Canadian Club Whisky: 40 year old contest moves online


The 40-year-old international treasure hunt that motivated adventure-seekers from around the world to search for hidden Canadian Club Whisky cases in remote locales – from the North Pole to Mt. Kilimanjaro to the Great Barrier Reef – is back on, with a big new twist.

It’s going online and taking advantage of the popularity of viral videos and social media.

Dorene Wharton is Marketing Director, Beam Global Canada Inc.  whiskey

At least two dozen cases of Canadian Club Whisky were hidden around the world as part of the brand’s hugely popular Hide A Case Adventure, starting in 1967.  Not all of the cases have been found…and we’re thrilled to reactivate this exciting campaign by inviting those with a penchant for adventure to join the hunt for one of the undiscovered cases – and the chance to win $100,000.

Well-known Canadian and international adventurer Kevin Brauch has been chosen as lead adventurer for the new program. In April 2011, he will lead eight lucky Canadian and American participants to a secret, exotic location where they will hunt for one of the missing cases.

The CC Hide A Case Adventure grabbed international headlines and captured the imagination of people from around the world – all before the advent of the internet and reality style television.  We expect the scope of the 2010 edition to generate plenty of buzz and participation…and even some friendly rivalry between Canadians and Americans.

Here’s how you can join in the fun: 

Register online at for your chance to win one of the coveted eight spots on the expedition. The web site will feature weekly challenges in which participants will use their creativity, brain power and speed to win points and discern clues as they try to advance through Round One.

In Round Two they will be asked to post an online video to illustrate why they should get a chance to join the CC Hide A Case expedition. In July, the top 30 videos will be put before a panel of judges and an online vote to help narrow the playing field down to four Canadians and four Americans.

In April 2011, these eight participants will join Brauch and head off to parts unknown where they will compete against each other in a series of Amazing Race-style challenges designed to uncover the hidden location of the of Canadian Club Whisky.