery is sensitive to the concerns of retailers and consumers alike,” said Gerry Reid, director of Bureau of Alcoholic Beverages and Lottery Operations. “We recently tested a new brand name for our instant ticket games, and the initial response was encouraging. But after a larger sampling of retailers and consumers, the negative concerns were clear. As a result, the Lottery has decided to abandon further pursuit of the Kwikies name.”

“Kwikies was never officially implemented by the Maine State Lottery, and its assessment could have been handled better and faster,” Reid said. “On behalf of the Lottery, I regret any inconvenience or confusion this may have created.”
Word of the proposed name change exploded on the internet today, including an article on Yahoo! News. In a poll earlier today, Townsquare Media listeners voted against the name change, that some feel suggests a short sexual encounter, or a “quickie.”

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