Canadian Club and Adidas Go into the Wild

Canadian Club, Australia’s fastest growing alcohol trademark, recently supported the launch of adidas’s outdoor collaboration range with boot company RANSOM.

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Canadian Club and Adidas Go into the Wild

Australia, 30 August 2011: Canadian Club, Australia’s fastest growing alcohol trademark, recently supported the launch of adidas’s outdoor collaboration range with boot company RANSOM.

The new range was showcased in an immersive wilderness environment at Rokeby Studio in Melbourne’s Collingwood area. Themed to represent a log cabin, the atmosphere transported guests to the rugged Canadian forests with the help of a snow machine and large wilderness projections.

Brand Director Trent Chapman acknowledges that partnering with adidas was a strategic move for Canadian Club and the recent Boonie’s Over Beer? campaign.

“We know that there is a trend developing whereby Australian’s are drinking less beer and looking for refreshing alternatives. The adidas RANSOM event was a great opportunity to tap into the target market who is leading that trend,” said Chapman.

Guests enjoyed refreshing Canadian Club and Dry RTD’s as they browsed the collection, specifically designed for people who like to escape the city in style. Fusing the wilderness with fashion, function and an urban lifestyle, the new range mirrored Canadian Club, with both brands a refreshing alternative to the everyday.

Over 300 guests enjoyed the Lumberjack themed festivities, embracing the refreshing, but wild, Canadian outdoors.

For more information please visit www.canadianclub.com.au

ABOUT BEAM INC.:

Beam is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Spiced Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company.

For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.