Canadian Club (CC) says the release of its new SKU, Lemon Crush, builds on the success of the brand in the dark ready-to-drink (RTD) category and blurs the lines between light and dark RTDs.
The decision to expand into the citrus segment reflects key market trends, with citrus now the fastest-growing flavour in the light RTD category. According to Circana Market Moves, its ranging is up more than 54 per cent.
CC said, “Lemon Crush delivers a zesty twist that is crisp, refreshing and effortlessly easy to drink, perfectly capturing the flavour Australians are craving.
“The bold lemon flavour adds refreshing lightness, while the smooth whisky base provides depth, making it suitable for any season or occasion.”
By expanding its portfolio with Lemon Crush, Canadian Club is broadening its appeal to a younger audience and unlocking new drinking occasions, offering consumers more ways to enjoy great taste all year round.
Suntory Global Spirits Canadian Club & Premium US Whisky marketing manager, Kristy Rathborne, said lemon was “having a moment”.
“Lemon Crush is our way making our mark in the citrus space in true CC style. It’s ultra-refreshing, it’s sessionable and it delivers on the flavour Aussies are thirsting for, while still showcasing the smooth taste of Canadian Club,” Rathborne said.
With 4.8% ABV, Lemon Crush is an alternative to beer or seltzer. It is available in 6- and 10-pack formats with an RRP of $36 and $49 respectively.
