By Andy Young

Canadian Club will once again be an official partner with the Australian Open with a summer of tennis campaign that will head nationwide.

This year’s partnership has extended beyond last year’s by adding full pourage within the Melbourne Park precinct and throughout the Emirates Australian Open Series, the lead-in events to the first Grand Slam of the year.

Tiffany Madsen, marketing manager for Canadian Club, told TheShout: “Having product availability in hand and on-site during the key summer period is definitely core to the new sponsorship platform.

“Our key message for summer, which will be going across all our major touch points, is ‘Ranked Number One for Refreshment’. We will have BWS as a key retailer in the off-premise, as well Cellarbrations, Bottle-O and Thirsty Camel as well as several key on-premise partners.”

The CC Summer of Tennis will extend nationally, from mid-November through to February and will feature a range of win-in-store promotions to win prizes such as tennis bags, jackets, sunglasses, hats, tennis-themed eskies and tennis grip stubby holders.

Canadian Club has continued to deliver a year-on-year growth of over 30 per cent and is now ranked the fourth largest premix spirit brand in Australia after Jim Beam, Bundaberg Rum and Jack Daniels.

Madsen added that she believes the reason for this success is that the brand has “stayed true its core positioning”.

“We haven’t deviated from our consistent message of being a refreshing alternative to beer and that has been really key to our growth. I also think that consumer drinking habits are changing and they are moving to lighter-style beverages and CC really sits in that sweet spot.”

CC has been running its refreshing alternative to beer campaign for around five years and was this year named as the Best Marketed Spirit at the Australian Liquor Industry Awards.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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