Bond and Connect

While people have found novel ways to stay connected with one another during the pandemic, most of us can’t wait to get back together again – in person. At Corby, we consider it a privilege to be part of the special moments when family and friends gather to talk, laugh and share.

JP Wiser’s Deluxe bottle

We continually innovate with new, on-trend spirits to meet evolving consumer needs and moments of conviviality.

“With Old Fashioned, we’re offering consumers the #1 whisky cocktail in the world bottled with the care and attention J.P. Wiser’s puts behind all of its products, and ready to serve and enjoy at any occasion.”

To the people and moments that matter

While held up at home, people have missed a lot; from small to big life moments they can’t get back. J.P. Wiser’s decided to give a lucky few a second shot at celebrating milestones lost during the lockdown. Our agency team searched the nation (and scoured conversations on social media) to handpick four people whose missed moments were deserving of a second shot at celebration. These moments became the basis of a full-fledged campaign supported by TV, digital and influencer media. The use of real people, a popular music track and real emotions helped bring an unparalleled level of authenticity and exposure to the assets and the campaign – and was in keeping with J.P. Wiser’s legacy and brand identity.

Made from grain to glass in Windsor, Ontario, J.P. Wiser’s is one of Canada’s oldest, largest and most decorated whisky brands. Master Blender Dr. Don Livermore’s commitment to quality, care and craftsmanship is evident in every bottle. And it has carried over to our latest innovations – J.P. Wiser’s Old Fashioned – a one-of-a-kind, ready-to-serve cocktail crafted with quality whisky, orange essence and natural flavour to bring the experience of a classic whisky cocktail from behind the bar to homes and more convenient occasions.

Attention all coffee lovers

For those having trouble deciding between coffee or a cold drink when kicking back with friends, there’s now Jameson Cold Brew. Launched in Canada in the fall of 2020, Jameson Cold Brew reimagines the classic combination of whiskey and coffee.

This on-trend and buzzworthy innovation infuses triple distilled Jameson Irish whiskey with natural cold brew coffee extract from 100% Arabica beans sourced from Brazil and Colombia. At 30% alcohol by volume (ABV), it’s a versatile offering designed to appeal to whiskey lovers, coffee connoisseurs and bartenders alike – perfect over ice, or mixed with tonic or cola and a wedge of orange, and always shared amongst friends.

This newest offering has helped broaden Jameson’s reach to new occasions and new consumers.

Our brands are at their best when shared among friends.

Let’s go Blue Jays

There’s nothing quite like sports for bringing people together. The experience of watching and cheering for a favourite athlete, team or country creates shared memories and deepens bonds. This was the impetus for the newly announced three-year partnership between the Toronto Blue Jays and Polar Ice vodka.

Polar Ice vodka is a perfect pairing for sporting occasions, as a Canadian-made, award-winning vodka, sold at an accessible price point. This new partnership will enable Polar Ice to create an emotional connection with vodka drinkers in the Blue Jays’ fanbase by being present in moments of consumption that matter to them. It also introduces Polar Ice to new households on a national scale and injects excitement into the brand.

2021 performance

J.P. Wiser’s Canadian whisky bottle

J.P. Wiser’s Canadian whisky

Excluding Special Blend, retail volumes of J.P. Wiser’s grew 3% and retail value was up 5% compared to 2020, outpacing the Canadian whisky category on both counts.

Jameson Irish whiskey bottle

Jameson Irish whiskey

With the pandemic closing the restaurants and bars where Jameson has traditionally excelled, we shifted our focus to retail to ensure continued strong growth.

Polar Ice vodka bottle

Polar Ice vodka

Polar Ice vodka showed that it can compete favourably against global vodka brands, winning Gold, a Consumer Choice Award and an Innovation Award at the 2021 SIP Awards international spirits competition.