CORBY LAUNCHES NEW FAMILY OF WHISKEY
By Adnews Staff
Montreal-based Corby Distilleries recently introduced a new family of whiskey to the Canadian market. The line is called Canadian Whisky Guild and features three products: Lot No. 40, Pike Creek and Gooderham & Worts. Lot 40 is derived from traditions set down over 10 generations ago which calls for distilling in a single old-fashioned copper pot-still and aging for up to 10 years in small, recharred oak barrels. The bottle has a neck tag stating: "Pure Canadian Whiskey in its Simplest Form" and features a sepia-toned label slashed across it on an angle, as if it was applied by hand. Pike Creek is aged in recharred wood port casks. The package design for this whiskey is a round bottle with an etched label and rough cord wrapped several times around the neck. Gooderham & Worts is hand-crafted in small batches. The packaging for the new products was created by Russell Inc. of Toronto. Corby plans to begin a cross-country road show to promote the new products beginning later this spring. After that, it will decide whether or not it will support the family with media advertising. Harrod & Mirlin/FCB handles advertising for Corby. PR is done by Murray Communications of Toronto.