The iconic Canadian brand is revamping its
identity with a design that celebrates its illustrious heritage
while confidently leading the charge forward
TORONTO, Nov. 1, 2023
/CNW/ - Legendary Canadian whisky producer J.P. Wiser's is always
raising the bar. With a legacy spanning over 165 years, the iconic
brand has been a leader in the Canadian Whisky category since its
inception, thanks to its intricate distilling process, smooth
style, and unparalleled creations. And now, it's charging forward
with a transformation that celebrates its Canadian heritage, while
giving it a bold new look.
"At J.P. Wiser's, we take pride in our rich history which has
helped guide the brand's evolution and solidified its status as an
industry leader," says Caroline
Begley, Vice President of Marketing, Corby. "With this
design refresh, we've focused on shining a light on the heritage
J.P. Wiser's has established since 1857, all the while giving it a
modern and distinctive look. To do this, we took inspiration from
our founder, embodying J.P.Wiser's spirit of self-assurance,
boldness and authenticity."
The iconic whisky brand has partnered with international design
agency JDO to create a new and revitalized image, while retaining
the same perfectly-balanced flavour profiles whisky lovers have
come to know and appreciate. The brand refresh exudes simplicity
and confidence, with an updated logo that features modern
typography and a colour palette that pays homage to the brand's
industrial origins. This is coupled with two new brand symbols, a
big "W" that will be a common thread in the J.P. Wiser's family,
and an icon of a horse rearing over a barrel, a nod to the brand's
illustrious past and a tribute to the J.P. Wiser's quote: "Horses
Should Hurry But Whisky Must Take Its Time."
"With this modern refresh, J.P. Wiser's brand continues to reach
new heights," adds Begley. "We're looking forward to continuing our
journey on providing the most authentic whisky experience, one that
doesn't need you to impress anyone but yourself. So, sit back,
relax, and indulge in a classic. That's what we call wisely
done."
About J.P. Wiser's
Established in 1857, J.P. Wiser's Whisky is one
of Canada's oldest continuously produced Canadian whiskies. Hiram
Walker & Sons Limited currently produces it at its Windsor,
Ontario distillery.
About Corby Spirit and Wine
Corby Spirit and Wine Limited is a leading Canadian manufacturer,
marketer and distributor of spirits, wines and ready to drink
(RTD). Corby's portfolio of owned-brands includes some of the most
renowned brands in Canada,
including J.P. Wiser's®, Lot 40®, and Pike Creek® Canadian
whiskies, Lamb's® rum, Polar Ice® vodka, McGuinness® liqueurs,
Ungava® gin, Cabot Trail® liqueur, Chic Choc® Spiced rum, The
Foreign Affair® wines, and Ace Beverage Group's Cottage Springs®,
Cabana Coast®, Liberty Village®, and Good Vines®. Through its
affiliation with Pernod Ricard S.A., a global leader in the spirits
and wine industry, Corby also represents leading international
brands such as ABSOLUT® vodka, Chivas Regal®, The Glenlivet® and
Ballantine's® Scotch whiskies, Skrewball® whiskey, Jameson® Irish
whiskey, Código 1530® and Olmeca Altos® tequilas, Beefeater® gin,
Malibu® rum, Kahlúa® liqueur, Mumm® champagne; and Jacob's Creek®,
Wyndham Estate®, Stoneleigh®, Campo Viejo®, and Kenwood® wines.
Corby is a publicly traded company based in Toronto, Ontario, and listed on the Toronto
Stock Exchange under the trading symbols CSW.A and CSW.B. For
further information, please visit our website or follow
us on LinkedIn, Instagram, or Twitter.
SOURCE Corby Spirit and Wine Communications