Capping off Canadian Whisky Week, the ticketed event will feature local heavyweights shaping the future of the spirit, including Dillon’s Small Batch Distillers, Forty Creek Distillery, Wayne Gretzky Estates, Harris Beach Spirits, Spirit in Niagara Distillery, as well as Niagara College’s Teaching Distillery, a living laboratory for students in the Artisan Distilling program.

Whisky consultant Ajay Bhardwaj, director of spirits at Iron Gate Auctions, will lead a guided exploration of the spirit, while students take the lead on hosting. Guests will have an opportunity to mingle with the producers for firsthand insight into the passion behind the pour. Andrea Fujarczuk, professor at Niagara College’s School of Wine, Beer and Spirits, noted that the event is about advocacy as much as appreciation.

“For Niagara College, this event provides our students with a platform to lead the conversation on Canadian whisky,” said Fujarczuk. “Historically, our national spirit has not always received the spotlight it deserves. Through this event, we are reclaiming that narrative, supporting our local artisans and building a stronger and more connected industry for the future.”

Artisan Distilling students are fully immersed in the initiative. As part of a Canadian Whisky Week learning experience, each student was paired with a local distillery to conduct deep-dive research into the brand, preparing to introduce their products to guests for the evening event. For Artisan Distilling student Tanner Cuthbert, the event represents a “full circle” moment. A St. Catharines native and former high school teacher, Cuthbert pivoted to Niagara College’s Artisan Distilling program to turn a long-standing interest in history and mixology into a new career.

“Learning distillation science through practical applications has helped me to retain a deep knowledge and understanding of distillation methods and techniques,” said Cuthbert. “I am looking forward to meeting and working with local whisky producers who have built a reputation for Niagara Whisky on both a national and international scale.”

Fujarczuk emphasized that industry exposure is vital for students. “This event is a massive win for our students because it gets them out of the lab and directly into the heart of the industry,” said Fujaczuk. “They are working side-by-side with the best distillers in the region, building the kind of professional connections that usually take years to develop. It’s a hands-on lesson in market trends, regional styles, and high-level networking.”

Distinct regional spirit

The event highlights Niagara whisky’s unique position, often set apart by a ‘wine country’ finish where barrels previously used for award-winning wines impart smooth notes of honey, apricot and dark fruits. “While the wine and beer sectors in Ontario have incredible community support, the distilling world is still finding its voice. We are holding this event to change that,” said Fujarczuk. “It is about more than just a celebration; it is about building the same kind of powerful, community-driven force that has made Niagara famous for its wine.”

Students will also present Stout Cask Whisky from the College’s Teaching Distillery. Head distiller David Dickson described the spirit as a nod to tradition with an innovative twist. “It has a stronger focus on rye grain and blending – two of the signatures that we feel best represents Canadian whisky,” said Dickson. “We want our students to be able to leave Niagara College with the ability to enter into the distilling industry anywhere and thus have an ability to follow tradition as well as be comfortable innovating.”

Industry applause

Local industry representatives are cheering the initiative. “I’ve always loved having the Artisan Distilling program right here in the heart of Niagara! To see students start on a similar journey as I did almost 23 years ago, there’s a bounty of opportunity out there for them to learn and create their own paths within the industry,” said Tim Wilson, master distiller at Dillon’s Small Batch Distillers.

Chris Thompson, national brand ambassador for Forty Creek Whisky, noted that nearly a third of early Canadian whisky production originated in Niagara. “While deeply rooted in the wine industry, our rich, local whisky history pre-dates the wine industry,” said Thompson. “Niagara whisky today is still carving out its exciting and flavourful niche and proudly continuing our regional legacy with exceptional, award-winning expressions worth trying.”

Top whiskies of the year

Canadian Whisky of the Year

J.P. Wiser’s 24 Year Old Canadian Whisky

Canadian Whisky of the Year

J.P. Wiser’s 24 Year Old Canadian Whisky

Blended Whisky of the Year

Wayne Gretzky Distillery Maple Cask Finish Canadian Whisky

Corn Whisky of the Year

BEARFACE Triple Oak Whisky

Rye Whisky of the Year

Wild Life Distillery Cask King of the North Rye Whisky

Single Malt Whisky of the Year

Macaloney’s Distillery The Peat Project: Harvest Coast

Cream Whisky of the Year

Forty Creek Cinnamon Bun Cream Liqueur

Flavoured Whisky of the Year

Crown Royal Chocolate

Best Barrel Finished Whisky

Bridgeland Distillery Glenbow Single Malt, Porta-Rossa Cask Finish

Category standouts and special mentions

The awards also highlighted exceptional whiskies in specialized categories:

Best Cask Strength Whisky

Sons of Vancouver Distillery ‘The First Crack of a Creme Brulee’ Cask-Strength Wheated Rye

Best Limited Expression & Best Whisky Aged Over 15 Years

Pike Creek 22 Year Old PX Cask Finish Canadian Whisky

Best Single Barrel Release

John Sleeman & Sons Spring Mill Distillery Wine Cask Aged Single Malt

Best Whisky Aged nine to 15 Years

Two Brewers Yukon Single Malt Whisky Two Brewers Release 47

Award of Excellence in Product Innovation

Macaloney’s Distillery The Peat Project

Industry and media recognition

In addition to liquid honours, the awards also celebrated contributions to the broader whisky community:

Canadian Whisky Producer of the Year

Sons of Vancouver Distillery

Award of Excellence in Sustainability

Two Brewers

Best Whisky & Spirits Writer

Reece Sims

Best Whisky Broadcast/Podcast/Video Series

Unpoured Perspectives

Canadian Whisky Lifetime Achievement Award

Bill Ashburn, Forty Creek

Founders & Chair’s Select Awards

Honourary acknowledgements for long-standing contributions to the Canadian whisky community

Poured Canada congratulates all of the winners and nominees whose dedication and creativity continue to elevate Canadian whisky on the global stage.

The announcement follows the 2025 release of Niagara Triple Reserve, Forty Creek’s bold cask-strength expression crafted through a triple-barrel process and finished in Niagara Cabernet wine casks. Together, these two landmark whiskies showcase Forty Creek’s relentless pursuit of innovation and its unique ability to push the Canadian whisky category forward while staying true to its roots.

Forty Creek Chronology

Blended from whiskies spanning every decade since Forty Creek was founded in 1992, Chronology is built on a remarkable 31-year-old barley malt from the brand’s very first casks. To this, master blender Bill Ashburn added a 20-year-old corn whisky from the early 2000s, a 10-year-old rye from the 2010s and a corn whisky from the present day.

Together, these rare spirits form a whisky that is layered, complex and harmonious, a pinnacle of Forty Creek’s innovation and craftsmanship. Chronology, presented in a premium display box designed to showcase its story, is a celebration of Canadian heritage and craftsmanship: a rare release that honours the past while setting the stage for the future.

Forty Creek Niagara Triple Reserve

As only the second cask-strength whisky ever released by Forty Creek, Niagara Triple Reserve is a rare and highly anticipated addition for collectors and whisky enthusiasts. With its layered, evolving flavour, Niagara Triple Reserve continues to spark conversation and strong opinions within the whisky community.

Both Niagara Triple Reserve and Chronology hold special significance as they will be among the last limited-edition whiskies overseen by Ashburn, who will retire at the end of the year. Over a career spanning more than four decades, Ashburn has shaped Forty Creek’s reputation for innovation, creativity and quality.

“As I prepare to close this chapter, I’m proud to leave behind two whiskies that capture the spirit of discovery and craftsmanship that defines Forty Creek,” said Ashburn. “Both Chronology and Niagara Triple Reserve tell a story of where Forty Creek has been, and where Canadian whisky can go.”

Born in the heart of Ontario’s Niagara region, Forty Creek continues to pioneer new possibilities in Canadian whisky. From early limited releases like Double Barrel and Confederation Oak to groundbreaking experiments such as Master’s Cut, the brand has redefined what Canadian whisky can be. Limited quantities of Forty Creek Niagara Triple Reserve are available at select retailers across Canada, priced at $94.95. Representing a true collector’s release with just 2,208 bottles available worldwide, Chronology is priced at $299.95 with select retailers across Canada.

For more information, please visit fortycreekwhisky.com.

“For me, the pleasure of making whisky is in trying to push the boundaries, trying to do things differently and trying to find new flavours and expressions. I’ve been fortunate enough to do that with the team at Forty Creek,” said Ashburn.

Ashburn began his career in the wine industry over four decades ago, before moving to Reider Distillery in 1987, the location that would later become Forty Creek. Throughout his tenure, his relentless curiosity and pursuit of excellence pushed the bounds of what Canadian whisky could be, establishing Forty Creek as one of Canada’s most celebrated whisky brands.

A pioneer in the industry, Ashburn’s unique approach to grain-specific blending and barrel aging trailblazed a new path for the industry. In 2000, Forty Creek’s inaugural whisky, Barrel Select, launched under Ashburn’s direction, quickly became a best-selling product and set a new benchmark for quality in the industry. Ashburn’s portfolio is a testament to his creativity and mastery in the field, from the launch of Barrel Select to annual limited-time offerings and groundbreaking innovations like Confederation Oak.

Other limited-edition blends like Double Barrel proved so popular they became permanent offerings. His work has been celebrated on the national and international stages, including Canadian Master Blender of the Year and Whisky Maker of the Decade.

“Bill’s legacy is woven into every bottle we produce,” said Doug Costantini, general manager, Campari Canada. “His dedication, innovation and mentorship have left an indelible mark on our team and the Canadian whisky industry at large. We are deeply grateful for his contributions and look forward to carrying on the time-honoured traditions of craftsmanship, quality and innovation that he established within our walls.”

Ashburn’s final release as Master Blender will be unveiled later this year, acting as a tribute to his historic career and capturing the essence of his decades-long body of work. As Forty Creek ushers in a new era, the distillery remains steadfast in continuing Ashburn’s legacy, reiterating Campari Group’s commitment to the Grimsby plant and proudly producing Forty Creek in Ontario. Mentored personally by Ashburn, the innovation team will continue to push boundaries with bold, complex blends that reflect the brand’s commitment to creativity and excellence.

Meanwhile, the blending and quality teams will ensure that every bottle of Barrel Select tastes the same as when Ashburn first crafted it in 2000.

Initially established in 1972 by Otto Rieder, the distillery was later acquired by John Hall in 1992. That same year, Hall re-opened the facility as a combined winery and distillery called Forty Creek, with the first Forty Creek whiskies hitting the market in the year 2000. In 2012, the winery was divested, and the focus turned to whisky.

Bill Ashburn, Forty Creek’s master blender, has been a part of the brand’s journey since 1987. Prior to Forty Creek, Ashburn had gained extensive experience in aged products, blending and product development while seconding the winemakers at an Ontario winery. He made the transition to distilling, pursuing his lifelong passion for distilled spirits.

Ashburn had the opportunity to learn the spirits blending process from start to finish under the guiding hand of a knowledgeable German master distiller. Six months into distilling, he had an “Aha!” moment – he was given the chance to run the stills on his own on the overnight shift and immediately felt a connection to the work.

He is passionate about uncovering new flavours and creating taste experiences that push the standards of Canadian whiskies to new heights. Each whisky Forty Creek offers is artfully crafted to the perfect blend. From carefully blending different batches to match each whisky’s classic flavour profile to creating an altogether new expression, Ashburn maintains the standard for these unique processes which set Forty Creek apart in the market.

When asked what his favourite product to enjoy is, Ashburn shared that his go-to is always Forty Creek poured over a single cube of ice. However, he also divulged he is known to enjoy a little bit of Forty Creek Original Cream in his hot chocolate or the Forty Creek Barrel Select with lemonade.

Using both traditional pot and column stills in the production of their spirits, one of Forty Creek’s key pieces of equipment is the oak barrels for their maturation program. Forty Creek specifically is a barrel-to-blend whisky. This means they focus on the innovative use of wood and artful blending to create a smooth flavour.

Typically, the distillation process is a single or double pass. The process begins with blending different batches of whisky from separate barrels into one product. Using mostly American White Oak, the barrels are a mix of new and seasoned ex-bourbon barrels mostly from Wild Turkey, Forty Creek’s sister company in Kentucky. They also have a limited number of Canadian Oak Barrels that are used specifically for Forty Creek’s Confederation Oak Reserve that were sourced from the Canadian Oak Barrel Company.

Each batch is carefully tasted and compared to ensure the whisky strikes the perfect balance of flavours and aromas before it is bottled. Whiskies can take years or even decades to mature. Each September, Forty Creek announces a special release.

No stranger to the podium, Forty Creek is a well-awarded brand, receiving a Gold Medal at the 2024 Canadian Whisky Awards for Forty Creek Barrel Select, and a Gold Medal from the 2023 San Francisco World Spirits Competition for Forty Creek Cherrywood Reserve.

The Gold Medal from the 2023 Global Masters Awards for Forty Creek Barrel Select is the award Ashburn is most proud of because a product that has been in the market for over 23 years and continues to win gold medals at international competitions is quite the feat. Another noteworthy product line is the Forty Creek Creams, with all three products, Original Cream, Nanaimo Bar Cream and Butter Tart Cream, winning at the Canadian Whisky Awards for seven of the last eight years. Sold across Canada, Forty Creek can also be found on shelves in the U.S. and select Asian countries.

In 2014, Campari Canada acquired Forty Creek, quickly becoming one of its cornerstone brands. Other brands under Campari Canada include Appleton Estate Rum, Grand Marnier, Campari, Aperol and SKYY Vodka, to name a few.

Campari Canada’s leadership is comprised of senior industry management across marketing, sales, trade marketing, human resources, finance and supply chain management. Campari Canada continues to evolve their product portfolio while ensuring that the existing product range remains consistent for their customers.

There was perhaps no better choice for who should write this guide, which is more or less a love letter to Canadian whisky, than whisky expert Davin de Kergommeaux.

“Handles, mickeys, shots, or drams, no matter what its measure, Canadian whisky is a story of Canada,” Kergommeaux tells his readers in the Introduction, a theme carried throughout the entire book.

Canadian Whisky, Updated and Expanded (Third Edition): The Essential Portable Expert was originally published in 2012. In this fully updated edition, Kergommeaux covers everything a whisky enthusiast or the curious passerby could want to know, from how Canadian whisky is made, to the history of legacy distilleries across the country, to tasting techniques. From Introduction to Epilogue, Kergommeaux “tells the story of Canadian whisky by taking the reader inside the bottle, the distillery, and the marketplace.”

He starts with the basics. In Section One: The Substance of Canadian Whisky, Kergommeaux guides the reader through two of the most important ingredients in Canadian whisky: grain and water. Kergommeaux plants the reader on the Canadian Prairies to explore the wheat, corn, rye grain and malting barley typically used to create Canadian whisky. From there, Kergommeaux delves into Section Two: How Canadian Whisky is Made, which divides the process into four key parts: Processing, Distilling, Maturing and Blending.
In this new edition, Kergommeaux has added over 100 new tasting notes for Canada’s top whiskies, such as Forty Creek Barrel Select and Crown Royal Fine De Luxe, from legacy bestsellers to micro distilleries.

While the history of Canadian whisky makes up the bulk of the book, readers who don’t typically pick up history books should not let that dissuade them from Canadian Whisky – by weaving extensive research, historical fact and anecdotes from master blenders and distilling family royalty, Kergommeaux tells the engaging story about how Canada came to be through the lens of Canadian whisky.

A testament to Kergommeaux’s care for the craft, the inside cover of Canadian Whisky includes a map showing traditional and “lost” (as in, no longer functioning) distilleries across Canada, and the back inside cover includes a map of artisanal Canadian distilleries.

Whisky enthusiasts, industry experts and any curious reader would surely benefit from Canadian Whisky, Updated and Expanded (Third Edition): The Essential Portable Expert, to delve into the history of Canadian whisky and ultimately gain a better understanding of – and appreciation for – how Canadian whisky is made. 

For more information on Canadian Whisky, visit canadianwhisky.org.

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.

The importance of strong branding

A strong brand is essential for success in the beverage alcohol market. Branding encompasses everything from the name and logo of the product to the packaging, advertising and promotional materials. A well-crafted brand creates an emotional connection with consumers, making them more likely to choose that product over others. For Bry Simpson, national brand ambassador at Moët Hennessy, an alcohol brand must have a strong brand story if it is to break into the Canadian market.

“Recently, there has been a trend where brands aim to be seen as high-quality from the beginning by sharing a compelling story, usually about a specific person that is a part of their team. They do not focus too much on the place where the product was made, but they are still receiving praise from enthusiasts and making good sales. It is interesting to see how companies are diversifying their products, not by changing how they make them, but by having a unique story to set them apart from their other products,” he said.

The Canadian company Lot 40 is a prime example of a beverage alcohol brand that has successfully differentiated itself through strong branding. Lot 40 is a premium Canadian whisky that has become a household name in Canada, due to its unique flavour profile and distinct packaging. The brand has leveraged its Canadian heritage to create a strong emotional connection with consumers, and its commitment to quality and authenticity has helped to build a loyal following.

In addition, they have diversified their product portfolio to include different types of whisky and limited-edition releases, which have helped to create buzz and excitement among whisky enthusiasts. Its success highlights the importance of branding, marketing and diversification strategies in Canada’s competitive beverage alcohol market.

“We have invested a great deal of time developing the Lot 40 brand to be more than just a great whisky, but also a lifestyle brand that consumers can relate to and connect with on a deeper level,” said Dave Mitton, global ambassador for the brand.

As the beverage alcohol market in Canada becomes increasingly competitive, brands need to differentiate themselves through strong branding, marketing and diversification strategies. One effective branding strategy is to tap into the cultural identity of Canadians, while another is to demonstrate a commitment to sustainability and environmental responsibility, as exemplified by Molson Coors.

Sustainability as a branding strategy

One of Molson Coors’ significant sustainability achievements is the reduction of its water usage in Canada. The company has set ambitious water reduction targets, and through innovative technology and efficient processes, it has reduced water usage by over 22 per cent since 2012. Furthermore, Molson Coors has partnered with local communities and organizations to protect watersheds and promote responsible water usage practices.

The company has also taken steps to reduce its greenhouse gas emissions in Canada. Molson Coors has invested in renewable energy sources, such as wind turbines, solar panels and biomass boilers, to power its breweries.

“At Molson Coors, we are dedicated to constructing a sustainable future and recognize that it is our duty to safeguard the environment and preserve natural resources. We are pleased with the advancements we have made in the areas of sustainable packaging, renewable energy and water conservation. Working with our partners and stakeholders to improve the environment and the communities where we live and work, we will continue to advance sustainability in Canada,” said Frederic Landtmeters, CEO of Molson Coors Canada.

Véronique Gonneville, communication director Canada at Moët Hennessy, also emphasizes the importance of addressing eco-consciousness and ethical production for alcohol brands on the Canadian market.

“We also understand that we also need to do our part to reduce our overall environmental footprint. We have been doing this by eco-designing our packaging and marketing assets within an overall circular economy strategy, opting for low-carbon transportation, improving energy efficiency, accelerating the roll-out of renewable energies across our maisons, and reducing and recycling our waste. Most importantly, we involve our suppliers and partners at every phase of the value chain, from grapes and crops to communication and client consumption,” said Gonneville.

Tapping into cultural identity

Another successful branding strategy in the beverage alcohol industry is to tap into the cultural identity of Canadians. Brands that celebrate Canada’s heritage, landscapes and local ingredients have been able to differentiate themselves and create a sense of pride among Canadian consumers. For example, Moosehead Breweries leveraged its status as the oldest independent brewery in Canada and its use of local ingredients in its beers to create a strong brand identity that resonates with Canadian consumers.

The importance of marketing

In addition to branding, marketing is also crucial for success in the beverage alcohol market. One effective marketing strategy is to engage with consumers through social media and influencer partnerships. Social media platforms such as Instagram and Twitter provide a stage for brands to showcase their products and connect with consumers in a personal and interactive way. Influencer partnerships, in which brands collaborate with popular social media personalities to promote their products, can also be effective for reaching a wide audience.

For Maria Sutton, group marketing manager at Campari Canada, which owns various Canadian spirits brands including Forty Creek and Ungava Gin, keeping up with social media trends is crucial.

“I always use social media as my culture thermostat, people are hyper-connected and never shy to share their opinions. On top of that, I have access to a lot of industry and market research, and I try to stay up to date at least with the newsletters of top insight outlets like WARC, IWSR, Mintel, etc.

No matter the agenda of the day, I make sure to dedicate the first 30 minutes of my day to read the news, industry headlines, and at least two or three industry articles. I find this exercise a good routine to stay up to date with the world and trends,” she said.

Hosting events and experiential activities is also an important step to follow for brands that care about keeping their buzz going. Unique and memorable experiences can create a sense of excitement and buzz around their products. For example, in 2019, Absolut Vodka launched a pop-up bar in Toronto that used facial recognition technology to recommend cocktails based on the customer’s mood. This innovative experience generated significant media attention and helped to build the brand’s reputation as a leader in innovation and technology.

Expanding product portfolios

In addition to branding and marketing, diversifying product portfolios has become an increasingly important strategy for beverage alcohol brands in Canada. Diversification involves expanding the range of products offered to include different types of beverages, flavours and packaging formats to appeal to a wider range of consumers.

One trend in Canada’s beverage alcohol industry is the rise of hard seltzers, which are low-calorie, flavoured alcoholic beverages that have gained popularity in recent years, particularly among younger consumers. Brands such as White Claw and Truly have become household names in the United States, and Canadian brands are starting to follow suit. For example, in 2020, Molson Coors launched Vizzy, a hard seltzer brand that uses real fruit juice and antioxidant vitamin C to appeal to health-conscious consumers.

Jazzing up product portfolios to appeal to a broader range of consumers, has been a successful brand diversification strategy. It is essential for companies to keep up with changing consumer preferences, emerging trends and new technologies to remain competitive. The beverage alcohol industry has witnessed significant changes in recent years and companies that can leverage these shifts to their advantage can create new opportunities for growth.

The beverage alcohol industry is dynamic and constantly evolving, and companies that can adapt, innovate and prioritize sustainability will be the ones that succeed.