would have a better chance of selling more cases because now we have street cred.
Controversial route: Once we’ve got every store in Alberta reeking of our whisky and people raving about 4S, we can then use the sales data to show the provincial boards
Now, let’s say we have a whole single cask of our 4S smoky whisky to sell with approximately 250 bottles in total.
Scenario 1, start small! We start in Alberta since it has some of the best independent liquor stores in all of North America. Staff and owners would be absolutely giddy about an 8 year old stinky reeking peaty island single malt (if you know your whisky, you know this could be stupendously marvellous). We would need to sell around 41 cases amongst 21 stores in the province which is totally possible based on the current network of whisky geeks, errr I mean fans who purchase in Alberta. Scenario 2, national agency option. We could sell exclusively to the LCBO or SAQ for sure, but again we would be in the most competitive Canadian markets where brands usually invest most of their budget, and also to our detriment, maybe not everyone at the LCBO or SAQ purchasing offices or stores will be as excited that our 4S smells like burning fish, Play-Doh and a fell runner’s armpit. Just sayin…
that, yes, whisky aficionados love Simpson’s Stinky Scotch Surprise and albeit the small fish in the colourful aquarium, should be stocked and sold in their stores. The Canadian market is definitely an interesting one to say the least so I do hope that my example gave you perspective as to how some brands decide to do business here Sylvie.
For the rest of you lot – If you do have burning questions about whisky send them along to info@thewhiskyexplorer.ca and I will do my absolutely best, within reason of course, to answer them in my now famous column, Ask Bry…
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the whisky explorer magazine
WINTER 2024
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