Beam Suntory: How Canadian Club became the boss of summer

Canadian Club, a whisky brand, directly challenged beer’s status as the self-appointed king of the Australian summer by allowing Australians to question drinking beer in summer.

Executive summary

If you've ever asked yourself "what the f**k is Summer Beer?" then this case study is for you.

This is the story of the greatest Canadian Club (CC) campaign in history. One where CC did the most provocative thing it could by directly challenging beer's status as the self-appointed king of the Australian summer. 'Who Made Beer the Boss of Summe

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