Any the Wiser?

To be ‘wise’ according to one reliable dictionary source is ‘having or showing experience, knowledge and good judgement’. In the modern-day mindset of Canadian whisky brand, Wiser, this translates into saving face whilst shopping with you girlfriend:

On the one hand, like the Fireball ad a few months ago, it is nice to see a bit of humour being injected into a category which is still shrouded in the image of old men in tweed. Granted, The Wiserhood and The Society of Uncompromising Men is a creative idea but you do wonder, if the brand wasn’t so keen to gain exposure, it would have come up with something a bit more sophisticated than just playing on the ‘wise’ in ‘wiser’….

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