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The Scotch cream liqueur that’s a Canadian hit

Scotland’s leading Scotch malt whisky cream liqueur, Magnum, has now become a top brand name in Ontario, Canada – one of the world’s largest liquor markets.

Magnum, which is crafted and bottled in Edinburgh, has quickly established itself as the tipple of choice in Ontario since it launched in Canada in late 2018. The premium brand is now available in over 350 outlets across the Canadian province, including Toronto, Ottawa and Mississauga.

Ontario has a significant Scots influence, with 21 per cent of Ontarians claiming Scots heritage. Magnum’s provenance and credentials have allowed the brand to gain market momentum and secure its position as the only scotch malt whisky cream liqueur available in the province in under a year.

Magnum is a fusion of single malt Scotch whisky and cream. Its superior ingredients and contemporary design set it apart from traditional liqueurs. It is contained in a unique, stainless steel flask, which is designed to be reusable and recyclable. It also keeps the liqueur chilled at the optimum temperature, without the need for ice.

Edinburgh-based Hemisphere Brands is the global brand agent for Magnum and manage the brand from production planning through to the strategy for market entry, as well as executing the sales, marketing and distribution plan. The company is currently focusing on three of the world’s largest cream liqueur markets – UK, Canada and South Africa.

Magnum director, Lee Schofield, said: ‘We’re extremely proud that Magnum has established itself so quickly in Ontario. To reach this significant milestone for the brand, we needed to explore and secure sales opportunities with the Liquor Control Board of Ontario, which is a government entity and one of the largest alcohol buyers and retailers in the world.

‘We secured the deal by being able to present Magnum’s unique features to a very discerning trade and consumer audience.

Gavin Hastings with Scotch cream liqueur Magnum (Photo: Chris Watt)

‘At Magnum our vision is uncompromising and our ambition is straightforward – to craft a radical, premium cream liqueur, one that contains the finest single malt Scotch whisky and only single malt. This vision has clearly struck a chord with the people of Ontario who have taken Magnum to their hearts and allowed us to engage with one of the world’s largest and fastest growing cream liqueur markets.

‘We’re now setting our sights on growing distribution and volume in Ontario and plan to launch Magnum in the Canadian provinces of British Columbia, Alberta and Quebec within the year.’

In 2018, Magnum teamed up with Scottish rugby union legend, Gavin Hastings OBE, as part of the brand’s global marketing campaign. The famous full back provided the voiceover for its first major TV advertisement, Where Two Forces Meet, which has been broadcast in Canada and Scotland. The ad showcases Magnum’s dynamic fusion of single malt Scotch whisky and cream, as well as its distinctive sleek packaging. The TV campaign will continue throughout 2019.

Lee continued: ‘Gavin’s personality and sporting status resonates across each of Magnum’s major markets, including the UK, South Africa and Canada. Having only recently launched in Ontario, our TV ad has got us off to a flying start.’

Magnum is now available to purchase online for only £20/70cl per bottle (ABV 17%) www.magnumcreamliqueur.co.uk, with free delivery anywhere in the UK. A range of 5cl miniatures, 50cl, 1 litre and 1.75 litre bottles are also on offer.

Magnum can also be purchased directly from specialists and independents throughout the UK as well as iconic outlets, including Harvey Nichols (UK-wide), Selfridges, Fenwicks (Newcastle), The Scotch Whisky Experience, Royal Mile Whiskies/Drinkmonger, Edinburgh Castle and The Balmoral Hotel.