Limited edition collectors' bottles highlight infamous history of Canadian Club in North America


    TORONTO, Oct. 29 /CNW/ - Canadian Club, the whisky brand enjoyed in over
150 countries around the world, has launched a tribute to how it all began,
with limited edition collectible bottles inspired by its provocative
connection to notorious events in history.
    Each of four 750 ml collectible "Generation" bottles tells a story from
the past that involves Canadian Club. The stories run the gamut from Canadian
Club's ties to Al Capone and the St. Valentine's Day Massacre, to how U.S.
legislation in the 1890s, designed to protect the American bourbon and whisky
industry, inadvertently backfired and actually made the Canadian Club brand
even more sought-after.
    "Canadian Club is such an amazing part of history," says Dan Tullio,
Director, Canadian Club Whisky, Beam Global Spirits & Wine Inc. "Its role
during the Prohibition era was filled with so many highlights. We almost feel
a sense of responsibility to share these stories because they are so

    Canadian Club Stories from a Bygone Era

    Stories captured on the "Generation" collectors' bottles include:

    -   During Prohibition in the U.S. (1920-1933), the federal government
        made it illegal to make, transport or sell alcohol. Oddly enough,
        consuming or possessing alcohol wasn't illegal. The loophole created
        an environment rife with bootleggers, secret codes and countless
        other "entrepreneurs," who stepped up to fill the market's demand.
        Legend has it, bottles of Canadian Club were inside cases stolen by
        Al Capone during an ambush in Chicago on February 14, 1929 - an event
        referred to today as the St. Valentine's Day Massacre.

    -   Canadian Club also became a favourite cargo item for legendary
        smugglers like Captain William S. McCoy, who earned a reputation for
        hauling only quality contraband, not the watered-down knock-offs
        commonly found during the era. His shipments of top-quality brands
        like Canadian Club became known as "The Real McCoy," a phrase still
        used today for authentic articles.

    -   To ensure as few shipments as possible were intercepted by the police
        during Prohibition, smugglers began communicating with telegrams
        written in secret code, spelling out key information like destination
        and contents. That way, even if shipments were stopped en route,
        authorities couldn't figure out where they were headed or even prove
        they were being transported.

    "It may be in a less dramatic way," says Tullio, "but we're still
delivering that same authentic Canadian Club today. Many of these historic
events and stories have been featured in movies, written about in books, or
have been showcased in museums. Now, Canadian Club is bringing to life its
connection to the past through new collectible bottles. Not only are they a
great conversation starter - they are also beautifully designed and make for a
great gift."
    The special edition "Generation" bottles will be available in liquor
stores until December, 2007, or while quantities last. To experience the
stories and more, visit the Canadian Club Brand Centre in Walkerville
(Windsor) Ontario, or visit

    About Canadian Club
    Canadian Club(R) has been one of the world's favourite Canadian whiskies
for 149 years, and is sold in over 150 countries - more than any other whisky.
Canadian Club is smooth, mixable and versatile, and a confident choice for any
mixed drink occasion. Canadian Club(R) offers a wide range of products to suit
your palate, from the original Canadian Club(R) Premium Whisky, Canadian Club
Reserve aged 10 years, and Canadian Club Classic aged 12 years.

    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: Canadian Club Whisky, Sauza Tequila,
ABSOLUT Vodka, Level Vodka, Rémy Martin Fine Champagne Cognac, Cointreau
liqueur, 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 Canadian Club(R) Whisky, Sauza(R)
Tequila, 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: images and recipes visit,
or please contact: Paul-Mark Rendon, LexPR Canada, (416) 542-9140, ext. 3365,
(416) 301-2391 (mobile),

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