Canadian Club has ambitions to become the biggest alcohol brand in Australia and the country’s number one RTD by 2020.
The RTD has positioned itself to target beer drinkers and has been able to grow the Dark RTD category by pulling volume from beer.
Canadian Club remains the biggest contributor to Dark RTD category growth, delivering more than $23.8million incremental value verse last year.
Its ‘Over Beer’ campaign has been in market close to 10 years, and was launched two years after government materially changed the alcohol tax/ excise landscape via a severe increase in the excise on RTD. It’s been hugely successful in recruiting out-of-category drinkers.
Trent Chapman- Marketing Director – Oceania, believes the brand has a winning strategy in place.
It now has the highest penetration in Dark RTD, with one in every three drinkers in the category consuming the product.
“The ‘Over Beer?’ campaign was the result of immense pressure for marketing to work harder than it had ever had to previously for a distilled spirits company,” Chapman said.
“Since then Canadian Club results have been unprecedented – double digital growth year on year, going from a 500,000 case brand in 2010, with 2019 on track to delivering just short of four million cases, while expanding margins each year.
“The creative execution has evolved over the 10 year with the overarching key message portraying Canadian Club as the refreshing alternative to beer staying consistent.”
Chapman said there are still huge opportunities for the brand’s customer base to expand.
“Opportunity for further growth lies in continuing to recruit Young Partiers (aged 18-24) and Discerning Drinkers (aged 35+), switching their drink of choice to Canadian Club.
“To reach our aspiration of being the biggest alcohol brand in Australia we are nurturing the brand in a way that it will cater to all Australians … like VB, XXXX Gold and now Great Northern, Canadian Club is fast becoming sewn into the fabric of the Australian lifestyle.”
The new Dry Zero Sugar offering is also delivering incremental volume by appealing to a broader audience. It currently holds 15% share of the sugar-free category and is growing strongly.
Beam Suntory noted: “Driving refreshment has always been key to Canadian Club, with the health and well-being trend this becomes even more important to the brand.”
Big summer marketing push for Canadian Club
Chapman said it’s going to be a huge season for the brand.
“This summer will look to be Canadian Club’s biggest summer yet with a strong media plan in place; activation in key retailers across the on and off trade, branded execution at The Australian Open, out of home and digital presence.”
The brand is kicking off its activity by giving away more than 3000 free cases of Canadian Club and Dry.
From November 8, consumers can register online to receive their free case delivered to their front door in time for summer kicking off on December 1.
Beyond the backyard barbie, Canadian Club is also taking over the Bucket List, Bondi Beach throughout the month of December, kicking off with a celebratory summer session on Friday, December 6. Guests will enjoy drink specials, prize giveaways and DJ entertainment.