Canadian Club Launches “A Refreshing Wake Up Call”

Canadian Club has announced the launch of their new campaign, continuing to position themselves as a refreshing alternative to beer, “like a snowball in the face from a sexy person”.

Canadian Club Launches “A Refreshing Wake Up Call”

SYDNEY, 20 April 2014: Canadian Club has announced the launch of their new campaign, continuing to position themselves as a refreshing alternative to beer, “like a snowball in the face from a sexy person”.

Featuring two TVC’s that take place in typical ‘beer’ drinking environments, the latest campaign celebrates Canadian Club as a refreshing alternative as well as the fact that Canadian Club Draught is available on tap, continuing its advance into traditional beer territory.

This campaign, “A Refreshing Wake Up Call” is the latest instalment in the highly successful “Over Beer?” strategy that has contributed to massive YoY +30% growth for the beverage. Canadian Club is the first brand in a decade to make the top 10 RTD brands, and is now ranked the fourth-­‐largest premix spirit brand in Australia after Jim Beam, Bundaberg Rum and Jack Daniels.1

The TVC’s will air in 30 second and 15 second versions from 1st May and will be supported by radio, out of home, digital and a limited edition themed 24 pack cube.

Trent Chapman, Marketing Director -­‐ Beam Global Australia says the snowball campaign was the logical next step for Canadian Club. “Canadian Club is continuing to grow at a phenomenal rate, achieving double digit growth for the 5th year running in 2013. It’s clear that Australians are looking for an alternative to beer and we want to continue to redefine the role of dark spirits and bring new consumers into the category.”

Damian Pincus, creative partner and founder, The Works Sydney says the new TVC’s represent a shift away from presenting the problem of being over beer to celebrating Canadian Club as the solution. “We know there’s plenty of people out there who are bored with beer, it’s time to put Canadian Club front and centre. Getting hit in the face by a snowball from a sexy person was one of the few feelings we felt was on the same level as having a Canadian Club after years of slavish beer drinking.”

Canadian Club continues to diversify its offering with Canadian Club Draught available on 500 taps nationally and the launch of Canadian Club in an aluminium bottle as a premium alternative to cans and that’s suitable for non-­‐glass venues.

About Beam Inc.

As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and  its 3,400  passionate  associates worldwide  generated  2012  sales of $2.5  billion (excluding excise taxes), volume of 38 million 9-­‐liter equivalent cases and some of the industry’s fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded  on  the  New  York  Stock  Exchange  under  the ticker symbol  BEAM and is included in the S&P 500 Index and the MSCI  World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com  and  www.drinksmart.com.