A Bold Bet on Whisky: Pierre Mantha’s Vision for AiR Distillerie

Pierre Mantha is on a mission to make waves in the whisky world with his ambitious plans for the Artist in Residence Distillerie, or AiR, located in Hawkesbury, Ontario. With a hefty investment of over $10 million into this venture, including two copper-pot stills priced at around $400,000 each, Mantha envisions AiR becoming the largest distillery in the Ottawa area, producing an impressive 4,000 barrels of whisky annually, each holding 200 liters.

An inside look at the burgeoning AiR Distillerie.

In October, AiR took its first major step into the marketplace, delivering its inaugural batch of Mantha-branded smoked maple whisky to around 50 LCBO locations within an hour’s drive of Ottawa. This launch marks the beginning of Mantha’s goal to permeate the Ontario liquor market, aiming to expand distribution to over 200 locations across the province, pending successful sales performance. “We’re selling out at some LCBOs. I thought it was going to be tougher,” Mantha stated, reflecting on the encouraging initial sales figures.

However, the journey has not been without its hurdles. Mantha openly acknowledges the struggles and setbacks he has faced, quoting, “It’s been a shit show. This is tough. If I had known, I would have waited.” The alcohol industry has seen a downturn, with government guidelines recommending significant reductions in alcohol consumption. As sobriety gains traction in various social circles, the challenges for distilleries continue to mount.

Despite these obstacles, Mantha remains resolute. “It’s going to be a tough business for the distilleries for the next five years,” he notes, but he remains undeterred in his pursuit of success. After receiving $700,000 in loans from Investissement Quebec and the Quebec Economic Development Program, what started as a side project morphed into a serious venture, significantly driven by his entrepreneurial spirit.

AiR’s focus on whisky sets it apart from many distilleries that capitalize on the gin market. Their signature smoked maple whisky recently debuted in select LCBO stores at a price point of $35.

The distinct offerings from AiR Distillerie, a game changer in the industry.

Looking to the future, Mantha’s vision encompasses not just spirits but also creating a unique drinking experience. Plans for a restaurant and boutique liquor store are part of his broader strategy. With aspirations that stretch beyond Ontario, he envisions potential entry into the U.S. market. The diversification of AiR’s product line is key, as it aims to attract various consumer groups and ensure sustainability against the backdrop of a fluctuating market. As Mantha confidently declares, “I’m a hustler. I’ll make it work.”

In conclusion, although the road ahead is fraught with difficulties, Pierre Mantha’s unwavering ambition and strategic plans set the stage for AiR Distillerie’s potential to rise as a leading name in the whisky industry. The outcome of his bold bet remains to be seen, but the spark of innovation and determination is clear as he capitalizes on a growing interest in unique, quality spirits.

Stay tuned for more updates on AiR Distillerie’s journey and upcoming products.