Canadian Club Questions Beers Supremacy as the Outdoor Drink

“Why do we only drink beer when we are fishing?”


Beam Suntory


The Monkeys


In its latest campaign via The Monkeys, Canadian Club tackles the question of what made beer the drink of the outdoors as it looks to subvert the beverage’s association with it.

“Getting back to nature is part of our cultural psyche – it’s the place we reconnect, the ultimate leveler,” said Trent Chapman, chief marketing officer Oceania, Beam Suntory.

“So it’s time we busted Big Beer’s monopoly on the outdoors, inspiring every Aussie to feel at one with themselves, their mates and our great outdoors – beer or no beer.”


The series of ads tackle serious questions such as “Why do we only drink beer when we are fishing?” or “Why do we only drink beer at waterfalls?”

“Few marketers are as ruthlessly consistent in their approach to brand building and effectiveness as CMO Trent Chapman and the team at Beam Suntory, which we saw in our recent work on Suntory’s -196,” said Fabio Buresti, chief strategy officer, The Monkeys. “The next chapter for Canadian Club will show Aussies that even out in the great outdoors, it’s okay to be ‘Over Beer?’.”



Scott Dettrick, creative director, The Monkeys added: “Exploring beer’s dominance of the great outdoors unveiled a wealth of truths around automated beer behaviour that none of us seem to question.”


Client: Beam Suntory
Chief Marketing Officer: Trent Chapman
Group Marketing Manager: Kristy Rathborne

Agency: The Monkeys, part of Accenture Song
Co-Founder & Group CCO: Scott Nowell
Managing Director: Matt Michael
Chief Creative Officer: Tara Ford
Creative Director: Scott Dettrick
Senior Copywriter: Jake Ausburn
Senior Art Director: Alex Polgase
Chief Strategy Officer: Fabio Buresti
Business Strategy Director: Ben de Castella
Head of Business Management: Topher Jones
Business Director: Lisa Zimpel
Senior Business Manager: Roshani Mehta
Head of Production: Penny Brown
Producer: Elliot Liebermann
Integrated Production Lead: Sarah Miller

Production Company: MOFA
Director: Nick Kelly
Executive Producer: Llew Griffiths
Producer: Allison Lockwood
DOP: James L Brown ACS
Casting: Ben Parkinson

Photographer: Stuart Miller

Post Production:
Edit House: ARC EDIT

Music & Sound: MassiveMusic

Media: PHD

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