Wiser's DeLuxe Canadian Whisky: The Wiserhood

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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 Canadian whisky virtually at a standstill.

From 1996 to 2007, Canadian rum volume sales had increased 26%, vodka 66% and whisky a meagre 9%. Canadian whisky in particular had shown the least amount of growth at 3%.