Beam Global Spirits & Wine is to support Canadian Club with a double-digit increase in its advertising and promotion spend, the company said.

"Beam Global is committed to Canadian Club and believes the brand has a great deal of un-tapped potential," said Rory Finlay, senior vice president and chief marketing officer, Beam Global Spirits & Wine. "It's a superb quality brand with a great deal of latent equity; it has strong distribution, a rich history and heritage, and high awareness among consumers and trade. As far as we can see, it has been a bit over-looked in the past. We're about to change that and give Canadian Club the attention and support it deserves.

The US-based wine and spirts group also announced that it has selected Energy BBDO as its global agency of record for Canadian Club, the world's second largest Canadian whisky.

Energy BBDO's scope of responsibility includes brand strategy, brand positioning and execution of an integrated marketing programme across all aspects of the communications mix.

"A handful of agencies were invited by Beam Global to pitch the Canadian Club business. "Energy BBDO delivered the big idea. They wowed us," said. Finlay. "The decision to go with them was unanimous."

Energy BBDO already handles Jim Beam, Starbucks Coffee Liqueurs, Knob Creek Bourbon and The Small Batch Bourbon Collection, amongst others from the Beam portfolio.

"Winning additional business from an existing client is the highest compliment an agency can receive," said Tonise Paul, CEO, Energy BBDO. "We're thrilled to be the agency partner for Canadian Club. It's one of those truly iconic global brands. We look forward to working with Beam Global and applying our brand energy proposition to help Canadian Club do some surprising things in the next six to nine months."