Canadian alcohol brands have carved out their place in the international market. From its legacy of whisky production to the waters and fertile lands that shape the ingredients, Canada’s spirits industry stands as a testament to innovation and tradition.
Canadian whisky
Canadian whisky, often referred to as “rye,” has solidified its status as a mainstay in bars and homes around the world, as an at-home sipper over ice, or as a dependable base for crafting cocktails. According to the 2023 IWSR Drinks Market Analysis, whisky made up about 25 per cent of spirits sales in Canada in 2022. During that time, 62 per cent of whisky sales in Canada were Canadian whisky.
The hallmark of Canadian whisky lies in its grain-forward profile. It is a common misconception that Canadian whisky is made solely from rye, when in fact, it can be any combination of corn, rye, wheat or barely.
The range of variables in distillation, aging and blending processes sets Canadian whisky apart from its global counterparts. Unlike Scottish whisky, Canadian whisky uses a diverse assortment of grains and other blending variables, which creates a lighter spirit. The whisky is aged separately in barrels, with some distilleries using unique maturing methods, such as Signal Hill Whisky, which uses new white oak casks for notes of vanilla, caramel and toffee, first-run bourbon casks for flavours of dried raisins and plums, and Canadian whisky casks to draw out the characteristics of the grains. Based on IWSR Drinks Market Analysis, the whisky category is projected to continue growing.
Canadian vodka
Although the origins of vodka trace back to Eastern Europe, Canada has harnessed this spirit and elevated it to a new ranking through a commitment to craftsmanship and quality. Ultra-premium Canadian vodka is known for its subtle flavour, a canvas where cocktail creativity can flourish.
Often, vodka is distilled from corn, wheat, rye or potatoes, but in recent years, Canadian distilleries have been distilling from different raw materials to achieve different flavour profiles without the additives. Crystal Head, for example, has three different expressions of vodka. The Original vodka stems from Canadian corn, resulting in a hint of sweetness and vanilla. Aurora uses wheat, offering a crisp, dry vodka. The newest addition, Onyx, is the first commercially available agave-based vodka, with notes of agave, citrus, green grass and white pepper. Vodka is carefully filtrated, usually using charcoal. However, some brands get creative with other mediums. Crystal Head Vodka’s final filtration is through layers of Herkimer diamonds.
The range of variables in distillation, aging and blending processes sets Canadian whisky apart from its global counterparts. Unlike Scottish whisky, Canadian whisky uses a diverse assortment of grains and other blending variables, which creates a lighter spirit.
Canada’s abundant natural resources
The rich, fertile soils and natural water sources are at the heart of Canada’s whisky and vodka. The nation’s diverse agricultural regions offer the conditions to yield essential crops, including corn, rye, barley and wheat. A shorter growing season and an extended maturation period allow the grains to gradually develop their flavours. This is different from warmer climates where longer growing seasons and shorter maturation periods create a sweeter flavour.
Canada’s water also plays a role in crafting these spirits. The purity of the water source ensures that vodka comes out as a neutral base, while in the case of whisky, it shapes the fermentation process and can give it a little extra flavour. Signal Hill Whisky and Crystal Head Vodka blend their spirits with water from Newfoundland and Labrador.
Shaping the future
As the spirits industry continues to grow, it is inevitably shaped by emerging trends and innovative practices. Brands adapt to changing consumer preferences and adjust their practices to respect the lands that grow their crop.
The global emphasis on sustainability has guided the spirits industry into action, driving a new era of eco-conscious practices. Some brands are using renewable energy sources, reducing their carbon footprint and championing responsible water management. Meanwhile, some distilleries are focusing on their packaging, opting for eco-friendly materials. With each sip, raise a glass to the remarkable past and the anticipation of what the next chapters of Canadian spirits will unveil. Cheers to the endless possibilities that lie on the horizon!
