2018 Annual Report

Top Brands

Canadian Whisky

Our Canadian whiskies include a wide range of beautifully blended whiskies with unique flavours, so that every whisky drinker can find one to love.

J.P. Wiser’s Canadian Whisky

Fiscal 2018 was a good year for J.P. Wiser’s Canadian whisky in that we not only grew domestic retail volume (+1%) and value (+3%), but also grew market share in the premium space – proof positive that our premiumization strategy is working.

Everything tied back to J.P. Wiser’s unique heritage and quality credentials, which are more important than ever to today’s consumers. The message was reinforced through new packaging; our new Hold It High communication platform; our newly opened J.P. Wiser’s Brand Centre, which invites the public to experience our brand story; and our continued industry accolades. (Read our top story “Own Your Story”.)

At the 2018 Canadian Whisky Awards, the J.P. Wiser’s family won:

  • Whisky of the Year and Connoisseur Whisky of the Year – J.P. Wiser’s 35 Years Old
  • Sippin’ Whisky of the Year – J.P. Wiser’s Triple Barrel Rye
  • Best Flavoured Domestic – J.P. Wiser’s Vanilla

At the World Whiskies Awards in March 2018, J.P. Wiser’s took home:

  • World’s Best Canadian Blended Whisky – J.P. Wiser’s Dissertation
  • World’s Best Canadian Flavoured Whisky – J.P. Wiser’s Toffee Whisky

Innovation is another pillar of our Canadian whisky business. We started the year celebrating Canada’s 150th anniversary with the launch of J.P. Wiser’s One Fifty. Each bottle of the limited edition whisky had a unique date printed on the label corresponding to one of the 7,827 weeks in Canada’s history since Confederation in 1867. The campaign was so successful that we sold out completely and decided to do another Canada Day limited release for July 1, 2018 – namely, J.P. Wiser’s Canada 2018 Limited Edition, which celebrated the 200-year anniversary of the 49th parallel as the border that defines Canada.

In time for Father’s Day, we launched J.P. Wiser’s Seasoned Oak as part of our Rare Cask Series. This 19-year-old Canadian whisky was aged in carefully selected oak barrels whose staves were air-dried and exposed to the natural elements for 48 months. With only 6,000 bottles produced, J.P. Wiser’s Seasoned Oak was an LCBO exclusive.

801,000 9L cases shipped (includes J.P. Wiser’s and export) -2% compared to fiscal 2017 (results were negatively affected by the averted LCBO strike)

J.P. Wiser’s 35 Years Old was named Whisky of the Year at the 2018 Canadian Whisky Awards.

Craft Whiskies

Our craft whisky brands, such as Pike Creek, Lot No. 40 and Gooderham & Worts (collectively known as the Northern Border Collection), have continued their stellar, double-digit growth. The more people experience these brands, the more they love them – kudos to our Canadian whisky brand ambassadors for making this possible, both domestically and abroad. (Read our top story “Share the Love”.)

In fiscal 2018, we were thrilled to introduce the first annual Northern Border Collection Rare Release – quite possibly the finest range of Canadian whiskies ever released. The range consists of Pike Creek 21 Years Old, Lot No. 40 12 Years Old Cask Strength, Gooderham & Worts Little Trinity 17 Years Old Three Grain, and J.P. Wiser’s 35 Years Old. The highly anticipated collection is designed to showcase Canadian whisky and underline our commitment to driving the reappraisal of Canada’s national spirit.

When The Ski Week came to Canada for the first time, Lot No. 40 became an official partner. The annual event brings together hundreds of young professionals who travel to different mountains around the world to enjoy one-of-a-kind on-snow experiences. Our contest to win a trip to The Ski Week in BC drove record sales of Lot No. 40 in BC Liquor Stores in January and February.

26,000 9L cases shipped (entire Northern Border Collection including export) +40% compared to fiscal 2017

Lot No. 40 at The Ski Week.