TGIF – Silver & Gold Margaritas

Posted by PRAXIS
February 21, 2014

Happy Friday! Are you as psyched as we are that it’s almost the weekend?

Cheer on Canada in style with these two delicious margaritas:



  • 1 1/2 parts Sauza® Silver Tequila
  • 1/2 part orange liqueur
  • 1/3 cup fresh squeezed lime juice
  • 1/4 cup powdered sugar
  • Ice, salt and lime for serving

In a shaker filled with ice, combine lime juice, Sauza® Silver Tequila, liqueur and powdered sugar. Shake vigorously until sugar dissolves. Strain into a glass filled with ice, prepared with salt if you prefer. Garnish with a lime wedge.



  • 1 1/2 parts Sauza ® Gold Tequila
  • 1/2 part orange liqueur
  • 1/4 cup fresh squeezed lime juice
  • 1/4 cup fresh squeezed orange juice
  • 1/4 cup powdered sugar
  • Ice, salt and lime for serving

In a shaker filled with ice, combine lime juice, Sauza ® Gold Tequila, liqueur and powdered sugar. Shake vigorously until sugar dissolves. Strain into a glass filled with ice and prepared with salt if you prefer, and garnish with a lime wedge. Garnish with an orange wedge.


Enjoy the weekend! #GoCanadaGo

It’s that time of year where there is no escape from infectious love declarations, red, pink, heart shaped everything, fancy dinners, chocolate, and where the words libido and aphrodisiac run ramped!

So in light of all of this aphrodisiac talk, we here at PRAXIS have some quick, easy, and delicious combinations that will take you from a casual cocktail to dinner and dessert, which we’re sure will fire up your Valentine’s Day weekend.

Aphrodisiac 1- Pomegranate

Start the night with a Scottish Kiss; a cocktail for your love, which includes Scotland’s best loved Scotch whisky- The Famous Grouse.

Scottish Kiss Recipe:

1oz Famous Grouse Blended Scotch Whisky
1oz Pomegranate juice
¼ of a lime
Top with ginger ale

Pour all ingredients over ice and give it a quick stir.


Aphrodisiac 2- Oysters

If you’re looking to get fancy in the kitchen and shuck some oysters, or perhaps more wisely put the trust in a professional to do so, what could be better than a Scotch and seafood pairing?

The slight peat and smokiness to Highland Park’s 12 Year Old complements oysters through its honey aroma and a touch of citrus. We recommend instead of a few drops of lemon on your oysters, substitute them with a few drops of Highland Park’s 12 Year Old, and enjoy!


Aphrodisiac 3- Chocolate

Pair The Macallan 1824 Series with some wonderful chocolates that will compliment the full array and character of this Series. Most of these chocolates are available in the SOMA chocolatemaker’s store locations, but they can be substituted with similar flavours you can find even in your grocery stores. Gold and Amber can be paired with a light citrus infused chocolate. Richer, darker chocolates are a perfect pairing with the more robust flavours of Sienna and Ruby.


Try The Macallan Gold with… Lemon & Australian Ginger
Try The Macallan Amber with… Pistachio Crisp Praline
Try The Macallan Sienna with… Beurre Noisette (brown butter)
Try the Macallan Ruby with… Arbequina Olive Oil


Have a wonderful Valentine’s Day!


Raise the Macallan

Posted by PRAXIS
February 10, 2014


Last week, Raise the Macallan ended its tour of Canada with two successful nights of tastings at the Shangri-La in downtown Toronto. With stops in Vancouver, Ottawa, Montreal and Toronto, Raise the Macallan offered 15 tasting sessions of The Macallan 1824 Series to over 3,000 whisky lovers.

Raise the Macallan treated guests to a signature cocktail and a sensory experience prior to the tasting sessions.

Brand ambassadors Dan Volway and Marc Laverdiere led guests through a tasting of each of the four marques in the series – Macallan Gold, Amber, Sienna and Ruby.




At the end of last year we won some BIG BUSINESS – PRAXIS is now the AOR for PepsiCo Foods Canada. In her interview with Marketing Magazine, Maureen talked about the big win, the PR business and future trends for the industry.




Smart, beautiful and handy!

Posted by PRAXIS
January 3, 2014

Meredith and Andrea flex their IKEA furniture building skills to prep our new Account Manager’s workspace.



Happy Holidays!

Posted by PRAXIS
December 20, 2013

By Margaret Bourne

For a PR professional, doing a TV media tour for a brand that is highly visual and involves a demonstration can be stressful enough when it’s in your own city – so many details must be considered: from making sure all props and products are prepared; media training the brand spokesperson, to making sure that they are capable of relaying key messages and finally, informing the media contact what the segment will be about.

But what happens when you need to have everything all prepared for a TV segment in a different city?

Recently PRAXIS worked with Matt Jones, bartender and whisky ambassador, for an Alberta Premium Dark Horse media tour across the country. Our role was to help him make sure he had the right props and products on the table for this demonstration and interview, and to keep him relaxed for his segment.

Here are a few things as team leader I did to make it easier:

  • Confirmed what Matt was bringing with him in terms of props and cocktail-making utensils reduced time spent in each city searching for items he needed for the segment and duplicating efforts.
  • Instead of lugging product and other items across the country, I researched where I could purchase the needed items near my hotel. I popped into the local IGA grocery store a few blocks away from my hotel to purchase all ingredients needed to make Alberta Premium Dark Horse cocktails. No broken bottles or glasses for me!
  • I met up with Matt a few hours prior to his TV segment to go over key messages and to brief him once again about what the host would potentially be asking him and what he was expected to do. This helped him feel confident and ready for the segment.

In many cases, the role of the PR person is to figuratively hand-hold the spokesperson – to make sure they are ready and able to do their job without added stress. And so, there’s no room for us to be caught scrambling last minute to make things happen. Preparation and forethought are part of our job!




#Pedi4Cause – Vancouver Edition

Posted by PRAXIS
December 5, 2013


#Pedi4Cause was a smashing success last Tuesday night at Earl’s V Lounge in Yaletown. Media and influencers came out for a fun night of pedicures and Barefoot Bubbly, all in support of a great cause – Dress for Success Vancouver.

With glasses of Barefoot Bubbly in hand, guests put their feet up and got pampered with relaxing pedicures from Luxe Beauty Lounge.


Guests also enjoyed a make-your-own mimosa station, a fun name game, delicious food, and of course Barefoot wine.

The lovely #Pedi4Cause dream team poses for a quick snap before the end of the night:

Left to Right: Rachel Thexton, Dunn PR; Christina Florencio, Dress for Success; Natalie Preddie, PRAXIS; Jessica Bellefeuille, Barefooter; and the emcee for the night Fiona Forbes, host of The Rush


The Macallan M Launch

Posted by PRAXIS
December 2, 2013

The launch of The Macallan M took place on November 19, 2013 at Michael’s on Simcoe. It was an afternoon well spent for an intimate guest list that included both trade and media.

Key media attending the event included Sharp Magazine and Beppi Crosariol from The Globe and Mail. Trade guests in attendance included representatives from 360, Royal York, Liberty Grand, The Hilton, The Caledonian, King Edward Hotel, MLSE, Via Allegro, Spoke Club and Jump.

Marc Laverdiere, The Macallan Brand Ambassador, did a fantastic job engaging the group at the launch.

Guests were thrilled to sample the entire 1824 range, enjoying special complimentary dish pairings before the unveiling of The Macallan M.




Event feedback has been phenomenal, some comments below from attendees: 


“Thank you very much. The product is fabulous and the event was a success!”
~ Representative from Jump

“It was very much our pleasure and privilege to attend this wonderful luncheon, tasting the Macallan ’M’  was a particular highlight but every moment was simply magical.”
~ Representative The Royal York

“I just wanted to thank you for having me be a part of the tasting today. It was a phenomenal event. I was also at the 1824 launch, and I have to say that your tastings are always done impeccably well. It was an absolute pleasure.”
~ Representative from Maple Leaf Sports and Entertainment



TGIF! Our Top 5 Friday Cocktails

Posted by PRAXIS
November 22, 2013


There’s no better way to celebrate the end of a long workweek than with some delicious and fun Friday cocktails.

Here are our Top 5 TGIF picks:


For something fruity and bubbly, try: Mango Moscato Mimosa

Guests loved this drink at our recent Barefoot #Pedi4Cause event in Toronto

2 Parts Mango Juice
1 Part Barefoot Moscato Spumante Bubbly

Pour bubbly and juice into a champagne flute. Garnish with raspberries.


For a smokier option, try: Highland Park Blood & Sand

3/4 oz. Highland Park 10 Year Old Scotch whisky
3/4 oz. rosso vermouth
1/4 oz. cherry brandy
1 1/2 oz. orange juice

Combine ingredients in a shaker, strain over ice in a short rocks glass.


For a refreshing sipper, try: Ruby Red Slipper 

4 to 5 green tea ice cubes
1 oz C by Courvoisier
3 to 4 oz Pomegranate juice

In a rocks or short glass filled, add green tea ice cubes and C by Courvoisier. Fill the glass with pomegranate juice. Garnish with a mint leaf.


For a taste of the tropics, try either of these delicious treats: 

Vodka Funrise

1 part Pinnacle Vodka
1 part orange juice (for a lighter drink, try Trop50 Orange Juice with added Calcium and Vitamin D)
1 part pineapple juice

Pour vodka and juices over ice in a tall rocks glass. Top with a splash of grenadine.

Coconut Colada 

1 part Brugal Añejo rum
1 part O.N.E. Coconut Water
1 part pineapple juice
3 dashes angostura bitters

Pour rum, coconut water and pineapple juice over ice in a tall rocks glass. Add three dashes of angostura bitters. Finish with a squeeze of lime.


Happy Happy Hour!