Smooth Innovator :
THE ALLURE OF CANADIAN WHISKY
by MELISSA DOWLING
Although bourbon has been the big story in North American whiskey , Canada has a long history of producing original and creative whisky . Given its close ties with Scotland ( hence the “ whisky ” spelling ), which brought distillation experience , and the country ’ s ample natural resources , such as high-quality grains and pure water sources , it ’ s no surprise that Canada became a whisky powerhouse .
Canada hasn ’ t shared in the modern whiskey resurgence , however , even though some of the biggest and best-selling brands are Canadian whiskies . But as the enduring bourbon boom continues to boost interest in brown spirits , more whisky fans might look to the Great White North for unique expressions with smooth and mellow character .
PHOTO CREDIT : © ARIELEON . PHOTOGROPHY - STOCK . ADOBE . COM
HEY BIG BLENDERS
Crown Royal , owned by Diageo , is by far the largest Canadian whisky brand , with a 42 % share of the market , according to The Beverage Information Group , the data partner of Cheers and Beverage Dynamics . Black Velvet , from Heaven Hill Brands , is second with a 9 % share , followed by Canadian Club ( Beam Suntory ), Canadian Mist and Rich & Rare ( both Sazerac Co .), which all claim a roughly 6 % share of the Canadian whisky market .
Other than being produced in Canada , what makes a whisky Canadian ? In a word , blending .
The production method involves careful blending of classic whiskey grains such as corn , rye , barley and wheat . In fact , Canadian whisky is often referred to as rye , since it was traditionally a prominent flavor in the mash bill . Rye adds a touch of spice to the whisky , balancing the sweetness of corn , the complex notes from barley and the smoothing properties of wheat .
Canadian whisky must age for minimum period of three years in oak barrels . But unlike with bourbon production , the casks do not have to be new barrels , so whatever was in the barrels first will contribute to the whisky ’ s flavor development and character over time .
“ Because Canadian whisky is aged in used barrels , it is generally known for having a light , smooth taste profile ,” says Max Gerdes , brand manager for Heaven Hill . “ This makes Black Velvet whisky a very approachable option for those just getting into whisky — it is great as a light sipper or mixed into a cocktail .” Heaven Hill acquired Black Velvet from Constellation Brands in 2019 .
Distillers in Canada have the leeway to experiment with various grain combinations and barrel finishing , which results in creative expressions . Canadian whisky also tends to be a considerable value compared with Scotch and many aged bourbons .
STAGING A COMEBACK
Despite the advantages and appeal , the Canadian whisky category has struggled in recent years . After more than five years of consecutive annual growth , volume consumption for Canadian whisky contracted 1.6 % in 2022 , ending the year at 17.4 million 9-liter cases , and then fell 3.1 % in 2023 , according to estimates from The Beverage Information Group .
This makes Black Velvet whisky a very approachable option for those just getting into whisky — it is great as a light sipper or mixed into a cocktail .
MAX GERDES , BRAND MANAGER FOR HEAVEN HILL .
4 2024 SPIRIT OF CANADA