By Amy Looker, editor National Liquor News
Canadian Club has become the first brand in a decade to break into the Australian top ten RTD list, which brand owner Beam Global says demonstrates its 'Over Beer?' campaign has worked.
According to Aztec data, Canadian Club recently became the 5th largest Dark RTD and 7th largest RTD brand overall by both value and volume (MAT 28/04/2013).
Canadian Club's brand manager, Tiffany Madsen, said the data is "proof of what we've long suspected – that we've been successful in converting beer and other non-dark spirit drinkers to Canadian Club".
"The brand has earned its stripes in the category and we wouldn't be surprised if we see the trademark expand further," she said.
"We have big plans for the brand over the key summer trading period and retailers should stay tuned for the exciting announcements we'll be making shortly."
The highly successful 'Over Beer?' advertising campaign positioned the brand aggressively against beer through TVCs, outdoor advertising and online properties.
Canadian Club & Dry and Canadian Club & Cola is available nationally and has an RRP of $24.99 per six-pack of 375ml cans, and $18.99 per four-pack of 330ml bottles.