Canadian actor Jonathan Torrens debuted his Canadian whisky, Keepers, at the Newfoundland and Labrador Liquor Corporation (NLC) in Howley Estates, according to VOCM News reporting by Zach Power. Torrens, widely recognized for his portrayal of J-Roc in Trailer Park Boys as well as hosting roles on Street Cents and Jonovision, brought the locally bottled spirit to provincial shelves earlier this month.
The Strategy Behind the Local Debut
According to statements given to VOCM News by Jonathan Torrens, the actor purposely chose Newfoundland and Labrador for the initial launch because the product is bottled within the province. Rather than starting in a larger central market, the brand partnered with Newfoundland Manufacturing to handle local production.
“It was actually released first three years ago and now we’re back with a new team behind it, a new gust of wind,” Torrens told VOCM News. He added that because the sun rises first in the country within the province, he felt Keepers should be tasted there first.
Touring the Province
The promotional tour kicked off in Corner Brook, according to VOCM News, before the team drove across the island stopping at various retail locations. The tour culminated with a public appearance at the NLC store in Howley Estates.
Did you know? Jonathan Torrens spent years hosting iconic Canadian youth television programs like Street Cents on CBC before transitioning into scripted comedy roles like J-Roc on Trailer Park Boys.
Frequently Asked Questions
Where was Keepers whisky bottled?
According to VOCM News, Keepers is bottled locally in Newfoundland and Labrador through a partnership with Newfoundland Manufacturing.
Where did Jonathan Torrens stop during his NLC tour?
Torrens started his tour in Corner Brook, traveled across the island making multiple stops, and finished at the NLC location in Howley Estates, as reported by VOCM News.
What is Jonathan Torrens best known for?
Torrens is best known for playing J-Roc on Trailer Park Boys and hosting the television shows Street Cents and Jonovision.
What are your thoughts on local celebrity-backed spirits entering the Canadian market? Share your perspective in the comments below or explore our archives for more regional beverage industry updates.
Related reading