Executive summary
In a category as competitive as Ready to Drink (RTD) beverages, increasing sales year after year is no easy feat - which is why much of the industry has become dependent on a short-term cocktail of NPD and price promotions.
But what do you do when you can't fall back on either? In 2022, Canadian Club faced its biggest challenge to date - our distributor signed a deal with our biggest rival, industry-wide production issues hampered supply and we were in the middle of a cost-of-living crisis. Not only this, the brand was finding it harder than ever...