George VI, and Elizabeth II. Hiram Walker & Sons is the only North American distiller to have been granted a royal warrant. The Walker distillery remains in production in Windsor. Canadian Club is now part of the Jim Beam portfolio. It is its number four–selling alcoholic product, behind Jim Beam bourbon whiskey, Sauza Tequila, and DeKuyper cordials. During the Whisky War between Canada and Denmark, Canadian Club was the usual bottle left by the Canadians. Advertising In 1967, Hiram Walker & Sons launched their "Hide A Case" advertising campaign that enticed drinkers to seek out cases of Canadian Club hidden at exotic locations throughout the world, including Mount Kilimanjaro, Angel Falls, Mount St. Helens and the Swiss Alps. The Mount Kilimanjaro case was not discovered until a Dutch journalist happened upon it in the mid-1970s. A small number of cases, such as one hidden above the Arctic Circle, were never found. The first "Hide A Case" campaign officially ended in 1971. A second was started in 1975, where cases were hidden in places intended to be easier to access, such as in Death Valley and on top of a skyscraper in New York City. This second campaign ended in 1981; between it and the first, 22 cases were hidden and at least 16 recovered. A print ad for the drink would serve as inspiration for the pre-title sequence of the 1977 Bond movie, The Spy Who Loved Me. In the 2007 IndyCar Series season, they were main the sponsor for Andretti Green Racing #27 driver, Dario Franchitti during their championship winning season, which also included winning the 2007 Indianapolis 500. The "Hide A Case" campaign was revived in 2010. According to the contest website, there is a $100,000 grand prize, among other prizes, for the contest's latest incarnation. Canadian Club was a frequent product placement in the AMC show Mad Men, often being the drink of choice for the main character Don Draper. Types Current Lineup Canadian Club whisky comes in seven versions, and as a straight rye. All are 80 proof (40% alcohol by volume) except where noted otherwise. Canadian Club 1858 The base version, does not carry an age statement. Sold in more than 150 countries, it is most popular line of Canadian Club and is often used as a mixer. In Australia and New Zealand it is 74 proof (37% abv). Canadian Club Reserve Aged 9 years.