J.P. Wiser’s Canadian whisky
The J.P. Wiser’s message of friendship and human connection became all the more important in 2020 and helped propel our flagship brand to another year of strong growth. Excluding Special Blend, retail volumes of J.P. Wiser’s grew 5% and retail value was up 7% compared to 2019, outpacing the Canadian whisky category on both counts.
Our efforts over the past three years to rejuvenate the brand and make it more relevant to today’s consumers are paying off — we’re seeing market share gains and attracting slightly younger and more female drinkers. Among 2020 initiatives, we changed the bottle shape and label to reinforce premium positioning and improve shelf impact, and added a 375mL format for J.P. Wiser’s Deluxe, which made it a good option for gifting occasions.