Canadian Club(R) Whisky tells consumers: "Damn Right Your Dad Drank It"(TM)

    First Multi-Layered Advertising Campaign for the Whisky Brand in more
    than two years

    - Bringing Masculinity Back to Cocktails -

    TORONTO, Nov. 7 /CNW/ - A new advertising campaign from Canadian Club
(CC) Whisky is urging men to reclaim their masculinity after years of being
subjected to trendy, martini-style fruity cocktails. The campaign, entitled
"Damn Right Your Dad Drank It," features retro imagery from the 1960s and 70s,
with provocative taglines that remind consumers that their dads were once the
epitome of cool, style and unabashed masculinity - and that they chose to
represent these traits through their drink of choice: whisky cocktails made
with Canadian Club.
    In support of CC and its new brand platform, Beam Global Spirits & Wine
Inc. (Fortune Brands, Inc. (NYSE:  FO)), a world-leader in premium spirits and
wine, is supporting the campaign with a significant increase in its
advertising and promotional spend. Beginning in November, the campaign
includes consumer print, out-of-home and radio advertising, experiential and
viral elements, point-of-sale items and in-market events that will continue
throughout the brand's 150th anniversary in 2008. Print ads will run in Maxim,
Toronto Life, NOW and Eye Weekly magazines, with placements in other key
publications throughout 2008.
    Sparked by the brewing backlash against a dandy-and-delicate spate of
cocktails that have overstayed their welcome, "Damn Right" challenges
consumers to embrace their dads' classic masculinity, with humorous taglines
such as "Your Dad Never Tweezed Anything," and "Your Mom Wasn't Your Dad's
First." In launching "Damn Right," CC invited Beam Global employees, as well
as employees of Maxxium (the distributor of Canadian Club in Canada), to
search their photo albums and submit images that epitomize the era. Many of
these photos are included in "Damn Right" advertising and point-of-sale
elements. In particular, the first ad execution, "Your Mom Wasn't Your Dad's
First," and several point-of-sale materials feature vintage photos of a
mid-late 20s Dan Tullio--Canada's own, and Canadian Club's current global
brand ambassador.
    "This is the most exciting brand communication for Canadian Club in
years," says Dorene Wharton, Global Brands Manager, Canada, Beam Global
Spirits & Wine Inc., "It is anchored in a sentiment that resonates with all
our consumers; people who appreciate the notion of timeless masculinity
embodied in a masculine, classic cocktail." Wharton adds the "Damn Right" idea
tested extremely well in Canada with consumers in their mid-20s, as well as
those 30 and over. "A drink that brings masculinity back to the cocktail is
something they've all been waiting for," Wharton says.
    "Canadian Club has been and continues to be one of the most widely
distributed premium spirits brands in the world," Wharton adds. "It is a brand
with a rich history and high awareness - and Beam Global has reaffirmed its
commitment to CC through its increased spend to launch the new campaign. 'Damn
Right' is designed to inspire consumers to rediscover this great brand through
its engaging imagery and provocative headlines."

    About Canadian Club
    Canadian Club(R) has been one of the world's favourite Canadian whiskies
for more than 140 years and has set the standard for great whisky. It's a
smooth satisfying taste that never goes out of style. Canadian Club(R) offers
a wide range of products to suit your palate, from the original Canadian
Club(R) Whisky that started it all in 1858 to the exquisite blend of C.C.
Sherry Cask.

    About Maxxium Canada
    Maxxium Canada is the Canadian division of Maxxium Worldwide BV, a global
spirits and wine distribution group operating in over 35 countries and
covering more than 60 worldwide markets. Maxxium's portfolio includes some of
the most well-known premium brands: Sauza Tequila, ABSOLUT Vodka, Level Vodka,
Rémy Martin Fine Champagne Cognac, Cointreau liqueur, Canadian Club Whisky,
The Macallan and Highland Park Single Malt Scotch Whiskeys, Alberta Premium
Whisky, Bols Liqueurs, and various wines such as Clos du Bois, Cono Sur and
KWV. Maxxium's head office is in Amsterdam, The Netherlands. For more
information, visit

    About Beam Global Spirits & Wine
    Inspiring conversations around the world, Beam Global Spirits & Wine,
Inc., is building brands people want to talk about. Consumers from all corners
of the globe call for our brands, including Sauza(R) Tequila, Canadian Club(R)
Whisky, Jim Beam(R) Bourbon, Maker's Mark(R) Bourbon, Starbucks Liquors(TM)
and Clos du Bois(R) Wines. Beam Global Spirits & Wine is part of Fortune
Brands, Inc. (NYSE:  FO), a leading consumer brands company with annual sales
exceeding $8 billion. For more information on Beam Global Spirits & Wine, its
brands, and its commitment to social responsibility, please visit and

For further information:

For further information: and campaign images, or to set up an interview
with Beam Global's Dorene Wharton, please contact: Paul-Mark Rendon, LexPR
Canada, (416) 542-9140, ext. 3365,

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