Wiser's DeLuxe Canadian Whisky: The Wiserhood

Wiser's DeLuxe, a longstanding brand in the declining Canadian whisky market, needed to engage younger urban males without alienating its core older consumer.

Wiser's DeLuxe Canadian Whisky: The Wiserhood

john street

Section I — Basic information

Business Results Period (Consecutive Months): October 2008 – April 2012

Start of Advertising/Communication Effort: October 2008

Base Period as a Benchmark: October 2007 – September 2008

Section II — Situation analysis

a) Overall Assessment

Wiser'sDeLuxe whisky has a proud heritage and long history, having been in Canadians' liquor cabinets for over 150 years.

The problem is, Canadians are consuming less and less whisky every year. Spirits like vodka and rum have been drinking up market share and sales for more than a decade, leaving...

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