Trusted by Canadian wineries, breweries, distilleries, importers, and hospitality brands
Where Canadian Alcohol Brand Teams Get Stuck
Three problems show up in almost every program brief from a Canadian winery, brewery, distillery, or importer.
Provincial compliance and timing windows kill programs
LCBO, SAQ, BCLDB, AGLC, and provincial advertising standards each have different rules on what items qualify as on-pack, what value caps apply to GWP, and which planogram windows accept new programs. Miss a window and you wait six months.
Most distributors do not know these rules. We design around them from conversation one.
One brand, ten vendors equals brand chaos
Glassware vendor, apparel vendor, packaging vendor, signage vendor, festival vendor. Five invoices, five timelines, five quality bars, five Pantone interpretations. The brand shows up inconsistent at the moments that matter most.
One partner across every touchpoint solves this.
The wrong items at the wrong moment lose accounts
Catalog drops to bartenders are not activation. Generic festival swag is not brand-building. Premium spirits in a cheap gift box undermines the liquid.
Brand-first product selection at every touchpoint, matched to the moment, is the difference between spend and ROI.
Trade activation kits
Sales reps don't need a catalog. They need the right kit packed and ready when they walk into a bar, restaurant, or retailer. We build standing trade kits matched to the account profile and replenish on cadence.
- Branded glassware sourced and decorated to your specs
- Openers, coasters, tap handles, T-shirts, hats, lookbooks, takeaways
- Per-rep, per-region, or per-account variants
- Standing inventory at our North York facility, replenished automatically
On-pack, in-pack, and limited-edition packaging
Win the planogram window. The T-shirt in the 24-pack, the rocks glass on the whisky bottle, the custom holiday gift box for the premium SKU. We source, decorate, register where required, and assemble through our co-packers.
- On-pack carriers and neckers for LCBO/SAQ/BCLDB/AGLC programs
- In-pack inserts (T-shirts in 24-packs, recipe cards, sticker drops)
- Custom case wraps and holiday gift boxes
- Wood-burned, laser-etched, full-wrap decoration capability
- Provincial registration timing built into the project plan
Festival, taproom & on-premise programs
Toronto Festival of Beer, Mondial de la Bière, Niagara Icewine, Spirit of Toronto. Hundreds of festivals across Canada and thousands of on-premise accounts that decide whether your brand wins the next conversation. We build the activation end-to-end.
- Festival booths, sampling cups, ambassador kits, photo activations
- Taproom retail merchandise (apparel, glassware, accessories)
- On-premise per-account programs (glassware, coasters, bar mats, towels, openers)
- Patio umbrellas, A-frames, ice buckets, branded coolers
- Staff apparel for partner venues (servers, bartenders, ambassadors)
How It Works
From first call to ongoing fulfilment in three stages.
Discovery call
30 minutes. We learn your provincial footprint, account list, event calendar, planogram windows, and program goals. No catalog drop.
Program design
We build trade kits, on-pack programs, festival activations, and on-premise lineups around your guardrails. You approve before anything ships.
Run & replenish
Willwerth Promotions handles sourcing, decoration, fulfilment, and inventory replenishment. Your team stays strategic. Daily execution runs on autopilot with consistent quality.
Willwerth Promotions vs a typical promotional products distributor
Where the difference shows up on alcohol brand programs specifically.
What you get from a 30-minute call with Willwerth Promotions
- A focused walkthrough of your provincial compliance footprint and program scope
- A drafted trade activation kit structure tailored to your account list
- An on-pack / in-pack opportunity map matched to your LCBO and SAQ planogram windows
- An event and on-premise calendar mapped to your release cadence
- No catalog drop. No quote chase. No generic pitch.
Branded drinkware and cooler programs for beverage brands.
Talk to us about your alcohol brand merchandise, on-pack, festival, and on-premise needs.
The first conversation is 30 minutes and covers your provincial footprint, account list, planogram windows, and program goals.
Book a 30-minute discovery callPrefer email? Reach us at christopher@willwerthpromo.com
If the first call does not deliver something useful for your program, you owe nothing and we do not follow up.
The full branded range: cap, tote, tumbler, hoodie, notebook, socks.
Frequently Asked Questions
Not seeing your situation? Tell us how yours runs today and we will answer against it.
Won't this cost more than my current vendor?
Per-unit pricing is competitive. Total cost of ownership is lower because trade kits actually land at the right account, items get used, your reps stop spending hours on logistics, and one partner replaces five vendor relationships.
The first call covers your current spend so we can show this on your numbers.
Will LCBO, AGLC, BCLDB, or SAQ reject our promo program?
We design around provincial liquor board rules from the first conversation. We know the value caps, registration windows, and item restrictions for each board. Compliance review becomes a confirmation, not a redesign.
Can you handle on-pack and in-pack assembly, not just sourcing?
Yes. We co-pack with bottling and packaging partners across Canada to assemble bottle-attached carriers, neckers, in-pack T-shirts, and custom gift boxes. Registration timing and planogram windows are built into the project plan.
How long until trade kits ship to our reps?
It depends on what the program requires. Rush kits turn when the deadline is real. Offshore-sourced glassware runs on longer timelines and reflects the savings. Most kits ship inside the standard window once design is approved.
Can you decorate proprietary glassware shapes?
Yes. We work with shape-specific tooling and print methods (pad print, screen print, deep etch, sandblast, full-wrap) and source custom shapes from our supplier network when stock shapes don't fit the brand.
Do you work with hospitality groups on co-branded merch?
Yes. Co-branded restaurant or bar group programs (your brand + their brand) on glassware, apparel, accessories. Both sides approve the design, we handle production and per-venue fulfilment.
Can you handle multi-province programs with different provincial rules?
Yes. We map your account list against provincial constraints and structure the program so each province gets a compliant variant. Single approval, multiple compliant deployments.
Do you do festival and one-off event activations or only ongoing programs?
Both. Annual program clients get priority on event calendars. One-off festival activations are a standalone offer. The conversation starts with what you are trying to accomplish.
Want this run properly?
Tell us what your program looks like today and we will map what it should look like, and who does the work.
Talk to us about your program