Canadian whisky brand J.P. Wiser’s has signed a multiyear Canadian partnership with the National Hockey League (NHL), making it the Official Whisky of the NHL. Already well-recognized through its partnerships with the Montreal Canadiens, Detroit Red Wings and Pittsburgh Penguins, this partnership solidifies J.P. Wiser’s position as the go-to whisky by enhancing its role as the official choice for game night celebrations.

“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 we will unite generations of fans and communities through their shared passion for the NHL, celebrating those moments that matter most in homes across Canada,” says George Skarpathiotakis, Senior Brand Director of J.P. Wiser’s.

As part of this partnership, NHL fans can look forward to limited edition whiskies, co-branded promotional merchandise, in-store signings and social media contests. J.P. Wiser’s will also be visible on TV during NHL games broadcast on Rogers Sportsnet and Prime Monday Night Hockey on Prime Video in Canada, with prominent branding on Digitally Enhanced Dasherboards.

On November 4, J.P. Wiser’s will also launch a new NHL marketing campaign for the 2024-25 season. As the second installment under the Wisely Done umbrella, the campaign will air nationally on TV across Canada and spotlight two prominent NHL Alumni, Ryan Smyth and Doug Gilmour.