Indie Toronto agency Bob's Your Uncle has been named agency partner for strategic growth for Sandbagger Holdings Canada.

The account was awarded after a competitive pitch. Its remit is to accelerate Sandbagger's North American growth.

Sandbagger is a ready-to-drink spirit-based beverage made with natural ingredients. The agency will lead strategy, creative, media, social, digital and site development. Sandbagger already has sponsorship deals with the Buffalo Sabres and Rochester Americans hockey clubs.

“Our agency was built on partnering with brands that have outsized ambitions and are ready to lead in their categories,” said Bob Froese, Partner-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.”

Bob’s Your Uncle has experience growing beverage brands in the U.S. and Canada. It helped launch Mike’s Hard Lemonade.

The Sandbagger account win follows Bob’s Your Uncle’s recent acquisition of Smaller Agency, strengthening its creative capabilities and fueling expansion in the food, beverage and QSR sectors.

The brand’s roots trace back to William (Bill) Rowan, who perfected his own version of the post-round cocktail of gin, citrus and sweet. Bill trademarked the Sandbagger name 20 years ago, but didn't develop it into a product. After he died, his son Jay revived the idea to honor his father’s legacy. Each can of Sandbagger bares his initials: WJR.