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.