Ever get that feeling that the world has lost its sense of adventure? Nowadays, "exploration" is usually just scrolling through a curated travel feed while sitting on a couch. But back in 1967, things were different. A lot different.
The folks at Hiram Walker & Sons, the creators of Canadian Club, decided to launch one of the weirdest, most ambitious marketing stunts in history. They called it the "Hide a Case" campaign. Basically, they flew around the world and stashed 12-bottle cases of whisky in places that would make an insurance adjuster faint. We’re talking about the bottom of the ocean, the tops of mountains, and even the middle of the Yukon.
It wasn't just for show. They actually wanted people to find them.
The Mystery of the Canadian Club Hidden Cases
The premise was simple enough: Canadian Club would run print ads in magazines like Life or Field & Stream. These ads weren't your typical "buy our booze" pitches. They were cryptic, riddle-filled maps to treasure. If you found a case, you didn't just get the whisky; you usually won an all-expenses-paid trip or a massive cash prize.
People went nuts. Honestly, can you blame them? It was the ultimate "hold my drink" moment for an entire generation of amateur sleuths.
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By the time the initial runs ended in the 1980s, and a brief revival happened in 2010, about 25 cases had been hidden across the globe. Some were found within weeks. Others? Well, they’ve been sitting in the dirt for over 50 years. As of 2026, about eight cases are still "at large," depending on who you ask and which corporate records haven't been lost to the sands of time.
Where the Whisky Went Missing
You have to appreciate the sheer variety of these locations. They didn't just hide them behind a bush in a park.
- Mount Kilimanjaro: This one is a classic. It sat up there for a decade. A Dutch journalist named Peter Juul literally stumbled onto it in 1977 while he was on an entirely different expedition.
- Angel Falls, Venezuela: A pair of newlyweds, David and Diana Mattoon, actually ditched their planned honeymoon in Acapulco because David decided hacking through a jungle for booze sounded more romantic. They found it under a rock at the base of the world's tallest waterfall.
- A Manhattan Skyscraper: Not all were in the wild. In 1978, two guys spent 13 weeks scouring New York City before finding a case hidden on the roof of a skyscraper.
- The Great Barrier Reef: Sunk in the ocean. It was eventually recovered by prawn fishermen in 1979 who probably had the best shift of their lives.
The Cases Nobody Can Find
This is where it gets interesting for the modern-day treasure hunter. Despite decades of searching, several Canadian Club hidden cases remain unaccounted for. People are still out there digging today.
The Lake Placid Legend
The Lake Placid, New York case is arguably the most famous "active" hunt. Hidden in 1979, right before the 1980 Winter Olympics, the clues mentioned a "fence row" and being within sight of Whiteface Mountain.
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The problem? Fences rot. Landscapes change. In late 2020, a local named Tim Robinson spent days with a backhoe digging up a neighbor's yard because the clues lined up perfectly with an old property line. He found some plexiglass and a lot of mud, but no whisky. There are rumors that another search is planned for August 2026 to mark the 47th "birthday" of that specific burial.
The Yukon "Double"
The Yukon case is a bit of a comedy of errors. The first case hidden there in 1969 was found by a troop of Boy Scouts before the ad even ran. Embarrassed, the company hid a second one near King Solomon Dome. That second one? Never found. It’s likely buried deep in the permafrost or under decades of silt.
The North Pole (And the Arctic Circle)
There is supposedly a case at the North Pole. Let’s be real here: the North Pole is shifting ice. If they dropped a case there in the 70s, it’s currently at the bottom of the Arctic Ocean. However, another case was hidden "above the Arctic Circle" on actual land. That one is still out there, probably being guarded by a very confused polar bear.
Why They Haven't Been Found Yet
You’d think with GPS and Google Earth, these would be easy pickings. But the Canadian Club hidden cases were products of their time. The clues relied on landmarks that were permanent in 1971 but are gone now.
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- Environmental Shifts: Erosion, forest growth, and urban development have swallowed the landmarks.
- Private Property: Some cases were hidden on land that is now strictly off-limits or privately owned.
- Lost Records: When brands change hands—Canadian Club is now under Suntory Global Spirits—the old files often vanish. The current owners have admitted they don't actually have a "master map" of where the remaining cases are.
What You Should Know Before You Start Hunting
If you’re thinking about grabbing a shovel and a flight to Robinson Crusoe Island (yes, there's one hidden there too), keep a few things in mind.
First, the whisky is probably terrible by now. Whisky stops aging once it hits the glass bottle. If it’s been sitting in a hot desert or freezing tundra for 50 years, the cork has likely disintegrated or the seals have failed. You aren't finding "liquid gold"; you’re finding a historical artifact.
Second, the "prize" aspect is murky. The original contests ended in the 80s. While Canadian Club did a $100,000 prize for the 2010 Tonga case (which was found by Kristina Beall), they aren't legally obligated to pay you anything for the 1970s cases. You’re doing this for the glory, not the paycheck.
Your Actionable Next Steps
If the "Hide a Case" mystery has you itching for a trip, here is how you actually start a search:
- Research the Original Ads: Don't rely on summaries. Find the high-res scans of the original 1960s and 70s magazine ads. The wording in the riddles is extremely specific.
- Use Historical Maps: Compare 1970s topographical maps of areas like Lake Placid or the Yukon with modern satellite imagery to see what has changed.
- Check Local Laws: Don't get arrested for trespassing or illegal excavation. Many of these sites are in protected parks or on private land.
- Join the Community: There are small but dedicated forums and Facebook groups where "CC Hunters" share their failed digs so you don't repeat their mistakes.
The hunt for the Canadian Club hidden cases isn't just about the alcohol. It’s about a time when a company would actually dare you to go outside and get lost. Whether they are ever found or not, they remain one of the coolest chapters in the history of travel and advertising.