Canadian Club: Stick that in your chairhole

Canadian Club, a spirits brand, launched their "Who made beer king of the campsite?" campaign to increase sales value, the number of beer drinkers consuming CC, and Dark RTD 'Share of Throat'.

Executive summary

In a category as competitive as Ready to Drink (RTD) beverages, increasing sales year after year is no easy feat - which is why much of the industry has become dependent on a short-term cocktail of NPD and price promotions.

But what do you do when you can't fall back on either? In 2022, Canadian Club faced its biggest challenge to date - our distributor signed a deal with our biggest rival, industry-wide production issues hampered supply and we were in the middle of a cost-of-living crisis. Not only this, the brand was finding it harder than ever...

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