Increasingly, distillers are weaving terroir – the unique essence of their environment – into their creations, crafting whiskies that reflect the land they come from. Canada – specifically Alberta, which will be the centre stage for the upcoming Artisan Distillers Canada Conference and Trade Show and Canada Whisky Symposium – is no different.

With the latest reports from Market Data Forecast indicating that the whisky industry is expected to grow globally around 5.3 per cent from 2024 to 2032, Canada is stepping into the spotlight with the Canada Whisky Symposium, a one-day event that highlights whisky making and innovation, and creates networking opportunities for industry professionals.

The Canada Whisky Symposium: An international gathering for innovation and collaboration

Organized by industry association Artisan Distillers Canada (ADC), the Canada Whisky Symposium will take place on Feb. 26, 2025, at Mount Royal University in Calgary, Alta. The symposium, which caps off three days of spirits-based events – starting with ADC’s annual Conference and Trade Show – is not just about Canadian whisky. It provides a global perspective by bringing together experts, artisans and enthusiasts to share insights into the art and science of whisky-making.

“We created the Canada Whisky Symposium as a way to focus on this exciting part of our industry outside the confines of the artisan distilling community,” said Alex Hamer, CEO of ADC. “This is an event to talk about all kinds of whisky from all around the world — not just Canadian whisky, and not just artisan or craft whisky.”

The idea for the symposium originated from ADC’s efforts to unite and support the country’s artisan distilling community. The annual ADC Conference and Trade Show, which will take place on Feb. 24-25, 2025, sparked this initiative.

Attendees of the 2022 conference noted there are regional characteristics in Canadian whisky that are becoming more evident. British Columbia has been developing its own style over the past decade, and now Alberta is emerging as another unique whisky-making region, with its own characteristic market tied to its agricultural distinctiveness. With the Canadian whisky market evolving, delegates at the 2022 conference expressed an interest in developing an event catering specifically to that industry.

Workshops, experts and regional identity

The symposium debuted in 2023 and has become a popular gathering for whisky professionals who want to learn more about the craft and discuss new opportunities. This year’s symposium builds upon the initial event and will feature a variety of presentations, panel discussions and workshops from leading industry experts.

“This year, our presenters are drawn from across Canada and the U.S.,” said Hamer. “We have a great mix of distillers, industry and scientific experts, as well as marketing and business experts.”

ADC’s multi-day conference will include a workshop called “Whisky Program Development and Blending,” featuring the blending team from Sons of Vancouver Distillery. Although this team is relatively new and the distillery is small, it has won numerous awards for its whiskies and represents the quintessential story of a rising Canadian distillery. Another workshop, “Fermentation and Distillation Magic,” will be led by Lallemand Distilling with guest Chris Dichard from WhistlePig Whiskey.

Participants will also have the opportunity to explore broader topics such as sustainability, consumer trends and funding strategies. The symposium has been specifically tailored for industry professionals seeking to refine their craft and gain a deeper understanding of the global whisky landscape.

“The symposium is not a consumer-focused event, so it gives participants an opportunity to really spend their time learning and thinking about the art and science of making whisky,” said Hamer.

Social events, including an exhibitor and sponsor reception, provide further opportunities to network and exchange ideas. The symposium’s focus on education and collaboration is already sparking new ideas and opportunities for Canada’s whisky producers.

“In our previous whisky blending workshop, we saw experienced distillers get together and learn more about great approaches to blending, and also make new connections they’ve continued to develop for supporting each other in developing their programs,” Hamer said.

Shaping the future of Canadian whisky

Beyond technical expertise, the event encourages discussions about broader industry issues, such as the lack of a legal definition for rye whisky in Canada. Since there is no legal definition of rye, the term is often used interchangeably with Canadian whisky, which can be confusing for consumers and irritating for producers. These conversations have the potential to shape the future of Canada’s whisky industry.

Canadian whisky has long been celebrated for its unique approach to blending, which involves mashing, distilling and maturing each grain type separately before combining them as mature spirits. This process results in a complexity and range of flavors that set the country’s whisky apart on the international market.

“Canada produces a large volume of whisky, and at the top end, we’re making whisky as good as anywhere in the world,” said Hamer. “A huge credit for the awareness of Canadian whisky and its quality must go to Davin de Kergommeaux and the Canadian Whisky Awards (CWA), which is the only national whisky competition exclusively for Canadian whisky.”

Hamer adds that the growing recognition of Canadian whisky is partly due to the rise of artisan distilling, which has brought new dimensions and attention to the craft. That’s why small distillers, such as Sons of Vancouver, are able to compete with major industry players at the CWA.

The symposium doesn’t just celebrate whisky as a product – it explores the combination of science, art and business behind every bottle. The blending techniques, fermentation innovations and market insights presented during the event reflect the diversity and complexity of whisky-making in Canada. Hamer says the discussion of ideas among participants and presenters pushes the boundaries of what Canadian whisky can achieve.

“We’re bringing in experts who’ve built their own successful whisky programs, so the audience will get a chance to see what’s happening in Canada, the U.S. and Scotland,” he said. “This inspires our attendees to push their own whisky development in new directions.”

As whisky sales grow globally, Canada is poised to maintain its share of both high-end and everyday whisky markets, thanks to the dedication of its producers and the momentum created by events like the Canada Whisky Symposium.

For more information on the event, visit whiskysymposium.ca.

Founded in 2019, ADC is a national, member-based organization dedicated to celebrating and promoting artisan distilleries and spirits. The upcoming conference, which will be held in Calgary, Alta., marks the third iteration of this event and represents a significant departure from its usual location in Vancouver, B.C.

“One of our goals is to engage with as many artisan distilleries as we can across the country,” said ADC founder and CEO, Alex Hamer. “We recognize that the time and expense of coming to Vancouver can be challenging for some of our smaller distillers, so we wanted to move to another province to make it easier for others to come to the show.”

He adds that the venue change reflects ADC’s commitment to engaging more closely with distilleries across the country and to exploring the unique distilling cultures in different provinces. “Alberta has a vibrant and growing industry, so it made sense to go there next,” said Hamer. By hosting the conference in Calgary, ADC aims to ease participation for distillers in central Canada and showcase Alberta’s dynamic distilling community.

Hamer notes that distilling cultures and communities vary from province to province, and the conference will reflect these differences. The event will provide an opportunity for both organizers and attendees to experience Alberta’s distinct approach to distilling firsthand, offering a fresh perspective and new learning opportunities.

An exciting lineup of events

The 2025 event will take place on Feb. 24-26 at Mount Royal University and feature a strong lineup of events designed to cater to both the technical and business aspects of distilling. Overall, around 25 Canadian and international spirits experts will be in the city over the three-day event.

“We were surprised at the number of venue options available to us in Calgary. Special event licensing at events where alcohol is being served can be tricky, and every province is different. Mount Royal University is a great location with the ideal layout for our needs, and [it’s] also close to a cluster of distilleries south of the airport and downtown,” said Hamer.

The conference kicks off on Monday with two half-day, in-depth learning workshops. One of these workshops will be led by Lallemand Distilling, delving into the science of fermentation with a special emphasis on the role of yeast and enzymes. This year, they will be joined by a guest from an American distillery, who will present a case study on fermentation. The second workshop, led by the three partners from B.C.-based Sons of Vancouver Distillery, will cover the basics of building a successful whisky program and include a hands-on blending session.

“That distillery has been making waves in the Canadian whisky industry over the past few years, having won the Canadian Whisky Awards Canadian Whisky of the Year in 2023, as well as multiple gold medals, and Best in Class Rye at the Canadian Artisan Spirit Competition [CASC] in 2024,” said Hamer.

The conference on Tuesday will feature keynote presentations and two tracks of sessions, including panels and seminars on technical and business themes. The technical stream will cover topics such as spirit chemistry and its impact on flavour profiles, as well as best practices in cask management and maturation. The business stream will address current trends in spirits laws and consumption, along with a retail sales panel for the third consecutive year.

The trade show will feature nearly two dozen suppliers to the spirits sector, representing categories including stills and line equipment, grain, malt and yeast, closures, labels, packaging and business services. The final day will be dedicated to the second annual Canada Whisky Symposium. “For this single-stream conference, we are bringing in whisky makers from Canada, the U.S. and Scotland to talk about their distilleries and programs,” said Hamer.

Confirmed speakers include analytical chemist and sensory evaluation expert Gary Spedding, Todd Leopold from Leopold Bros. Distillery, Andrew Ferguson from Kensington Wine Market, Kyle Smith from Gorman & Smith Beverage Equipment and internationally recognized drug-and-alcohol regulation expert, Dan Malleck.

Alberta’s flourishing spirits industry

The choice of Calgary as the venue for the 2025 conference also highlights the growth and evolution of Alberta’s spirits industry over the past decade.

“Alberta’s spirits industry has been going through a lot of changes,” said Hamer. “Some rules that placed limits on neutral grain use were recently changed, which has definitely disrupted the market. In speaking with distillers, I expect more changes are on their way. Overall, the local industry has grown considerably over the past several years and Alberta distillers are becoming recognized leaders in the Canadian artisan spirits sector.”

The real turning point for Alberta’s spirits industry came in 2013, when the province dropped the minimum production requirement for distilleries. Previously, the limits were too high for small artisan distilleries that are often challenged by the costs of capital equipment and staffing and can’t compete with the volume-based retail pricing of the larger distilleries.

“That change allowed smaller distilleries to open and experiment with innovative products,” said Hamer. “As a result, the number of distilleries has sustained new openings and continued growth. The increased innovation and quality that comes out of the province is, of course, just as important as the volume being produced because that’s what keeps the interest and momentum in this sector moving forward.”

Alberta’s unique geographical and agricultural characteristics further contribute to its growing reputation in the spirits industry.

“At a general level, Alberta artisan distillers are producing many of the same types of spirits as other distilleries across Canada – in particular, lots of interesting gins and liqueurs. Where we’re really starting to see Alberta distinguish itself, however, is in whisky. The province is the source of high-quality grain and has some great malting facilities. It’s still early, but the quality of Alberta’s whisky production in recent years suggests the province is poised to establish itself as a centre of innovation for whisky in Canada,” Hamer said.

New developments at ADC

In addition to the conference, ADC will be making changes to the eighth annual CASC, a national competition dedicated exclusively to artisan spirits, bitters and zero-proof spirits. The competition is designed to celebrate and recognize the craftsmanship of independent Canadian producers. It features various awards including Canadian Artisan Spirit of the Year, Best in Class and medals (Double Gold, Gold, Silver and Bronze). There are also special awards for terroir and innovation.

The program usually announces its winners in February, but with the change in timing of the ADC Conference and Trade Show from October to February, the 2025 event will also feature a dinner and live awards ceremony to announce the winners on Feb. 24 in Calgary.

Hamer highlights that the timing of the competition and the conference has been strategically aligned to maximize engagement and celebration. The live awards ceremony will provide a platform for recognizing the achievements of distillers from across Canada and will serve as a fitting kickoff to the conference.

For more information on the ADC Conference and Trade Show, and the Canada Whisky Symposium, visit conference.artisandistillers.ca and whiskysymposium.ca.

While Hamer’s career began in project and IT management, his passion for craft and artisan spirits, and the Canadian distilleries that produce them, made him switch his trajectory. In 2013, he founded BC Distilled, Canada’s largest artisan distillery festival, and then the annual Canadian Artisan Spirit Competition (CASC) in 2017, which ultimately led to the founding of ADC.

“While about 80 distilleries are members of ADC, participation with our programs increases during the competition, which has begun to receive a lot of local and national media attention,” said Hamer.

Charlene Rooke, ADC’s director of programming, said, “Creating a sense of community amongst distillers and the independent spirits industry in Canada is crucial because the industry is really only 10 years old. The idea is to build connections between distillers. If you’re an artisan distiller, you might be the only one in your town or one of just a handful in your city.”

Initially, Hamer thought his first goal – improving consumer awareness – could be achieved solely through CASC. “The competition brings a lot of attention to artisan distillers,” he said. “But we’ve also found that because of the written feedback from the judges, some of the distilleries entering the competition are more interested in the feedback from the judges than the actual medals!”

To further best practices and community development, in 2018 Hamer decided to create the ADC Conference and Trade Show. The inaugural event launched in 2022, with this year’s event taking place on Oct. 23 and 24 at UBC Robson Square in Vancouver, B.C. It will include a full day of workshops alongside more traditional conference seminars, panels and plenary programs. “There’s something for people in every part of the spirits business,” said Rooke. “You have hands-on, deep-dive workshops alongside programming that provides a bird’s eye view of what’s going on globally.”

Including trade show exhibitors, the 2022 conference drew nearly 150 attendees from across the country. This year, Hamer expects to see more distilleries from the Maritimes, Quebec, and Ontario attending, especially if they move the conference and symposium to different provinces in the years to come. “We’re not aiming for dramatic growth, but we know we’ll grow,” said Hamer.

Orchestrating keynotes and networks

This year’s conference taps renowned experts and speakers to share their learned experience with Canadian distillers. “I’m excited about the keynote speakers,” Hamer said. “At the conference, we have Matt Hofmann doing the conference’s keynote. He’s the co-founder of Westland Distillery and we’re really excited because [Hofmann]’s a superstar in the distilling industry.”

Rooke says Hofmann opened Westland Distillery in 2010, becoming one of the United States’ top artisan producers of the American Single Malt Whiskey style of distilling. “Hofmann has created a new category in the United States – American Single Malt Whiskey is a category just like bourbon or scotch or anything else,” she said. “He’s relatively young, so this is a person whose just an icon and a total pioneer in North American whisky production in the modern age.”

There is something for people on every level. You have those deep-dive workshops, the conference and then the symposium, which is for anybody involved in this industry to discover a bird’s eye view of what’s going on globally.

Charlene Rooke, Artisan Distillers Canada

Beyond the expert speaker and panelists at the ADC Conference, Hamer says networking is essential to the event. “You see things happening like people sharing barrel sources, recipes, concepts, marketing strategies,” he said. “In addition to the formal opportunities offered at a conference, so much happens just talking to the person next to you. Even at lunchtime, we ask our speakers if they can hold subject matter tables. For example, if someone was an expert on barrel management, we would put a little sign on the speaker’s table, prompting attendees to ask questions, sit and discuss that subject, or simply meet a new friend.”

Rooke said, “I think a conference like this is really important for just bringing people together and recognizing that they are starting to form a powerful community in Canada.”

She says provincial laws and local regulations, raw materials, equipment availability, power and water expenses can affect distillers differently, so creating a fellowship of distillers across Canada will positively impact the industry as a whole. “These things have huge impacts on how they operate, so we are trying to connect the dots for the distillers,” she said. “Often when they learn from colleagues in another region, it will give them fresh ideas and strategies on how they can operate their business.” She says the conference’s seminars and panels will touch upon real-world solutions facing smaller craft distillers.

Seminars, panels and workshops

“Some craft distillers are really struggling and so one thing we are striving for this year is to give them some strategies,” she said. “Whether that means seminars on operating more efficiently or offering them some inspiration around the idea of new product development or freshening up their brand, we want to help them keep their shelf presence and realize their market potential.” Rooke says the ADC team sources some seminar and workshop inspiration from ADC’s Facebook page, giving the conference a grassroots approach to boosting the industry. 

“What is on people’s minds? What are their pain points? What are they struggling with? Because being a small business person is not an easy job. They deal with an industry that is very compliance heavy and has a lot of levels of permitting what is required,” Rooke said.

She said the workshops and conference provide “a little bit of community, a little bit of education and some inspiration for these small business people to have the best chance at success. If they are already running a successful business, then these opportunities can give them some inspiration to take their business to that next level.”

Marketing their product can be a massive hurdle for artisan distillers and Hamer says the conference has two panels on the topic as a response.  “One is how to get your spirits to market, led by a distributor,” he said. Another panel is a case study on the successes, failures and challenges of performing a complete rebrand of your distillery and products. “It includes a distillery and a branding company talking about doing a rebrand,” said Hamer. “This is a case study because they went through this process and you don’t do something like that unless you feel there is a need – and they felt like there was a need.”

The Canada Whisky Symposium

This year also marks a programming expansion, with the addition of a separate event – and a third day – dedicated to whisky production. The Canada Whisky Symposium will follow immediately after the conference at UBC Robson Square on Oct. 25. “While each event is separate and distinct, we anticipate many people will want to attend both events,” said Rooke.

Hamer says he intentionally gave the dark spirit its own event to attract both small and big-name distillers who might feel whisky may not get the attention it deserves from the ADC Conference. “Despite being one of the major whisky producers, Canada lacks an industry event for whisky. Ultimately, this is what I want the symposium to be – the flagship event for whisky based in Canada,” Hamer said. “It’s about more than just artisan production. We wanted it to be about all kinds of whisky production around the world.”

You see things happening like people sharing barrel sources, recipes, concepts, marketing strategies. In addition to the formal opportunities offered at a conference, so much happens just talking to the person next to you.

Alex Hamer, Artisan Distillers Canada

“The Canada Whisky Symposium is for everybody,” said Rooke, who will also fill the role of director of programming. “It works if you’re a small distiller and want to get inspired about what’s happening globally, and it works if you’re one of the big players and want to get together with colleagues and hear some big industry names share their process.”

The growing interest in whisky globally has also become a significant indicator that a symposium could bring new energy to the industry. “Whisky has a lot of cachet. Eighty-five per cent of the smaller distillers that I talk to want to make whisky. That is the objective. That is the goal,” said Davin de Kergommeaux, the symposium’s founder and the chair of its judging panel. “They make white spirits along the way for a quick cash flow because it takes a long time for whisky to become profitable. Yet, it seems to be what is bringing people into the distilling industry.”

Hamer met de Kergommeaux while partnering with him on the Canadian Whisky Awards, which de Kergommeaux founded in 2009. de Kergommeaux has written about whisky for over 25 years and is the writer of Canadian Whisky, the Portable Expert; Canadian Whisky, The New Portable Expert and The Definitive Guide to Canadian Distilleries.

Rooke says that one of the goals of the symposium is to provide smaller Canadian distillers with the opportunity to plug into the network of larger, more established distillers in Canada. “We want them to get inspired by what is happening on a national and global level,” she said. de Kergommeaux agreed. “People don’t realize the benefits of networking until it starts to happen,” he said. “[Hamer] is creating opportunities for people in this industry to talk to one another.”

The keynote speaker for the symposium is Bill Ashburn, an industry veteran of 35 years and the master blender of Forty Creek, one of the top whisky brands in the country. “Forty Creek started as an artisan distillery many, many years ago and now they’re at the top of the Canadian whisky industry,” Rooke said. “Bill Ashburn is responsible for a lot of innovation in that category. So, this gives you another idea of how the Canada Whisky Symposium has a much bigger scope.”

Whiskey producers from America and Scotland, and experts on Irish whiskey will also showcase at the symposium. For more information on the ADC Conference and the Canada Whisky Symposium, visit conference.artisandistillers.ca and whiskysymposium.ca.