After 17 consecutive years of declining sales, Canadian Club has obtained 4.3% annual sales growth since the debut on Mad Men. While Beam does not attribute all the sales growth to the TV exposure, the company believes it has reinvigorated popular perceptions of the product. The AMC hit lends Canadian Club a bit of pop culture cachet. The exposure has been crucial for new demographics Canadian Club is trying to reach: younger drinkers, and women. For years, whisky was seen as a tired product more suited to older men, but the popularity of the TV show means the very age of the drink is what makes it hip.
During Season Four alone, Canadian Club appeared on screen over a dozen times with ad exec Don Draper (Jon Hamm) and became a core element to Draper’s character. The brand became part of the storyline and appears through the final season of the series. The partnership was such a success for the client that they chose to then raise the bar, and create a national advertising campaign co-promoting the television series through co-branded digital media efforts and drink pouring at Mad Men events.