Australia’s fastest growing spirit and RTD trademark, Canadian Club, has added two new RTDs to its portfolio. The new Canadian Club Premium RTD features a stronger, bolder taste that encapsulates the role Canadian Club played in the 1920s and 1930s in the USA, captured by the slogan “The taste that broke prohibition”. It will be joined by Canadian Club Summer Crisp, which has been rolled out nationally after successful trials in Queensland and WA markets.
Canadian Club Premium RTD is aimed at the consumer who is looking for a refreshing alternative to imported and craft beer, but who also wants a step up from the regular RTD ranges on offer. With better liquid at a higher 6% ABV – the leading growth driver across the market – Canadian Club Premium has a more sophisticated taste profile due to the extra crisp dry flavor.
After a successful trial, Canadian Club Summer Crisp has now been rolled out nationwide to satisfy Australia’s thirst for a lighter and less sweet beverage (4.2% ABV). The clear bottle and sleek label call out Summer Crisp’s pleasant, dry taste and is the perfect product to convert consumers who have traditionally chosen summer style beers or cider.
Canadian Club Premium RTD is mixed with a less sweet ginger ale which creates a drier, smoother taste, appealing to those consumers who have traditionally favoured imported and craft beer. The packaging details the rich history of Canadian Club, featuring period imagery of bootlegged product from legal distilleries in Canada, smuggled into Prohibition-era USA.
A major $3m investment during a summer advertising campaign, a key selling period for the entire Canadian Club RTD range, will feature outdoor and POS support. This represents the most significant marketing investment the brand has made in Australia, showing that Canadian Club is fully behind supporting its retailers.
Canadian Club Premium is available nationwide in 4x330ml packs, RRP $22.99.
Canadian Club Summer Crisp is available nationwide in 4x330ml packs, RRP $16.99.
For further information, please contact:
Alexandra Churcher
Burson-Marsteller
alex.churcher@bm.com
9928 1585 / (+61) 403 021 284
Dan Silburn
Burson-Marsteller
dan.silburn@bm.com
9928 1524 / (+61) 430 190 755