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Home , Canadian whisky, Master blender, Rye whiskey

BY Jeff Cioletti

ime to set the record straight about Canadian as the market on the southern side of the border is starting (Canadians, like the Scottish, leave out the ‘e’), to experience a surge. This is an important time to consider T one of the most misunderstood categories in all of options. spirits. And calling it a “category” doesn’t do it justice, as, Because the category as a whole is already well established, stylistically, whisky made in Canada can be a lot of things recent innovations in the direction of -focused bottlings, and is not easily pigeonholed. Fortunately, people are flavor infusions and ultra-premium offerings should merit the starting to get a bit better acquainted with Canada’s finest, attention of a solid audience.

Where is it Made? What is it Made from? Did you know? The initial distillate destined for Canadian Unlike the producers of many other types of There’s a common myth that U.S. whisky need not be distilled in Canada. In whisk(e)y, such as American rye or bourbon, Prohibition helped put Canadian whisky on fact, U.S. laws encourage the inclusion of Canadian distillers are not constrained by the map, but the opposite is actually true. American spirit in the mix. For a product to mash bill mandates. Where bourbon must The Canadian market suffered greatly from be called “Canadian whisky,” it must be be at least 51 percent corn and American its America’s abstinence, as its southern aged for at least three years in rye at least 51 percent rye, there’s no similar neighbor had been the largest market for within Canada’s borders. stipulation for Canadian whisky. Rye often the product when it was legal. And that has been among the grains used in the spirit, business vanished virtually overnight. but it’s often played a supporting role. As Bootlegging certainly was happening, but consumption of has exploded in the illicit business recent years, a number of Canadian distillers was minuscule have been making more rye-forward . compared with the legitimate trade that had suddenly disappeared. HOW is it made? HOW is it aged? Another key distinction is the manner in which the grains are distilled. In most other whisk(e)y- Some mature in new . Others age in producing countries, when the spirit’s mash bill includes multiple grain types, they’re blended previously used barrels, at the grain level. In Canadian whisky, each grain is fermented and distilled separately including those that once and then blended. This is why in Canada the is considered a higher title contained Bourbon, than . other Whiskies, So, for instance, a Canadian distiller would make a whisky that’s 100 percent rye, one that’s or Port are also all corn, another that’s all and one more that’s all . Those spirits are then blended, used. It all depends usually after a period of maturation, sometimes before ( is a notable exception on the desired that’s blended pre-maturation). The rye has much more influence on the overall flavor profile when flavor profile. blended at the spirit level.

Corn RYE Uniquely Canadian Fermented Fermented Maple as a flavor is naturally associated with Canada, and it happens to work quite well with whisky. Some are finished Distilled Distilled in toasted maple-wood barrels; these benefit from the fact that maple has very OR OR little tannic acid, reducing harshness. Others aged aged & BLended aged are blended with a dash of pure maple syrup, for a more overt flavor. Blended

What does it FUN FACTS TRENDS IN

taste like? More than two-thirds of Canadian whisky is CANADIAN WHISKY Time to put the notion of Candian whisky as exported to the U.S. “brown ” in the past. „ Beyond maple, apple, vanilla, peach and cinnamon are finding their way into „ If the product uses a lot of virgin oak Canadian Whisky. Some trace Candian whisky’s popularity here casks, it, like bourbon, will pull more of back to Prohibition, but it was actually began the flavor characteristics from the wood: during the Civil War, when many distilleries in vanilla, caramel, toffee, etc. the South shut down.

„ If there’s significant rye content, expect a lot of spicy, peppery, clove-like notes. Until 2010, Canadian was the best-selling „ Topping the Canadian whisky off with Drinkers also will detect a certain brown spirit in America; it is now second to bourbon or Sherry (perfectly legal). fruitiness and grapefruit-esque bitterness bourbon. in many types of Canadian whisky. „ Distinctive finishes; some distillers mature in new oak, „ One of the biggest myths is that It is a misconception that Canadians add neutral others in previously used Canadian whisky is not very flavor- spirits to their whiskies. WRONG. While this barrels, including those forward. While some of the entry-level occasionally happens in America, it’s not part of that have contained, whiskies are on the smoother side, the Canadian process. bourbon, other whiskey, many are downright robust. Port or Sherry. Canadian Selling Points

„ Consumer interest in world whiskies beyond Scotch, bourbon and Japa- nese is surging and Canada is one of Whisky Sour: The : : the countries leading in this space. Many bartenders have Combines whisky with Fernet The spirit also makes a „ Consumers have been falling in love favored Canadian Branca, demerera syrup and frequent appearance in the with American rye whiskey—it’s been whisky as the go-to base bitters. A recipe appeared in classic whisky highball, growing well into the double digits— for the Whisky Sour. the 1948 book “The Fine Art which marries the spirit with which has helped open of Mixing Drinks,” by David tonic, club soda, seltzer or the door for Canadian Embury. ginger . whisky, especially the ones with more rye- The Canadian Hot Toddies: forward flavor profiles. is a classic that combines Canadians are no strangers to „ There’s something for every level whisky with orange Curaçao, bitter cold in winter, so of whisk(e)y appreciator, from the simple syrup and , served in it’s no surprise that their local whiskies make dabbler to the connoisseur. Many an Glass with an orange zest ideal bases in hot toddies. A common recipe of the big-volume brands are very garnish. The drink appeared in the 1934 book, includes an ounce and a half of Canadian approachable and highly mixable, “Cocktail Bill Boothby’s World Drinks and How whisky, an equal volume of boiling water, a while the super-premium tier to Mix Them.” teaspoon of sugar and cloves. offers world-class whiskies for the discerning sipper.

„ Today’s consumers crave “authenticity”in products they Canadian Whisky numbers purchase; Canadian whiskies are synonymous with that concept, with their storied history, hand-crafted 1 Million heritage and folksy legends. 17.1 million = 9 Liter Cases 9 liter cases sold in 2016

Interested in Learning More? The definitive resource Share of all whisk(e)y Share of all spirits on the spirit is Davin volume in the U.S. volume in the U.S. deKergommeaux’s “Canadian Whisky: The 27.7% 7.8% Portable Expert.” Annual volume growth of Canadian whisky in U.S. +2.4%

Download Now at Annual growth of super- BeverageMedia.com 101 Tutorials on key categories to premium tier in the U.S. +9.3% improve your & Spirits Education SOurce: Distilled spirits council