Sandbagger Holdings Canada Selects Bob’s Your Uncle as Agency Partner for Strategic 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 US 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.