Canadian Club’s long running ‘Over Beer?’ campaign had successfully made inroads into beer territory by challenging Australians’ cultural obligation to drink beer. But maintaining that growth was becoming increasingly challenging with the brand’s most recent campaign failing to reach the heights of earlier efforts.

Alcoholic beverages was a declining category - in June 2022, 2% fewer Australians reported drinking alcohol in the last four weeks compared with the same period a year earlier. And the Dark Ready To Drink beverage segment, home to Canadian Club, was forecast to remain stagnant over the long term, with consumers drinking less and increasingly seeking out ‘better for you’ light RTDs.

Objectives:

1. Grow sales value +XX% to $XXm

2. Grow % beer drinkers consuming Canadian Club to XX%

3. Become Australia’s most loved spirits trademark

4. Increase ‘proud to drink’ by XX% and ‘worth paying more for’ by XX%