J.P. Wiser’s named official whisky of the National Hockey League
J.P. Wiser’s, Canada’s leading whisky brand, has announced an exciting multiyear partnership with the National Hockey League (NHL®), establishing J.P. Wiser’s as the ‘Official Whisky of the NHL in Canada’.
As one of Canada’s oldest and most iconic whisky brands, J.P. Wiser’s is known for its 165-year legacy of quality and tradition. Now, this heritage will blend with another beloved Canadian institution—hockey.
“Hockey isn’t just a game in Canada; it’s part of our cultural fabric, creating traditions that last a lifetime. At J.P. Wiser’s, we understand the importance of maintaining such legacies,” said George Skarpathiotakis, Senior Brand Director of J.P. Wiser’s. “This partnership allows us to unite two iconic brands, bringing friends and fans together to celebrate Canada’s game with a Canadian whisky.”
J.P. Wiser’s will debut a new NHL-focused marketing campaign for the 2024-25 season, featuring NHL alumni Ryan Smyth and Doug Gilmour.
Chris Falkiner, NHL Vice President of Business Development Solutions, expressed excitement about the collaboration, saying, “We are thrilled to welcome J.P. Wiser’s to the NHL family. Together, we will enhance game-night rituals for hockey fans across Canada, delivering impactful campaigns and major brand visibility.”
Already a recognized name in the hockey world through partnerships with teams like the Montreal Canadiens, Detroit Red Wings, and Pittsburgh Penguins, J.P. Wiser’s now strengthens its role as a go-to whisky for hockey celebrations.
As part of the partnership, NHL fans can anticipate exciting promotions, including limited-edition whiskies, co-branded merchandise, in-store appearances, and social media contests. J.P. Wiser’s will also feature prominently during NHL games in Canada, with branding visible on TV through Rogers Sportsnet and Prime Monday Night Hockey, as well as on Digitally Enhanced Dasherboards.
J.P. Wiser’s will also debut a new NHL-focused marketing campaign for the 2024-25 season, launching on November 4th. The campaign, under the “Wisely Done” banner, will star NHL alumni Ryan Smyth and Doug Gilmour, capturing the spirit of Canada’s hockey heritage.
“Shooting this ad felt true to Canadian hockey roots, and Ryan and I had a great time, even sneaking in some friendly chirps between takes,” said Doug Gilmour, Stanley Cup® Champion and two-time NHL® All-Star. “And, of course, J.P. Wiser’s whisky has always been a favourite of mine.”
This partnership marks the beginning of a new chapter for J.P. Wiser’s, blending Canadian whisky tradition with the passion of NHL hockey for fans across the country.
– SOURCE Corby Spirit and Wine Communications
