Canadian Club: How the ultimate challenger brand overcame its biggest challenge to date

Canadian Club, a spirits brand, reinvigorated their "Over Beer?" campaign to put beer on the back foot, strengthen prices, and grow value sales.

Executive summary

Canadian Club is arguably Australia's ultimate challenger brand. Rather than selling the benefits of its own product, the brand is built instead on prompting Aussies to question the ingrained cultural obligation to beer, summed up by a simple question: "Over Beer?".

But by 2022, this strategy was coming under scrutiny as Canadian Club was finding it harder than ever to win over beer drinkers, with the proportion trying CC slumping between 2020 and March 2022.

On top of this, Canadian Club had no new products, industry-wide production issues were limiting supply, our distributor had just signed a deal with our...

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