Spirits Canada is the only national trade association representing the interests of the Canadian Distilled Spirits Industry. Member companies of the Association represent more than 90 percent of domestic spirits production and include, Alberta Distillers, Bacardi Canada, Beam Canada, Canadian Mist, Constellation Spirits, Corby, Diageo, Hiram Walker & Sons, Kruger Wine & Spirits, and the Peter Mielzynski Agencies.

Canadian spirits manufacturers are primary food manufacturers taking local cereal grains and transforming them into high-value consumer goods. The industry is reliant on abundant cereal grains, fresh water, energy efficiency, effective distribution networks and discerning consumers.

The Canadian Spirits Industry is also an international leader in the promotion for the RESPONSIBLE and MODERATE consumption of beverage alcohol. The Association works closely in partnership with alcohol interest groups, enforcement agencies, including police forces and border and custom agents, hospitality and retailers to educate consumers with a goal of minimizing the misuse or abuse of alcohol.

SIGNATURE PRODUCT
The Canadian Spirits Industry’s foundation is Canadian Whisky – its signature product. Sometimes taken for granted in its home market, Canadian Whisky is well appreciated in markets around the world and is the best selling whisky in the United States. Iconic Canadian Whisky brands such as Canadian Club, Canadian Mist, Black Velvet, Crown Royal, Gibson’s and Wiser’s are some of Canada’s most respected brand Ambassadors.

Canadian Whisky is a protected Geographical Indication or distinctive product of Canada and is recognized and protected as such not only in Canada but also in many of Canada’s major trading partners including the United States, Mexico and the 27 members of the European Union. Where a consumer sees “Canadian Whisky”, he or she can be certain that the contents conform to the quality definition standards incorporated under Canada’s Excise Act and Food & Drugs Regulations.   

An important role of the Association is the protection of the term Canadian Whisky (and other legitimate spirits terms) from misuse by unscrupulous producers attempting to unfairly trade-off on the quality heritage of the Industry. The timely enforcement of intellectual property rights is a critically important factor not only within the legal field but, it is also the corner stone behind the commercial value of all consumer brands.

ASSOCIATION GOALS
In Canada, and in most developed countries, the manufacture, distribution, marketing and sale of beverage alcohol, is amongst the most highly regulated of business activities.

A key goal of the Association is to encourage federal and provincial regulators to ensure adoption of a regulatory framework that helps support and grow the Industry at home and internationally, respects adult spirits consumers and maximizes economic activity.

Historically, this has meant advocating for the opportunity to communicate directly with our consumers through the media and other means, to be available on the same store shelves as competing beer and wine products, to be purchased on Sundays or with credit and debit cards. Today, each of these normal business practices seems self-evident, yet were vigorously opposed by some special interests.

Progress has been made over recent years in better calibrating the desires of adult consumers for reasonable and convenient access with the broader societal interest in minimizing any harm associated with irresponsible use.

A landmark in the development of a modern and balanced approach to alcohol regulation was the 2007 multi-stakeholder consensus recommendations for a National Alcohol Strategy Report “Reducing Alcohol-Related Harm in Canada” Toward a Culture of Moderation”. Key recommendations of the working group include:

1) Develop national alcohol drinking guidelines;

2) Adopt consumer labels that identify the number of standard drinks;

3) Develop brief intervention and referral strategies for at risk consumers;

4) Implement server-training programs;

5) Adopt minimum pricing policies; and

6) Focus DWI initiatives on high-risk drivers with a BAC > 0.15 percent.

The implementation of such measures by appropriate authorities will assist in ensuring the minimum inconvenience for the vast majority of consumers who enjoy their favourite drinks in a responsible manner while continuing to reduce the harmful effects of misuse.  

ISSUES TO ADDRESS
Reflecting the evolving nature of the both the market and of society, there is a host of emerging issues that will also need to be decided in the coming years.

1) Are current consumers’ labels providing adequate and accurate information as to the product’s content whether in terms of ingredients, manufacturing process or amount of alcohol as defined by standard drinks?

2) What is the appropriate level of taxation that should be imposed and how should these taxes be fairly allocated across products and product categories to encourage innovation, investment and competition?

3) Can current preferential policies targeted to certain Canadian wine and beer products survive a Canada – European Union Comprehensive Economic Trade Agreement or will such advantages need to be extended to Canada’s trading partners?

4) How will provincial authorities deal with the growing influence of web-based retailing and the challenges associated with illegal cross-border shipments?

The response to these questions will go a long way to determining the future face of the Canadian consume beverage alcohol market.