Represented
Spirits

Absolut vodka

Absolut vodka grew by 7% in cases shipped compared to fiscal 2019. Ever a favourite, the brand’s ability to excite and engage consumers is second to none.

There was a big push on the flavours portfolio following the launch of Absolut Grapefruit at the end of fiscal 2019. The Flaunt Your Flavour campaign showcased Absolut Grapefruit, Lime, Citron and Raspberry throughout the summer of 2019 through a variety of colourful activations. In spring 2020, we launched Absolut Juice, an innovative range of spirit drinks made from vodka, real fruit juice and natural flavours, which targets consumer interest in lower-alcohol alternatives.

A lower-alcohol alternative for daytime and early evening occasions, Absolut Juice extends the brand’s appeal and taps into new moments of consumption.

In the spirit of driving positive change in the world, the stunning limited edition Absolut Comeback bottle launched over the winter celebrated recycling. Like all Absolut bottles, this new bottle was made from more than 41% recycled glass. With every bottle purchased at the LCBO, consumers received a sustainable t-shirt featuring vintage print ads with the iconic Absolut bottle image, which was made by a local clothing company that Absolut supported through its changemakers campaign.

In June, Absolut flew the flag for the LGBTQ+ community once again with a new Absolut Rainbow edition bottle. In the early months of the pandemic, Absolut donated $20,000 to the Glad Day Lit Emergency Fund for LGBTQ2S artists and performers, and $25,000 to the Brooke Lynn Hytes Initiative to support drag performers who found themselves out of work because of the outbreak.

Jameson Irish whiskey

Loved by bartenders and consumers the world over, Jameson Irish whiskey shipments rose 15% compared to fiscal 2019, despite the closure of restaurants and bars at the height of the pandemic — a testament to Jameson’s quality and renown.

Jameson Ginger & Lime ready-to-drink cocktails are helping recruit the next generation of Irish whiskey drinkers.

Sales were boosted by the Jameson Caskmates range of Irish whiskeys finished in craft beer barrels and the addition of Jameson Ginger & Lime ready-to-drink cans, which have now been launched in Alberta, British Columbia, Ontario and Québec.

At a time when a large number of creative artists were out of work, the Jameson Connects: The Stay Inn series helped raise funds for those in need amid the global pandemic. Through a virtual communal space, artists and their crews who had had their tours, festivals and gigs cancelled entertained fans in the safety of their homes.

The Glenlivet

Despite gaining market share in the year, shipment volumes of The Glenlivet single malt Scotch whisky declined by 6% from fiscal 2019.

The Glenlivet Founder’s Reserve, which is by far the largest variant and has helped attract new drinkers to the category, was particularly affected by a fourth quarter slowdown in single malt purchases. However, shipments of The Glenlivet 12 Years Old, 15 Years Old and 18 Years Old increased for the year.

The Glenlivet Founder’s Reserve is proof that bringing original ideas to a celebrated heritage can open up new horizons.

Towards a mission of opening the world of single malt Scotch whisky to all, we launched the Original by Tradition campaign with a variety of out-of-home activations. The campaign aims to show that The Glenlivet’s tradition is breaking traditions, in whisky and in culture, to move things forward and set new standards.

Gin portfolio

The gin category in Canada was worth $420 million at April 2020, growing by 19.5% in value versus the previous year¹ — and flavoured gin grew more than 300% in value versus last year.² To capitalize on these trends, we expanded our international gin portfolio in fiscal 2020 with products from different regions, at different price points.

With Beefeater gin, a big on-premise brand, we put ourselves at the forefront of flavoured gin with the highly successfully launch of Beefeater Pink Strawberry in April 2019 and then with Beefeater Blood Orange in June 2020.

Created to satisfy growing Canadian thirst for flavoured gin, Beefeater Blood Orange has a bittersweet juicy flavour and a vibrant, striking colour, set to appeal to today's gin drinker.

We added Malfy gin, one of the fastest growing, super-premium gin brands in the world. Malfy uses traditional Italian distilling methods that date back to the 11th century, and local botanicals combined with Mosivo Water from Crissolo Spring, the purest water in Italy. And, at an even higher price point, we introduced Monkey 47 gin, a super-premium gin from Germany with a reputation for creativity and craftsmanship that defies traditional gin categories and contributes to its cult status.

 

• ACD Retail Value as of April 2020.
• IWSR data 2019 vs 2018. Flavoured gin in Canada.