Whisky Whisdom from Canadian Club

Toronto, ON – November 20, 2012 – Beam Inc., a global leader in premium spirits, and Canadian Club® Whisky, one of the world’s leading Canadian whiskies, today announced a new marketing campaign to celebrate guys on their ongoing quest for wisdom.The new “Join the Club” TV and digital campaign, which launches nationally in Canada today, features video segments available on specialty TV, on Facebook and in digital media that star the “Canadian Club Chairman” and offer humourous Whisky Whisdoms™ to help guys to ease their way into the whisky world.“For more than 150 years, Canadian Club Whisky has been providing Canadians with smooth, approachable and easy-drinking whisky, perfect for consumers who are embarking on their whisky journey,” said Rob Tucker, Senior Brand Manager for Canadian, American & Irish Whisky, Beam Canada Inc. “CC’s new campaign is all about passing on the brand’s infinite ‘whisdom’ in a humourous and engaging way to guys who are ready to step-up into whisky.”Through the new marketing campaign, the brand’s newest voice, the “Canadian Club Chairman,” imparts a barrel-house full of Whisky Whisdoms™ that act as blunt, unapologetic and undeniable truths, such as:·      Never send beer to do a whisky’s job. ·      Everything in moderation. Except bacon.·      Drafts are best suited for fantasy football - order a Canadian Club Whisky.Facebook fans are encouraged to submit their own Whisky Whisdoms™ by joining The CC Club™ at www.facebook.com/canadianclubcanada and gaining exclusive content, local event invitations and, of course, wisdom.Canadian Club is the world’s #1 premium Canadian whisky. For more than 150 years, the brand has been using its unique pre-barrel blending process to create a smooth, mellow whisky.The campaign caps off what has been an exciting year for Canadian Club, including the launch of two new brand extensions in Canada: Canadian Club Dock No. 57 flavoured whisky and C.C. Mixed & Ready, a line of ready-to-drink Canadian whisky beverages. These innovations aim to satisfy growing consumer demand for ready-to-drink and flavoured spirits and open the door to a range of new consumers.For more information on Canadian Club Whisky, visit www.canadianclub.com or www.facebook.com/canadianclubcanada.