In the 1960s and 70s, guys drank Canadian Club. It was the number one whisky in America. But now Canadian Club and the whisky cocktail have vanished, as untrendy and unglamorous as a brand could be. Vodka has long since replaced whisky in our target consumers’ lives. When asked about Canadian Club, guys say scornfully, ‘That’s what my Dad drank.’ In a vodka world, we needed to make their fathers’ Canadian Club whisky popular again.
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