James Ready Bar-Ter Night Campaign

Category: Small Budget
Brand/Client: James Ready Brewing Company
Primary Agency: Leo Burnett, USA
Contributing Agency: Campus Intercept


Each year $2.5 billion of beer is sold in Ontario, making it one of the most lucrative markets in the world. Mainstream beers like Molson Canadian and Labatt Blue that have traditionally ruled the category continue to lose share year after year. Several reasons contribute to this decline of mainstream brands:

  • premium brands are growing in acceptance among young beer drinkers looking to step up to a higher quality product,

  • wine and spirits are mimicking the role of beer in consumers' lives,

  • light beer, energy drinks and bottled water are fulfilling the need for a healthier lifestyle,

  • discount brands have become an acceptable alternative, especially for university-aged drinkers (19-24 years) who are looking to save money – but still have fun – any way they can.