Our acquisition of the spirits assets of Domaines Pinnacle Inc. in September 2016 was designed to help rejuvenate our Corby-owned portfolio and add a number of premium products. While we knew it was a smart move then, we see it as inspired now.
By fiscal year end, Ungava gin was the number one super-premium gin in Canada by volume, with significant double-digit growth. We’ve discovered synergies with our other brands that will set it up for further success both in Canada and abroad. Naturally Unexpected, the brand’s new communication platform, captures the uniqueness of the product and, quite frankly, our enthusiasm for it. Playing up Ungava gin’s signature yellow colour and unmatched flavour, derived from native Canadian botanicals, the campaign reminds us that it’s the unexpected that gives life its true colour.
While we knew our acquisition was a smart move then, we see it as inspired now.