Seagram's VO

SouthTrade launches Seagram’s VO Canadian Whisky

July 1, 2020
By Alana House

SouthTrade International has announced the launch of Seagram’s VO Canadian Whisky in Australia.

The VO brand was purchased by Sazerac in late 2018 from Diageo and is now being launched for the first time in Australia with refreshed packaging and more relevant repositioned brand communications.

Ray Noble, Managing Director of SouthTrade International (and once Canadian Club Marketing Director) said: “I have a huge love for Canadian Whisky having been privileged to work on the CC brand for many years as we took it from a bottle gathering dust on the shelf to the hottest ‘beer alternative’ spirit in Australia.

“I am excited to build on this great work by providing consumers and retailers with more options to explore in Canadian Whisky. It cannot be a category of one here forever!

“VO delivers perfectly on the ‘easy drinking’ taste profile and is one of the big 3 Canadian Whiskies in North America. Under Sazerac it is enjoying double digit growth and we can’t wait to bring this authentic highly credible brand down under”.

Marketing Director, Fraser Lockwood, added: “While Canadian Whisky is well known in Australia it’s still heavily underrepresented in comparison to overseas markets. In the US, Canadian Whisky is over 30% share of the total whisky category which is five times what it is here.

“Australian consumers love the lighter, smoother whisky style that mixes so well with Dry, so we believe there is still plenty of room for this category to grow further. We’re confident VO will add real value to the category and provide consumers with a great tasting and credible alternative”.

The brand will be available nationally from the end of July.

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