Every shot in which the brand appears on the water-cooler AMC hit lends Canadian Club a bit of pop culture cachet, and it is now benefiting from its fifth season of exposure. Two of the most talked-about cable shows on the air — the other is HBO's Prohibition drama Boardwalk Empire — are set during the two high points of Canadian Club's popularity.
All of this free product placement has been an unexpected boon for Beam, which has responded by shifting its marketing strategy to connect the brand's past with its future. The distiller has declared that Canadian Club is a major priority product for , and has boosted its advertising budgets for the brand. Harcus said of the liquor's TV stardom, which has given an air of excitement to a segment of the liquor industry that hadn't had much lift in recent years.
Sales were largely flat across the board for a number of years. After years where few new versions of the bottles hit the shelves, Beam is launching a new brand of whisky directly tied to its Prohibition-era heritage. It is called Dock 57, a name taken from the shipping dock in Walkerville now part of Windsor where bootlegged bottles would leave for their trip to the U.
Beam Global's in-house designers spent a day and a half in the Canadian Club heritage centre in Windsor, and noticed an old wooden shipping crate stamped with the number That bit of s Canadian Club history gave the new whisky its name and its label, which is designed to look like the side of a wooden crate from the era. In the past year, Canadian Club has seen a boost in sales: its Classic brand is up nearly 8 per cent compared with last year; sales of its Reserve increased Beam does not attribute all the sales growth to the TV exposure, but the company believes it has reinvigorated popular perceptions of the product.
Hudson said. Two seasons ago, after Roger and Joan are held up at gunpoint, Joan is so upset that, naturally, Roger comforts her in his special way. Because we deserve it. Roger is a champion drinker, and his standard order is vodka on the rocks—Stoli, to be exact. Actively scan device characteristics for identification.
Use precise geolocation data. Select personalised content. Create a personalised content profile. Measure ad performance. Select basic ads. Create a personalised ads profile. Select personalised ads. Apply market research to generate audience insights. While the quantities of alcohol alone speak volumes—take your pick between three-martini lunches or three fingers of something brown—the choices say even more about a period in American history when the drinkscape uniquely reflected the cultural forces that created it.
Season 6 premieres on April 7 and is set in the late s, but the series begins in the s. In the popular imagination, it's often a bland decade: the men wore gray flannel suits and fedoras and the women looked like Donna Reed. After two decades of economic depression and war, Don Draper and the people around him seek normalcy and calm, and the drinks follow suit. The characters revel in America's postwar affluence and newfound international stature as Betty Draper offers easy drinking and imported Heineken at her around-the-world dinner party.
Draper, for his part, ignores the Netherlands and is often seen drinking a variation of the old-fashioned featuring a veritable fruit salad of cherries and citrus slices.
He also downs Canadian Club, a blended whisky containing nearly flavorless grain neutral spirits, giving it a lighter, less robust taste than the straight bourbons some viewers assume he's drinking. It pairs perfectly with the TV dinners advertising executives also helped launch into success during the s.
Draper's lighter whiskey also shows the power of advertising. Shortly after Prohibition, many Americans were skeptical of blends because of their association with bootlegged liquor. Distillers at the time had limited stocks of the good stuff, and needed to stretch it as far as possible, a trend that would continue through the lean war years.
Plus, market research showed that many people had acquired a greater taste for blended products during Prohibition, so that's what they promoted. By , Draper's blended whisky outsold heavier straight whiskies by a factor of eight. In , Business Week noted the prevalence of advertising promoting similar products that were "light," "mild," and perfectly in step with the flavor of the times.
Distilleries consolidated into behemoths that pushed national brands, and regional tastes faded as products powered by national ad campaigns catered to the widest audience possible. But the s were never really as dull as they seem on Nick at Nite.
Draper takes his excursions into the bohemia of Greenwich Village to visit the social, sexual, and cultural undercurrents that bubbled into the s and the series' later seasons. Draper's secretary, Peggy Olson, begins breaking into the old boys' club by drinking whiskey alongside her colleagues.
Betty Draper, on the other hand, stays chained to outdated social norms and drowns her pain with "acceptable" drinks like Tom Collinses and vodka gimlets, where the sting of the alcohol is hidden by sugar or fruit juice.
Of course, there's nothing wrong with sugar or fruit juice, and as Megan, the new Mrs. Draper, settles into her relationship with Don, she's rumored to enjoy tropical drinks such as mai tais and zombies when the upcoming season kicks off in Hawaii.
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