Welcoming Sandbagger — A Challenger Beverage Brand Ready to Lead North America
by Bob Froese • Founder & CCO
December 5, 2025
Welcoming Sandbagger — A Challenger Beverage Brand Ready to Lead North America
We’re excited to share that Sandbagger Holdings Canada has selected Bob’s Your Uncle as its Agency of Record, following a competitive RFP.
Sandbagger is a bold, ready-to-drink spirit-based beverage with a clear vision for growth — and exactly the kind of ambitious challenger brand we’re built to partner with.
As Sandbagger scales rapidly across North America, our mandate spans strategy, creative, media, social, digital, and website development.
This is a partnership built around shared ambition: helping a hungry, high-potential beverage brand become a true category leader.
How the Industry Covered the News
Strategy Magazine
“Toronto-based independent agency Bob’s Your Uncle has added Sandbagger Holdings Canada to its client roster. Sandbagger, the ready-to-drink spirit-based beverage, selected the agency after a competitive RFP… The agency will take the lead on strategy, creative, media, social and digital – including website development – as the brand scales across North America.”
“Our agency was built on partnering with brands that have outsized ambitions and are ready to lead in their categories,” says Bob Froese. “Sandbagger has a clear vision for growth and we’re excited to help them get there.”
Read the full article → https://strategyonline.ca/2025/04/21/agency-wins-bobs-pomp-citizen/
Campaign Magazine
“Bob’s Your Uncle has been named agency of record for Sandbagger Holdings Canada, following a competitive RFP. The ready-to-drink spirit brand tapped the Toronto-based shop to lead strategy, creative, media, digital, and social as it scales its business across North America.”
“For Bob’s Your Uncle, the account win follows the recent acquisition of Smaller Agency, which saw founder Noah Barlow join the agency as managing director.”
Read the full article → https://www.campaigncanada.ca/article/who-does-what-now-week-of-april-21/4twmzvjmam17p045hcvms7255k
Why This Partnership Matters
Sandbagger isn’t just another RTD brand — it’s a challenger with a real shot at owning the next wave of better-for-you, spirit-based beverages. With a strong product foundation and fast-expanding distribution, the brand is positioned to aggressively grow its footprint across Canada and the U.S.
Their recent sponsorships with the Buffalo Sabres and Rochester Americans signal a brand ready for scale — and ready for the spotlight.
This is a classic hero-to-king moment: a brand with real momentum, meaningful ambition, and the appetite to lead.
What We’re Building Together
Our first mandate focuses on strategic foundations:
- brand platform refinement
- creative development
- integrated media
- digital and social transformation
- website experience
- content systems for scale
Our beverage experience — including the creation and national success of Mike’s Hard Lemonade — gives us a powerful lens for building challenger brands that dominate shelves, feeds, and culture.
Sandbagger’s trajectory is steep. We plan to make it steeper.
A Challenger with the Hunger to Rise
As Bob said to Strategy Magazine:
“Our agency was built on partnering with brands that have outsized ambitions and are ready to lead in their categories. Sandbagger has a clear vision for growth and we’re excited to help them get there with strategic, insight-driven work.”
This is exactly what For the heroes who will be kings looks like in the beverage world.
The Journey Begins
We’re thrilled to welcome Sandbagger into the Bob’s Your Uncle family.
Together, we’re building a brand ready to push the category forward — and push past the competition.
Let’s make it reign.