The opportunity

Roughly 3.2 million Canadians ski, and skiers at private ski clubs present a unique opportunity to sample a high net worth audience that typically indexes favorably for spirits and wine, according to Vividata.

The challenge

The majority of Ontario’s ski hills are privately owned and building relationships with the gatekeepers at each private ski club and reaching the high value audiences within is easier said than done.

The solution

Thanks to efex’s strong relationships with some of Ontario’s top private ski clubs like Osler Bluffs, Georgian Peaks, Toronto Ski Club, and Alpine, we’ve been able to leverage a highly engaged audience and expose them to brands like Fireball, The Kraken, Boodles, and 1800.Typically, we conduct these tasting events around the club’s men’s and women’s days. However, because of our special relationships with these clubs, we can do more to utilize after ski events andother club activities for brand-building opportunities. Just by leveraging the men’s and women’s days, efex has been able to access more than 4,500 skiers across seven ski clubs. The opportunity for experiential marketing activations within ski clubs and at other sporting events is immense, and efex has a proven track record for executing these events successfully.

The majority on Ontario’s ski hills are private, and efex has conducted spirit tastings with them over the last several years for brands like Fireball, The Kraken, Boodles, and 1800.

Skiers and private ski clubs offer brands a unique opportunity to sample a high net worth audience. According to Vividata, skiers index highly for spirits in general, but especially several types of spirits and wine.

Leveraging the men’s and women’s days, efex has been able 4,500 skiers across seven ski clubs.We have the capability to sample beyond the men’s and women’s days and can activate other sports.