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StateWays ■ www.stateways.com ■ January/February 2016 18 CANADIAN WHISKY NORTHERN LIGHTS Canadian whisky attracts a younger audience with fl avors and emphasis on rye. BY THOMAS HENRY STRENK "In this neck of the woods, Canadian whiskies have always been very strong sellers," says Ted Farrell, president of Haskell's Inc., a wine and spirits retailer based in Minneapolis. "I don't know if it's our proximity to the border, or our love of hockey or what." He cites best- sellers like Windsor, Canadian Mist and Crown Royal. Canadian whisky typically appeals to older consumers, says the retailer, who notes that fl avor innovations like apple and maple may be breeding a new, younger con- sumer for Canadian. Canadian whisky is one of the largest whiskey catego- ries, with a long history and tradition. So far the rising tide of consumer interest in brown spirits has not lifted the Canadian category. However, the whisky boasts a number of advantages—it's easy-going, mellow-smooth, mixable and has rye on its side. Canadian producers are working to communicate that story to American consumers. Lately there has been a lot of product churn, with new expres- sions from established brands, innovations on the super- premium end, rye-based expressions and a successful pro- liferation of fl avored whiskies. Proponents are betting that Canadian will be the next big thing. ROOM FOR GROWTH "I love Canadian whisky and I think that is the next market where we are going to see large growth," declares Ewan Morgan, Diageo's National Master of Whisky in the U.S. The company sells more than 5 million cases of Crown Royal each year. "There are some amazing Canadian whiskies out there," notes Morgan, who adds, "That will be the next thing to catch the interest of bartenders and whisky geeks." "Canadian Whisky has a long, storied history and once sat atop the whiskey category in the United States. As more consumers come into the category, there is a great opportunity for Canadian Whisky to be rediscovered," says Kevin Richards, Marketing Director — Whiskeys and Specialty Brands for Sazerac Co. "We believe that Canadian whisky is all about the art of blending," Richards says about the brands' messaging. During education events, Master Blender Drew Mayville explains to consumers and retailers that distilling is a sci- ence while blending is an art. "The end result, we be- lieve, is as compelling as the fi nest Bourbons or Single Malts," he adds. At 16.3 million 9L cases sold in 2014, according to the Distilled Spirits Council (DISCUS), the Canadian seg- ment is second only to Bourbon in the U.S. market, and far surpasses malt Scotch and Irish. Volume, however, was down 1% in 2014, with the most positive growth coming from the high-end premium, up 11.2%. "We are seeing more new premium Canadian whis-