African Elephants are integral to our Amarula Cream Liqueur from South Africa. We wanted to share that with Canadians but also raise awareness of how our beloved elephants are threatened by poaching for the Ivory Trade… To achieve this, we created an integrated, emotionally dynamic experience to tell the Tale of the Disappearing Elephant. A life-size African elephant ice sculpture was created and placed in the Distillery District, a high-traffic retail and restaurant area in the heart of Toronto. The melting sculpture symbolized the idea that every 15-minutes an elephant is poached for its ivory. Accompanying the sculpture was a large, engaging video wall detailing the plight of elephants. This experiential component was integrated with a 15-second TV campaign, national …

On August 25 & 26th, unforgettable taste met unregrettable tattoos at the Innk & Gunn Tattoo Shop in Toronto. Part of a partnership between Scottish craft brewer Innis & Gunn and Toronto-based semi-permanent tattoo brand inkbox, the Innk & Gunn Tattoo Shop at 146 Ossington Avenue offered delicious beers and regret-free tattoos – all at no cost to curious Torontonians. At the event, guests were able to sample flights of Innis & Gunn’s most popular beers and get the chance to get (semi-permanently) inked by an inkbox tattoo artist. An Innk & Gunn branded food truck also served delicious charcoal chicken burgers and charcoal popcorn, available at no charge to consumers. “inkbox and Innis & Gunn share a passion for …

Photo Credit: Rick O’Brien Hendrick’s Gin is set to Break Global Records with their Simultaneous Spectacle in the Sky and Street at the 2018 Festival international de Jazz de Montréal. Fusing the soaring heights of the E.L.E.V.A.T.U.M with the musical score of the C.O.R.G.A.N, Hendrick’s Gin sets a perfectly peculiar spectacle in Montreal Never one for the usual, it comes as no surprise that Hendrick’s Gin has pushed the boundaries of peculiarity, fusing music with spectacle, jazz with gin and score with soar. For the first time in Festival International De Jazz De Montreal history, Hendrick’s Gin has taken to the skies with the E.L.E.V.A.T.U.M. and to the streets with our one-of-a-kind, cucumber keyed C.O.R.G.A.N providing the soundtrack to this …

In conjunction with Nuit Blanche Toronto, for the first time ever, the Hendrick’s L.E.V.I.T.A.T.R.E hot air balloon will be tethered at Nathan’s Phillips Square and people can enter for a chance to win a coveted pair of GOLDEN TICKETS. The lucky winners will fly with us at Hendrick’s Gin in the first-ever hot air balloon to touch down at CITY HALL in Toronto. The rules are simple: you must submit your entry before September 28th, midnight EST. The official draw will take place on Friday September 29th at 10am EST. All wondrous hot air balloon rides will be scheduled upon your availability on Saturday September 30th, from 7pm-7am at the Nuit Blanche festival in Nathan’s Phillips Square in downtown Toronto. …

Last Tuesday, September 12th PMA hosted a Vintages event in Thunder Bay. The event was a rare scotch tasting of eight whiskies from the Distell Spirits Scotland portfolio. With 120 guests attending, we were complete sold out for the event held at the Whitewater Golf Club. Guests enjoyed a guided tasting of eight premium whiskies from three unique distilleries. Of the whiskies featured, two included expressions 40 years or older. Upon arrival each of the guests were treated to our whisky cocktail called Penicillin. This slightly sour and smoky combination matched really well with all the BBQ meats and smoked cheeses and haggis being served. Penicillin 1 oz. Bunnahabhain Ceobanach ¾ oz. Lemon Juice ¾ oz. Honey-ginger syrup Brand Ambassador, Mike Brisebois, …

February 2017, we kicked off the Crystal Head Aurora launch party at Rosewood Hotel Georgia in Vancouver, British Columbia. Crystal Head Aurora has won a Gold Medal at the San Francisco World Spirits Competition in 2016. With a drier, spicier flavour and unique bottle design, Crystal Head Aurora provides a luxurious experience to every customer. Almost 160 guests attended and enjoyed dancing, culinary treats, and refreshing Crystal Head Aurora cocktails well into the night. The launch party featured a number of local renowned artists, who morphed our bottles into pieces of art. These beautiful creations were auctioned off and the funds will be donated to the Room to Read program. Thank you all the artists, who participated: Jeremy Henrickson, Jeff …

This winter in Montreal, Quebec, Jägermeister activated its Igloofest sponsorship once again and made a big impact on site with consumer engagement teams, ice sculptures & sampling. The activation included an interactive Hi-Striker game often featured at carnivals where consumers use a large hammer to strike a surface to launch a weight that rings a bell at the top of a tower (if hit hard enough). The height measurements were in degrees with -18° Celsius at the top, the perfect serving temperature for an Ice cold shot of Jägermeister. Those who gave it their “best shot” were awarded prizes and everyone learned about serving Jägermeister to Ice Cold perfection!   Our activation included sponsorship of the artists’ VIP lounge which …

On November 30th, in Toronto, Canada, The Hendrick’s® Gin revealed a whimsical and unusual spectacle unlike anything the world has ever seen before: The Hendrick’s® CORGAN, or rather, the “Cucumber Organ of Remarkably Glorious Auditory Nirvana”. The Hendrick’s® CORGAN is the first of its kind, built completely from scratch using technology created specifically for this occasion. Hendrick’s uses two very different types of stills in the production of their small-batch gin – an antique Bennett from 1860 and a rare Carter-Head still. Both hail from the opulent Victorian era, which is where they drew their inspiration for the design of this extraordinary apparatus. The actual organ keys are made of real, whole cucumbers – 49 to be exact – which …

This past Spring, the PMA Canada wines team partnered with The Chef Cartel to be their official wine sponsor for Season 1 of their Chef Battle Competition. The Chef Cartel is a coalition of like-minded individuals whose primary purpose is to showcase and promote chefs across the world. Here’s a quick breakdown of how each event took place. The first 4 battles and the semi-finals took place at the Luxe Appliance Studio in Toronto, with the final battle taking place at The Food Dudes production kitchen. During each battle, two local Toronto chefs waged war against one another to create both one produce dish and one protein dish within the constraints of a one hour time limit. The twist? The …