Canadian Club Goes Mad

By / Wine + Drinks / November 27th, 2012 / 1

 

Iconic whisky brand Canadian Club (“CC” to many of you) has entered into an official partnership in Canada with Alliance Films to promote the Season Five DVD of the acclaimed series Mad Men, while at the same time unveiling new packaging that will unify the overall look of the brand and deliver additional consumer information.

The tie-in with the popular show is a natural one, as CC was one of the most heavily exported brands to the United States in the 1960s and a favoured tipple of the Madison Avenue advertising execs profiled in Mad Men and has played an on-screen role in the show for the past five seasons. The official partnership with Alliance kicked off back in October and features retail promotions, digital content integration via Facebook.com/CanadianClubCanada, social media amplification by way of #CCMadMen and various rollout events in Toronto and Vancouver.

“Mad Men portrays an authentic snapshot of 1960s Manhattan – an era when CC truly was the drink of choice on Madison Avenue,” said Tish Harcus, brand ambassador and historian based at Canadian Club headquarters in Walkerville, Ontario. “I can’t think of a better association for CC as we unveil new packaging. It’s a smooth look that a modern day Don Draper would likely find very appealing.”

The new packaging stays true to the brand’s history, while solidifying the overall visual stamp of the portfolio. The labels are also more descriptive to give consumers a clear understanding of the aromatic and flavour signatures of each expression. This marks the first time in the history of the brand that the entire CC lineup has undergone a packaging makeover.

The Canadian Club range includes Canadian Club Premium ($22.00 – $24.00); Canadian Club Reserve Triple-Aged ($24 – $26.00) (NB: in this case “triple-aged” means aged three times longer than the legal minimum, not aged in three different types of oak as some scotches are.); Canadian Club Classic 12 Small Batch ($26.00 – $27.00) and Canadian Club Sherry Cask Small Batch ($34.00 – $36.00).

It seems a Canadian whisky revival really is starting to build momentum and it will be great to see venerable brands like Canadian Club as well as newer players put this famous spirit back up on the pedestal it deserves.

For more information on Canadian Club visit www.canadianclubwhisky.com

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