In this episode of The Pivot, we chat with Gerry Guitor, President and CEO Of Spirit of York Distillery Co.

For brands to go through an extreme organizational pivot, it usually takes several months and generally as an internal brand driven strategy without much, if any, support from a wider network. But when the pivot is in support of a greater community, one ravaged by an external force affecting millions, collaboration is essential and almost contagious.

Host Ken Evans chats with Gerry about Spirit of York’s move to produce hand sanitizer instead of its signature spirits in an effort to address the growing need for sanitizers and to support the local community. As well, the two talk about Spirit of York as a brand along with the various ways the company has collaborated with local community partners to support one another during this difficult time.

Hear from other Canadian senior marketers on The Pivot, talking about our CMO Lab research and how they, like you, are adapting.