BEVERAGE ALCOHOL:
GOVERNMENT ACCREDITED, BRAND REPRESENTATION
Across Canada, the beverage alcohol market is managed and controlled by provincial government liquor boards. Product selection, order cadence, even shipping and retailing all fall within this remit.
Our role as a government licensed agent is to manage and mediate the relationship between producers and the liquor boards. From pricing analysis to packaging compliance and from retail listings to on-trade representation, our role is to respond to government tenders with high potential brands from across the globe.
We exist to demystify and simplify the process of unlocking retail distribution. After products are approved, we then transition to volume and equity growth tactics. Strategic planning and flawless execution are vital to elevate awareness, increase volume and grow market share.
WHAT WE DO
PRICING ANALYSIS
Full commercial modeling
LISTING APPLICATIONS
Liquor board submissions
PACKAGING DEVELOPMENT
Market relevant legal compliance
MARKET INSIGHTS
Share and unpack consumer trends
COMPETITOR ANALYSIS
Volume & distribution data
STRATEGIC PLANNING
Brand planning & execution
BRAND MANAGEMENT
Elevating equity and value perceptions
ON-TRADE SALES
Tastemaker lighthouse distribution
RETAIL PROGRAMMING
Established strategies for growth
UNLOCKING LISTING APPROVALS
New brands are introduced to the retail network by individual liquor boards via established tender windows and application processes. Phase 1 is developing a detailed, relevant and compelling sales and marketing plan that demonstrates commitment to building distribution, awareness and advocacy.
After a new listing is unlocked we guide our suppliers through each step of the onboarding process including the development of fully legally compliant packaging. When product arrives in market, initial stock and store allocation is set by the liquor board. Our team are then permitted to expand the initial store footprint increasing not only points of distribution but also the velocity of sales at existing stores .
DISTRIBUTION PARTNERS
SECURING LIGHTHOUSE DISTRIBUTION
Establishing the right distribution infrastructure for your business can be a daunting task, especially in a new export market. We unlock access to influential lighthouse on-trade accounts that are then leveraged to increase awareness and distribution.
From globally recognized icons like the CN tower to the prestigious Fairmont hotel group and even the historic Hudson's Bay Company, through to 'in the know' tastemaker bars, restaurants and private members clubs. We've got all the angles covered.
ELEVATING AWARENESS & ADVOCACY
Driving awareness via PR and broadcast media partners allows us to reach a nationwide audience. We work with a network of traditional and new media providers nurturing relationships to maximize communication opportunities.
From implementing a 'people as media' approach, partnering with influential bartenders and mixologists, we develop authentic and grassroots programs, through to full traditional ATL broadcast campaigns. We do it all in house to minimize friction and maximize reach and impact.
WHAT OUR CLIENTS SAY
“Put simply, The UNKNOWN Agency seamlessly get the job done. From day one it was like having our own satellite office in Canada”
Paul Bradford, UK
International Sales Director
Franklin & Sons
“We knew quickly that we had the right partner. The UNKNOWN know the market and in a nutshell they know what it takes to succeed”
Rupert Holloway, UK
Founder & CEO
Conker Spirits
“The UNKNOWN made the process of breaking into a new export market as painless as possible at every step along the way"
Aidan Mehigan, Ireland
Founder & CEO
Natterjack Irish Whiskey
“Canada is an important export market for us. The UNKNOWN came highly recommended by our consulate, and we couldn't be happier”
Rubina Tyler-Street, UK
Co-founder & CEO
Curio Spirits
OTHER PROJECTS
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