| Pendleton fills the growing demand for sophisticated and premium Canadian whiskies. While overall category sales trend downward, sales of higher-priced brands such as Crown Royal and Tangle Ridge have increased significantly. Given the lack of "newness" in the category, there is exciting potential for a new brand with a strong, distinctive personality that separates it from the herd. Pendleton drinkers are rugged, independent and spirited individuals who believe strongly in a balanced, quality life. These men and women are consumers of both Canadian and American whiskies, as well as other premium niche brands. They live primarily in a western state of mind. |
