Executive Summary
Many international companies own Canadian whisky brands, but it is a volatile and polarising marketplace. The established category is regarded as tired and dusty, but this is set against a newly booming and emerging super-premium sector.
Canadian whisky - not bound by the same stringent distillation and production regulations as Irish or Scotch whisky - provides an ideal platform for this category to lead whisky innovation globally and Mark Anthony Brands seized the opportunity to create a brand to be proud of, claiming Canadian whisky back by challenging the norm and reinventing it for a more discerning and...