Full disclosure: I’ve never actually sampled a glass of Canadian Club whiskey. I know, that’s entirely my loss, but the shortcoming is something I have to live with at this point. Recently, though, I learned about this cool advertising campaign that CC ran throughout the 1960s and 1970s. It was called the “Hide a Case” challenge, basically a real-world treasure hunt with booze as the grand prize. Apparently CC dispatched a team of intrepid company executives around the world on a mission to bury a dozen cases of whiskey, and the locations were then published as cryptic clues in full-page magazine advertisements. This hunt hasn’t gathered too much attention online yet, although articles like this one (or this one) have helped attract at least a few new hunters. Most of the advertisements are easily available online, but if you’re a purist then you can probably also get original copies by buying old magazines on Ebay or Amazon.
Although adventurous tipplers found most of the original cases within a year or two, there’s at least a few of them which are still unaccounted for. Specifically, cases of whiskey are thought to still be up for grabs near the North Pole, and also somewhere on Robinson Crusoe Island off the coast of Chile. Since I can’t speak Spanish and since I don’t do cold, those two are pretty much out of the question for me. Which leaves exactly two more unclaimed cases of CC, thankfully in more “accessible” locations:
-Although Ujiji, Tanzania, might sound like an exotic destination, Dar es Salaam is basically a hop, skip and a jump from most European airports. The advertisement for this case included some very specific instructions, so if you can book a tour guide in advance then it’d probably be possible to snag this one in a single-day excursion. (That’s assuming that the crate hasn’t already been discovered and enjoyed by local villagers; if so, here’s a toast to them!) For me personally, the real challenge would be finding time in my schedule. Although, my frequent flier miles are starting to build up again…
-But for all you drinkers who still haven’t gotten around to getting your passport, take heart: there’s also one more case buried somewhere near Lake Placid, New York. The clues are a little more cryptic on this one because of the “accessible” location, but the puzzle is definitely tied to the 1980 Winter Olympic Games.
The clues might ring a few bells for any Empire State readers “of a certain age”, but I’m pretty sure I’ve also come up with a good starting point for this hunt. So for anyone in Lake Placid, or anyone who plans on passing through this summer, hit me up on Facebook or Twitter if you’ve got a shovel and a thirst for fine liquor. Even though I’m a firm believer in the legal doctrine of “Finder’s Keepers”, if these clues pan out then you’re more than welcome to send a bottle or two my way…
James, I think I have used Google Earth to tie out all of the clues and know where I might place the shovel. Let me know if you actually visited Lake Placid and how your interpretation of the clues panned out.
James, thanks for reading! Unfortunately I was not able to visit Lake Placid in person before our traveling circus pulled off to the next stop– hopefully you’ll have better luck than I did? I’ll be toasting your success if you can find that hidden case!
Where do I find tips and clues? I live just outside of lake placid but do a lot of high end framing and finish work on a lot of great camps around lake. If someone would get back to me on the hidden case of cc it would be greatly appreciated. Thank you Todd Brown
Hi Todd, There’s not really any information out there besides the magazine page that is posted.
Todd Brown? Any relation to John Brown? John Brown’s Statue is 1/4 of a mile from the Ski Jumps and is near a fence in an open field. Something to think about regarding the Lake Placid clues.
I can’t think of a better social distancing activity than hiking around the woods of Lake Placid in search of this case. Keep hunting!
I have a pretty good theory for this one.
I’m wondering if it could be closer to Hoevenberg, where they have bobsledding. Not sure if you can see Whiteface from there, but you can see Cascade. There’s plenty of space to xCountry ski by there.
Sounds like you’re hot on the trail!
An interesting read regarding a recent search for The Case of CC hidden @ LP.
https://www.whiskyadvocate.com/canadian-club-hide-a-case-lake-placid/
P.S. McCaffrey and McCall wrote to the Olympic Committee. (M&M is the ad agency that produced the magazine ad which lists the Clues.) They asked permission to hide the Case along the Ski Trails @ Hoevenberg. The Olympic Committee denied the request. That doesn’t mean it’s not there. However, why would M&M ask permission, be denied, and hide it there anyway? M&M was also denied permission to hide it at The Adirondak Loj. That begs the question: Did M&M seek permission elsewhere and obtain that permission? If so, where? The Truth is Out There!
Small update……I’m still looking for the case of CC!
Stay thirsty, Tim!!
Go Tim Robinson….if anyone deserves to find the hidden case of CC – it’s YOU ! You have done so much for Lake Placid!
Go Team Tim!
James, Your original posting said “…I’ve also come up with a good starting point for this hunt.” Although you were unable to visit L.P., would you be willing to E-Mail that starting point to me?
“Lake Placid Dig 5.0” was unsuccessful in finding the Case of CC on 8/23/2025. The Case was buried on 8/24/1979 by Tim Fenton (RIP) and another whose initials are C.C. I have solved the clues. However, the “fence row” that existed in 1979 no longer exists. So, the exact spot in which to place the shovel becomes problematic at best. I’m planning one more dig on 8/24/26. 47 years to the day of its Birthday.
Jim, you’re an absolute legend. Please keep me posted on your next attempt– I’ll have the Canadian Club on hand to toast you, either way!
James, Send me an Old-Fashioned letter w/your thoughts as to the “Marker” Tim Fenton used to measure the quarter mile. I’ll respond via an Old-Fashioned letter w/my interpretation of the marker and the clues. I prefer not to leave my thoughts here. Thanks, Jim W.
P.S. I had been in communication w/Tim Fenton before he passed. He had also hidden the Cases in Washington, DC and Montana. Although he was honor-bound not to divulge the exact location of the Lake Placid Case, he said the Case of CC was buried within sight of several of the Olympic venues. I’ve found a spot w/a clear view of Whiteface Mountain, the Skating Rink, and the Ski Jumps. And, the clues all fit. However, the absence of the fence that once existed at the end of the clues makes it difficult to pick a spot for the shovel.
James R. Willhoft
113 Thayer Road
Manchester, CT 06040
United States of America