NHL and J.P. Wiser's: Celebrating Canadian Culture Through Whisky and Hockey

NHL and J.P. Wiser's Partnership Unveiled

TORONTO & NEW YORK -- J.P. Wiser’s, Canada’s #1 whisky brand, is pouring its iconic Canadian spirit, passion, and 165-years of history into a new multiyear Canadian partnership with the National Hockey League (NHL®), which names J.P. Wiser’s the Official Whisky of the NHL.

“Hockey isn’t just a game in Canada; it’s woven into our cultural fabric and creates lifelong traditions. As one of Canada’s oldest whisky brands, J.P. Wiser’s understands the importance of upholding such a legacy,” said George Skarpathiotakis, Senior Brand Director of J.P. Wiser’s.

Celebrating Hockey Traditions

“This collaboration allows J.P. Wiser’s to build on the tradition of bringing friends together over a Canadian whisky during Canada’s game. Bringing these two iconic brands together will unite generations of fans and communities through their shared passion for the NHL, celebrating those moments that matter most in homes across Canada,” he added.

“We are thrilled to welcome J.P. Wiser’s to the NHL family where together we will celebrate game night rituals with our passionate fans across Canada,” said Chris Falkiner, NHL Vice President, Business Development Solutions. “We look forward to bringing creative and impactful campaigns to living rooms across the nation, while providing J.P. Wiser’s major brand visibility.”

What to Expect from the Partnership

• Limited Edition Whiskies for NHL fans
• Co-branded Promotional Merchandise
• In-store Signings and Social Media Contests
• Visible branding during NHL games broadcast on Rogers Sportsnet and Prime Video

On November 4th, J.P. Wiser’s will launch a new NHL marketing campaign for the 2024-25 season under the 'Wisely Done' umbrella, airing nationally across Canada with NHL Alumni Ryan Smyth and Doug Gilmour.

“I’m really excited for people to see this ad because the concept felt true to Canadian hockey roots. Ryan and I had a great time shooting it, even squeezing in some chirps in between takes for old-times’ sake. And of course, it helped that I’ve always enjoyed J.P. Wiser’s whisky,” stated Stanley Cup® Champion and two-time NHL® All-Star Doug Gilmour.