Canadian Club whiskey has announced its exclusive liquor sponsorship of the Australian premiere of film Brüno: Delicious Journeys Through America for the Purpose of Making Heterosexual Males Visibly Uncomfortable in the Presence of a Gay Foreigner in a Mesh T-Shirt.

“The worldwide buzz surrounding Sacha Baron Cohen and Brüno has been incredible and we’re very excited to be supporting the Australian premiere. We are actively building the profile of Canadian Club in Australia through a number of different sponsorship opportunities that leverage the unconventional cleverness of the brand,” said Ray Noble, brand director.

The deal included branding and product sampling at both the premiere and after party. Noble explained why experiential is core to their marketing strategy:

“We know once people taste it, they love it. Therefore, a vital part of all sponsorships is ensuring we trial Canadian Club with the right crowd. Brüno is the perfect platform for us to sample the brand in the correct environment and we are confident that once word gets out on how good Canadian Club tastes the brand will accelerate as the next big thing,” adds Noble.

The move follows Canadian Club’s sponsorship of the Sydney Film Festival and the launch of its ‘Refresh Your Drink’ campaign.