CC Marks the Spot


WALKERVILLE, Ont. — We all know that aged single-malt scotch is a thing of beauty, prized for its delicate vanilla notes and concentrated sweetness, but what about 40-year-old Canadian whisky? Well, a few brave thrill seekers will soon find out.

In what could be one of the year’s more imaginative marketing campaigns, Canadian Club, one of Canada’s most recognized whisky brands is re-launching it’s 40-year-old international treasure hunt that motivated adventure-seekers from around the world to search for hidden Canadian Club Whisky cases in remote locales.

“At least two dozen cases of Canadian Club Whisky were hidden around the world as part of the brand’s hugely popular Hide-a-Case Adventure,” says Dorene Wharton, marketing director, Beam Global Canada Inc. “Not all of the cases have been found…and we’re thrilled to reactivate this exciting campaign by inviting those with a penchant for adventure to join the hunt for one of the undiscovered cases — and the chance to win $100,000.”

From 1967 through 1991, the Canadian Club Hide-a-Case adventure saw 25 cases of CC hidden in extraordinary locations across the globe, including Mt. Kilimanjaro in Tanzania; Angel Falls in Venezuela; the Swiss Alps; the reputed site of the lost Dutchman mine in Arizona; the Arctic Circle; California’s Death Valley; and even atop a skyscraper in Manhattan. To date, 16 of the hidden cases have been discovered — many of them found with the help of clues revealed in a series of Canadian Club print advertisements published in the ‘60s, ‘70s and ‘80s, making it one of the longest-running promotions in history.

For the revitalized edition, The Thirsty Traveler’s Kevin Brauch have been enlisted to lead eight Canadian and American participants to a secret location halfway around the world where they will hunt for one of the missing cases.

“The CC Hide-a-Case adventure grabbed international headlines and captured the imagination of people from around the world — all before the advent of the internet and reality style television,” says Brauch. “We expect the scope of the 2010 edition to generate plenty of buzz and participation…and even some friendly rivalry between Canadians and Americans.”

Adventurous types can register online at to vie for one of the spots on the expedition.


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