Wines & Spirits


Kahlua makes an unexpected move

The coffee-rum liqueur launches its first major ad campaign to teach Canadians about its origins.


Jackson-Triggs has a wine for that

The Vincor Canada brand targets both everyday and special moments with its first TV campaign.


Jack Daniel’s gets sweet

The whiskey brand goes digital and buys big for the launch of Jack Daniel’s Tennessee Honey.


The LCBO targets trendy ladies

The retailer’s first Trend Report FSI is being promoted with a multimedia campaign targeting Ontario women with an eye for finer things.


The SAQ upscales upstairs

The Société des Alcools du Québec updates its higher-end store in Quebec City, SAQ Signature, with help from Sid Lee.


Canadian Club gets adventurous

Canadian Club believes it goes hand-in-hand with near-death experiences.


Beefeater 24 targets ‘cocktail culture’

Spirits consumers are trading up: the launch of the new premium spirit from Corby Distilleries is promoted through branded parties, a print and OOH buy.


Canadian Club seeks adventure – and aged whiskey

Kicking off a world treasure hunt at the ‘mummified’ home of a Toronto tribal art dealer yesterday, Canadian Club launched the first leg of a social media and experiential marketing push.


Starcom Worldwide: Keep Walking – Johnnie Walker, Diageo

After an advertising hiatus of six years, Black is back – Johnnie Walker Black Label that is. So is Johnnie Walker Red Label for that matter – thanks in part to an integrated campaign where any division between brand concept and media plan is virtually indiscernible. The brand’s Striding Man icon is seen stepping confidently across the printed page, computer screens, and through inventive and destination-unique use of OOH.


Gilbert + Davis dip into wine

Talk about full service. Toronto-based ad agency Gilbert + Davis went all out for a group of 19 growers and one winemaker on the Niagara Peninsula, handling everything for a new launch, save stomping the grapes. Not only did they do the marketing for the new wine brand 20 Bees, they also conceptualized and named the product.


Fido fetches urbanites with pomo take on old tales

Fido’s getting fresh this Christmas, with a charming new holiday campaign that features a stylish young Scrooge and a youthful, urban Mr. and Mrs. Claus. Oh, and a dog. Of course.


Vintage Andy

Andrew S. Brandt doesn’t look a bit like Napoleon Bonaparte. And during his just-ended stint as chair and CEO of the Liquor Control Board of Ontario, he never rampaged through its Toronto headquarters on a fiery steed.


Brandt’s legacy

Item B.B. (Before Brandt) A.B. (After Brandt)


What they say about Andy

Paul Beggan, president, Bacardi Canada


Brilliant package design

It seems a new product is being introduced every two seconds, so there’s no denying the importance of package design. Whether practical, responsible or just plain pretty, these three innovative designs get noticed.