Wines & Spirits

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View from the C-Suite: Corby eyes ecommerce growth

From the C-Suite newsletter: The channel is undeveloped in Canada, which CEO Nicolas Krantz sees as an opportunity.

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Jackson-Triggs wants wine culture to be more inclusive

The Arterra brand is using the voice that comes with being the top wine in the country to break down old barriers.

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Most-read of 2020: C-Suite

Pandemic responses and new opportunities in alcohol were the most popular stories from our weekly newsletter for brand leaders.

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Strategy’s most-read of 2020: Shopper Marketing Report

The year’s most eye-catching stories included No Frills’ gammified flyer and answers to all the questions about shopping in a pandemic.

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The Glenlivet sets the record straight

The Corby brand is looking to rehabilitate scotch whiskey’s stodgy, elitist reputation.

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Baileys branches out from coffee

A Christmas tree market is part of a bigger strategy to reposition the Diageo brand as a more versatile treat.

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It’s all downhill for Social Lite Vodka, so to speak

From Shopper Marketing Report: Snow tubing and koozie promos are meant to keep demand for RTD strong in the winter.

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Milestones gets a hand from Ryan Reynolds to boost happy hour

The restaurant admits ad spend is lighter, but hopes the A-lister’s Aviation Gin will help bar business.

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Arterra finds the local connection to international wines

Expats now living in Quebec are helping the wine maker combine the historical popularity of imported wines with demand for local products.

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How the LCBO is guiding shoppers to the right pairing

Tapping into local support is one way Ontario’s alcohol retailer is trying to make shopping as stress-free as possible.

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Corby names new VP of marketing

Caroline Begley takes over marketing as the company invests in higher-end spirit and wine brands that drive more value.

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Arterra basks in the opportunity for better-for-you wine

The company brings high-impact shopper elements to alcohol retailers as it looks to fill a white (and red and rose) space in the category.

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Labatt put brand ambassadors inside a vending machine

The company finds new experiential ways to familiarize people with the variety of its “Beyond Beer” portfolio.

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Pabst tests an off-beat approach to vodka soda

From can design to ABV to its campaign, the plan for PBR’s first RTD is to do things differently in a crowded category.

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Stadacone is sweet on its new positioning

The brand is targeting younger women to find its place in Quebec’s booming gin market.