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CC Mixed & Ready celebrates RTD Canadian whisky beverages release

DBR Staff Writer Published 02 July 2012

Canadian Club has launched the national CC Mixed & Ready Cover Challenge on 28 June 2012 to celebrate the release of the ready-to-drink Canadian whisky beverages.

The brand is inviting undiscovered Canadian bands to submit own versions of five popular Canadian songs, for a prize. The winner will be announced on 15 September 2012.

Canadian Club brand manager Cheryl Hudson said that as an iconic Canadian brand, Canadian Club really relates to the notion of reinvention and refreshment.

"We believe that music is a perfect metaphor for C.C. Mixed & Ready, a product that refreshes the Canadian whisky experience and broadens the category to a new audience," she added.

"Ready-to-drink beverages like CC Mixed & Ready address both the growth of cocktail culture and popularity of take-home consumption.

"They are easy to serve and help broaden the category to more occasions, ones that were typically dominated by beer."

Additionally, CC Mixed & Ready street teams will be sampling at major music festivals and concerts in Ontario and Alberta during June-September 2012.

Canadian Club's new CC Mixed & Ready is designed to expand Canadian whisky into the ready-to-drink market and capture interest from consumers who are new to the world of whisky.

The brand focuses on the Ginger Ale and Cola mixes to create a convenient ready-to-drink option that also offers an alternative to beer.