Pincher Creek distillery eyes tourism boost under proposed whisky law

A provincial plan to create an Alberta whisky identity and develop a whisky tourism trail could bring more travellers through communities like Pincher Creek, where small distilleries are already building a foothold. (Unsplash/Dylan de Jonge)

A provincial plan to create an Alberta whisky identity and develop a whisky tourism trail could bring more travellers through communities like Pincher Creek, where small distilleries are already building a foothold.

At Lost Things Distillery, owners Jennifer Parker and Rachel Van Bussel are already seeing curious visitors and expect interest will grow.

“We meet people who are travelling from Calgary or Waterton or Europe or Eastern Canada that want to try some western gin,” Parker says.

“We’re still trying to get the word out and I think that the whisky trail and bringing awareness to artisan distilleries in Alberta would help with that.”

The provincial government introduced Bill 24, the Alberta Whisky Act, earlier this month.

It sets strict made-in-Alberta standards for whisky production, a move that could open new economic opportunities for rural communities.

“What we’re doing with the Alberta Whisky Act is simple,” says Service Alberta and Red Tape Reduction Minister Dale Nally.

“We’re making sure that when someone picks up a bottle labelled ‘Alberta whisky,’ they know exactly what they’re getting — something made right here, something they can trust and something we can all be proud of.”

Under the proposed law, whisky labelled as “Alberta whisky” must be produced entirely within the province using 100 per cent Alberta water and primarily Alberta-grown grains.

It must also meet strict quality standards including a minimum three-year aging requirement and tightly limited additives.

Participation in the designation is voluntary.

Tourism Minister Andrew Boitchenko says the legislation could support creation of a provincewide “whisky trail.”

“It’s an opportunity to encourage visitors to travel beyond major centres and explore rural communities. That means they stay longer and spend more money locally,” he says.

“We have a great product, but we didn’t market it in a way. This will give us an opportunity to showcase our product on the world stage.”

Nally points to the Kentucky Bourbon Trail, which draws millions of visitors every year and generates billions in economic activity, as a model.

Historic buildings renovated into tourist attractions draw customers for local bars, restaurants and hotels.

“What surprised us was the incredible impact of tourism from the Bourbon Trail,” he says.

“We saw first-hand these buildings that were pressed back into action, renovated and became tourist attractions so that people could come see how this product was made, participate in the samplings.”

For small producers like Lost Things Distillery, which focuses on gin and liqueurs made from regional ingredients, that kind of exposure could have broader benefits beyond whisky.

Van Bussel says highlighting Alberta-made whisky could elevate other locally produced spirits as well.

The Pincher Creek distillery, which has been operating for less than three years, sources regional ingredients like rhubarb, honey and wild juniper.

“We’re supporting local farmers, local producers, and I would love to see that continued emphasis on supporting local, small-produced products within the province,” Van Bussel says.

While Alberta has a long-standing reputation for whisky production, Parker says entering the market can be challenging for newer businesses due to aging requirements.

By law, whisky must be aged at least three years before it can be sold.

Even so, she says there is already visitor interest in locally made whisky, suggesting future opportunities as the business grows.

Beyond tourism, Alberta’s agriculture sector is expected to benefit from increasing demand for locally grown grain and decreasing reliance on exporting raw grain.

Agriculture and Irrigation Minister RJ Sigurdson says Alberta farmers already supply distillers in Scotland and Ireland.

“This legislation is about recognizing that and building upon it,” he says.

“When that industry grows, it creates more demand for our grain, which means an incredible opportunity for farmers and our rural communities.”

According to Alberta Gaming, Liquor and Cannabis, the province is home to 45 whisky distillers, the majority of them small craft operations in rural areas.

Several have earned national and international awards but officials say the industry has struggled to distinguish itself under broader Canadian whisky standards.

“We are still the best kept secret in the whisky industry,” Nally says.

“The purpose of this act is to help distinguish Alberta whisky and to tell the world about the amazing product that we have.”

The legislation will not affect pricing, retail access or the availability of whisky in the province.

With a goal of $25 billion in annual tourism spending by 2035, officials say experiences tied to local industries, such as distillery tours, can play a key role in reaching that target.

Somya Lohia, Local Journalism Initiative Reporter, Shootin’ the Breeze