Prestige Occasions

Ranked eighth in the world for high-net-worth individuals, Canada has a healthy luxury market and prestige occasions are forecasted to grow in the coming years (source: Cap Gemini Financial Services Analysis, 2020). What’s more, we’ve seen demand for premium and super-premium offerings accelerate as the pandemic has worn on; people have treated themselves to luxury products and in the process become more discerning about what they drink.

Lot 40 Dry bottle

We’ve created a dedicated Prestige and Specialty team to unlock future growth in this area, building on the strength of a portfolio that already boasts luxury brands such as G.H. Mumm champagne, Perrier-Jouët champagne and Martell cognac. The team will look to provide extraordinary products for special occasions.

Best rye whisky in the world

Crowned the world’s best rye whisky for the dark oak expression at the 2021 World Whiskies Awards, Lot No. 40 is helping cement Corby’s leadership position in high-end Canadian whisky. While primarily an on-premise brand until COVID-19 hit, strong growth in the retail channel in fiscal 2021 indicates that consumers are also taking this bartender favourite into their homes.

A style of whisky commonly associated with Canada, rye whisky is produced around the globe. The Lot No. 40 Dark Oak beat out rye whiskies from the United States, Australia, Germany, England, Denmark and Ireland for the prestigious designation. It delivers a full and complex drinking experience when consumed neat or on the rocks, but it also gives added punch to classic whisky cocktails.

“Havana Club is a brand of passion:
from how it’s produced in Cuba to how it’s delivered to consumers, passion plays a big role and has fuelled Havana Club’s success. We hope that consumers will feel that same passion in every drop they sip.”

Bringing the smoke

With Havana Club 7 Year Old Rum enjoying a renaissance in Canada, we introduced Havana Club Cuban Smoky to the range of award-winning premium rums. This unique, super-premium dark rum has been aged in malt whisky barrels from Islay in Scotland to deliver a unique smoky flavour. It’s crafted to appeal to rum enthusiasts and whisky drinkers looking for a new and smooth offering that elevates the Cuban rum experience.

Spirits for the occasions that call for the unique, the inspired, the exceptional.

Going against the tide

The single malt category is on fire in Canada and The Glenlivet claimed the #1 spot in both retail value and volume in fiscal 2021. A brand that is truly original by tradition made a name for itself long ago because of its high-quality standards. It continues to innovate and break single malt category conventions in order to make the category more approachable, welcoming and exciting for the next generation of whisky consumers.

In 2021, we introduced The Glenlivet Caribbean Reserve, a smooth single malt that has been selectively finished in oak barrels that previously held Caribbean rum to deliver a bold and tropical summery taste – and expand consumption occasions beyond winter.

“The magic of The Glenlivet is that it has the strength to not only recruit new consumers into the category but also excel at exciting the most discerning drinkers with expressions like the 25 Year Old and, for the very few, our 50 Year Old, retailing at $25,000 per bottle. With more elevated products on the way, we feel very confident about the future of this brand.”

2021 performance

Lot No. 40 bottle

Lot No. 40

As an on-premise skewing brand, Lot No. 40 was challenged by restaurant and bar closures but enjoyed some growth in the retail channel.

The Glenlivet bottle

The Glenlivet

The Glenlivet claimed the spot as #1 single malt Scotch whisky in Canada in both retail value and volume.