Portfolio Management

Our iconic Canadian brand portfolio provides a route to sustainable value creation and is complemented by Pernod Ricard’s international brands, for which we have exclusive Canadian representation rights. We focus on ensuring that we have the right brands for the right consumer at the right moment of consumption.


Learn more about the brands at the heart of convivial moments

The Original Cabot Trail bottle

2021 highlights

Two of the top 10 largest spirits brands in Canada by volume – Absolut vodka and J.P. Wiser’s Canadian whisky.

#2 position in the Canadian spirits market and #7 in the fragmented wine market by value.

Renewed our exclusive right to represent Pernod Ricard’s brands in Canada for a further five years and three months, effective July 1, 2021 until September 29, 2026.
Read the news release.

An enhanced focus on consumer occasions helped to deepen our understanding of what it takes to win in key moments of consumption and how best to shape our brand propositions.