Through our affiliation with Pernod Ricard, we bring Canadians premium spirits catering to their appetite for unique brand experiences from around the world. Here’s how the top three brands performed.
Absolut vodka remained a steady achiever, outperforming the vodka category once again despite an unusually challenging year brought on by heightened competition and the effects of lower ordering patterns as the LCBO normalized inventory levels built in the previous fiscal year in anticipation of threatened strike action.
Absolut Lime, introduced to Canada in time for summer 2017, lived up to our high expectations. The product, which uses all-natural ingredients and no added sugar, was exactly what consumers were looking for. By year end, it was the number one lime-flavoured vodka in the country and among the top 10 of all flavoured vodkas.
We continued to connect Absolut with its target market of influential young people, known as “progressive connectors”, through Absolut Nights programming. In fiscal 2018, this included partnering with community groups to celebrate emergent nightlife trends in Vancouver, Toronto and Montréal. Absolut also became the official vodka of Live Nation, along with Ungava as the official gin, as part of a three-year agreement. More than 325,000 drinks are served annually at Live Nation’s Canadian venues and music festivals.
To demonstrate its commitment to equal love and the LGBTQ+ community, Absolut implemented more Pride activations than ever before. This included various activities in support of Rainbow Railroad, a Canadian-based charitable organization that helps lesbian, gay, bisexual and transgender individuals escape violence and persecution in their home countries and find a path to safety. Between the brand and Absolut drinkers, nearly $31,000 was raised for the charity.