Sandbagger Holdings Canada Selects Bob’s Your Uncle as Agency Partner for Strategic Growth
With a history of building beverage brands, Bob’s Your Uncle looks to accelerate Sandbagger’s North American growth
Toronto-based independent agency Bob’s Your Uncle has added Sandbagger Holdings Canada to its client roster. The new partnership builds on the agency’s proven track record of growing beverage brands in the Canadian and U.S. markets.
Sandbagger, a ready-to-drink spirit-based beverage made with natural ingredients, selected Bob’s Your Uncle following a competitive RFP. As the brand scales across North America, the agency will lead strategy, creative, media, social, and digital—including website development. Sandbagger’s expansion is already underway with key initiatives such as recent sponsorship deals with the Buffalo Sabres and Rochester Americans hockey clubs.
“As we continue to build on the success of the Sandbagger brand across Canada and having recently entered the US market, we are excited to be partnered with Bob’s Your Uncle,” said Jay Rowan, President of Sandbagger Holdings Canada. “This strategic decision, based heavily on their vast experience within the ready-to-drink category along with their team of great marketers, will help Sandbagger achieve its goal of continued growth.”
“Our agency was built on partnering with brands that have outsized ambitions and are ready to lead in their categories,” said Bob Froese, Partner and Chief Creative Officer at Bob’s Your Uncle. “Sandbagger has a clear vision for growth, and we’re excited to help them get there with strategic, insight-driven work. With deep expertise in the beverage space, our team is ready to build on that strong foundation.”
Bob’s Your Uncle previously helped launch and grow the Mike’s Hard Lemonade brand. This category expertise and integrated offering positions the agency well to drive Sandbagger’s growth in a competitive market.
The Sandbagger account win follows Bob’s Your Uncle’s recent acquisition of Smaller Agency, strengthening its creative capabilities and fuelling its ongoing expansion. As part of the integration, Smaller Agency founder Noah Barlow joined the leadership team as Managing Director, bringing additional strength in brand strategy, design, and beverage alcohol marketing, further enhancing the agency’s ability to support larger mandates across the food, beverage, and QSR sectors.
About Sandbagger:
Sandbagger is a fresh take on a classic cocktail that has been served in clubhouses for generations. The brand’s roots trace back to William (Bill) Rowan, a bar owner, entrepreneur, and avid golfer who perfected his own version of the post-round cocktail of gin, citrus, and sweet. While Bill originally trademarked the Sandbagger name 20 years ago, he never developed it into a product. After Bill lost his life to lung cancer his son, Jay, revived the idea to honour his father’s legacy, bringing Sandbagger to life as a premium ready-to-drink beverage crafted with natural ingredients and premium spirits. Each can of Sandbagger bares his initials “WJR”
Gluten-free, lightly sweetened with pure cane sugar, and free of additives and preservatives, Sandbagger delivers a clean, refreshing taste. Available in a variety of flavours, Sandbagger can be found at leading bars, restaurants, and golf courses. www.sandbagger.ca
About Bob’s Your Uncle:
Bob’s Your Uncle is a proudly independent, Canadian-owned creative agency on a mission to cut through the noise and craft brand stories that real people care about. In a world of cluttered feeds, endless distractions, and fleeting attention spans, we help brands not just participate in culture, but define it.
We partner with ambitious brands that want to stand out, not blend in. By combining strategic insight with bold creativity, we create work that resonates, connects, and drives action. At Bob’s Your Uncle, making people care is the one thing we truly care about.
www.bobsyouruncle.com
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