- Design
- Production
- Strategy
- Packaging
A bootlegger's bounty forty-four years in the barrel.
A die-cast Roadster. A 44-year-old whisky. One limited-edition set worthy of both.
In the 1920s, bootleggers ran whiskey across the frozen Detroit River in small six-cylinder roadsters, outrunning authority on ice to deliver contraband to a thirsty America. Canadian Club was, by then, the unofficial whisky of Prohibition. The cars were its accomplices.
In 1977, someone at Canadian Club set aside a barrel, unsure of its future. Forty-four years later, they opened it to find the industry’s oldest age-stated Canadian whisky, rich with vanilla, burnt sugar, and dried plum. Deep with time.
They called it Issue No. 4 of the CC Chronicles, 'The Whisky Sixes' - a name borrowed from prohibition legend.
A bottle this old belongs on display. A story this good needs more than a label. The challenge: find its match.
This wasn’t a $30 holiday spirit. It was a $400 limited-edition bottle sold only at select LCBOs across Canada. This is the type of purchase made for its rarity and prestige. Something bought once, kept forever, and proudly displayed. Its exclusivity raises the standard for everything around it.
A premium gift set lives or dies by the second object. If the companion item doesn't enhance the bottle, it lessens the overall value. But when it complements perfectly, the set becomes a display-worthy, conversation-starting, highly desirable product.
BB's answer was a die-cast Studebaker roadster: meticulously crafted, packaged as if pulled from an archive, made to look like it had lived beside that barrel since 1977.
The car wasn’t just decorative. It was documentary. It grew from the bootleggers’ cars, the Whisky Sixes that made Canadian Club the smuggler’s spirit. Brand Blvd gave the story a body, turning Canadian Club’s legacy into something ownable on a liquor store shelf in 2021.
From concept to collector's piece, we led the creative, drove the strategy, designed the product and packaging, and sourced and produced the die-cast car. Every element was considered. Nothing left to chance.
A collector's piece as coveted as the whisky. At the LCBO display, talk began with the car and ended with a purchase. People snapped photos before unboxing the gift set. Some still won't put it away.
The bottle honored 44 years. The car honored 100.
This is more than merchandise. It's a moment. And moments done right become memories.
Engineered for emotion.
Designed for desire.