Introducing the Artist in Residence Distillerie: A New Chapter for Whisky Lovers in Ontario

Whisky aficionados, raise your glasses as a new distillery emerges on the horizon in Hawkesbury, eastern Ontario. The Artist in Residence (AIR) Distillerie has officially opened its doors, marking the expansion of this innovative company, which already has a successful base in Gatineau. The vision behind this new location is crystal clear: to create locally crafted spirits that resonate with contemporary drinkers while embracing the unique heritage of Ontario’s whisky-making tradition.

Unveiling the newly opened Artist in Residence Distillerie in Hawkesbury.
Owner Pierre Mantha envisions a distillery deeply rooted in the local community. He shares, “I want this to be a local distillery. This will be the local Ontario distillery. You have an advantage when you’re in Ontario – for LCBO, it’s easier to get in. LCBO is the biggest spirits seller in the world. If you can do LCBO, I’m set up for anywhere in the world.” This strategic focus on local engagement is part of a broader trend in the spirits industry, where consumers increasingly favor products with a strong local flavor and backstory.

Beyond its immediate community, AIR Distillerie has ambitions to reach international markets, with plans for expansion into the United States in the pipeline. As part of its offerings, the distillery plans to produce distinctive spirits, starting with a smoked maple whisky, which Mantha describes as an approachable introduction aimed at attracting new whisky enthusiasts.

“I’m trying to bring the new generation to try something a little bit easier to drink,” says Mantha, affirming his commitment to crafting unique products that resonate with the evolving tastes of contemporary consumers.

Shifting Demographics in Whisky Consumption

The whisky landscape has experienced remarkable changes in recent years, drawing in a more diverse demographic. Mike Brisebois, founder of Whisky Wonderland and contributor to The Whisky Explorer magazine, notes, “It’s not just your dad or grandfather’s drink anymore. We’re seeing more 25- to 40-year-olds drinking whisky. Many women are jumping in that category and honestly are going to take over in terms of the interest of whisky as a whole.” This evolving demand reflects a broader cultural shift towards appreciating spirits in a more relaxed, social context, emphasizing the experiences that accompany whisky drinking as much as the drink itself.

“Whisky is more of that sense of relaxed notion of sitting back, enjoying a dram and not just rushing it. You’re having many of your guests over having conversations and just taking your time with it, and most people now are more interested in the story behind the whisky, the history behind it, the distillery itself, and then to the juice liquid.” – Mike Brisebois

The Importance of Local Ingredients

At the heart of AIR Distillerie’s ethos is its commitment to using local ingredients. Mantha proudly asserts, “Whisky is from grain to glass,” emphasizing his choice to incorporate locally grown corn into the whisky-making process. This choice not only supports local agriculture but also enhances the authenticity of his products, creating more intimate connections between the drinker and the land it comes from.

The investment in the distillery has not been small; it has required nearly $10 million in funding to get off the ground. With the whiskies expected to age in barrels sourced from Tennessee, there is a blend of global influence combined with local terroir, ultimately producing a product that is truly unique.

Crafting distinctive flavours at the newly established distillery.

While the distillery itself is not yet open for public tours, plans for future visitor engagement are under consideration, including a potential on-site store and restaurant as part of the distillery’s long-term growth strategy.

Making a Mark in the Marketplace

Mantha’s proactive approach means the first bottles have already begun reaching consumers. Deliveries to several LCBO locations have been executed successfully. Notably, the Ottawa area LCBO outlets—like Rideau and King Edward, along with the Orleans Tenth Line store—are now stocked with bottles bearing the distinct label of AIR Distillerie. As sales potential thrives, it stands to reason that the new venture could attract attention not only locally but across Canada and beyond.

The aging process is crucial for whisky development.

In an industry poised for resurgence, the emergence of AIR Distillerie reflects confidence in the appeal of curated experiences and handcrafted products. The spirit of innovation continues to flow through Ontario’s distilleries as they adapt to contemporary tastes and seek to create memorable whisky that honors tradition while paving the way for new generations of drinkers.

Conclusion: A Bright Future for Whisky in Ontario

The establishment of AIR Distillerie signifies a pivotal moment in Ontario’s Spirit Industry, where the past, present, and future converge. As they delve into crafting local spirits, this distillery aims to engage a vibrant community of whisky enthusiasts, ensuring that the legacy of whisky is not just preserved but also redefined. In this adventurous terrain of taste and community, the story of whisky continues to unfold, promising new flavors, experiences, and further exploration in the months and years ahead.