Transcript: Distilling the State of an Industry | Dec 20, 2019

Steve sits in the studio. He's slim, clean-shaven, in his fifties, with short curly brown hair. He's wearing a gray suit, white shirt, and spotted blue tie.

A caption on screen reads "Distilling the state of an industry. @spaikin, @theagenda."

Steve says DISTILLERIES IN THIS
COUNTRY HAVE MADE FORTUNES AND
BUILT DYNASTIES, PARTICULARLY IN
THE 20th CENTURY.
BUT ONCE ICONIC NAMES SUCH AS
SEAGRAMS OR GOODERHAM AND WORTS
AREN'T NECESSARILY TOP OF MIND
TODAY.
AS WITH BEER AND WINE, CRAFT
SPIRITS HAVE BEEN MAKING THE
SCENE LATELY.
HERE TO GIVE US A SENSE OF
WHAT'S HAPPENING IN THIS
PROVINCE:
ANDREA FUJARCZUK.
SHE TEACHES DISTILLING AT
NIAGARA COLLEGE AND IS HEAD
DISTILLER AND CO-FOUNDER OF
NORTHERN LANDINGS SPIRITS.

Andrea is in her twenties, with long wavy blond hair. She's wearing a black sweater and golden earrings.

Steve continues WE'RE DELIGHTED THAT YOU ARE
MAKING YOUR TELEVISION DEBUT
WITH US HERE TONIGHT.

Andrea says THANK YOU VERY MUCH FOR
HAVING ME.

Steve says DISTILLING IN
ONTARIO.
HOW BIG AN INDUSTRY IS IT?

The caption changes to "Andrea Fujarczuk. Niagara College."
Then, it changes again to "A place to grow."

Andrea says OH.
IN TERMS OF SPIRITS, IT'S
ABSOLUTELY HUGE.
WHEN YOU THINK OF NET SALES FROM
THE LCBO, THEY MAKE ABOUT
16.4 BILLION DOLLARS A YEAR, WHICH IS
ABSOLUTELY ENORMOUS.
THEN IF YOU BREAK IT DOWN
FURTHER, IF YOU LOOK AT SPIRITS,
ABOUT 40 percent OF THOSE SALES ARE IN
SPIRITS ALONE, MAKING ABOUT
2.5 BILLION DOLLARS.
SO IT'S ABSOLUTELY ENORMOUS.
BUT OF THOSE 2.5 BILLION DOLLARS, ABOUT
80 percent OF THOSE IN TERMS OF VOLUME
ARE ACTUALLY BY THE BIG
CONGLOMERATES.
IT'S NOT REALLY THE SMALLER GUYS
THAT ARE MAKING A PRESENCE
THERE, IT'S THE BIG
CONGLOMERATE.
EVEN IF YOU THINK ABOUT IT IN A
DIFFERENT PERSPECTIVE, IF YOU GO
ONLINE THERE'S ABOUT 2,500
DIFFERENT SKEWS OF SPIRITS YOU
CAN BUY THROUGH THE LCBO,
HOWEVER OUT OF THOSE 2,500,
ABOUT 90 OF THEM ARE LOCAL CRAFT
SPIRITS, WHICH IS LESS THAN 4 percent.

Steve says TINY.

The caption changes to "Andrea Fujarczuk. Northern Landing Spirits."

Andrea says IT'S ABSOLUTELY TINY.

Steve says WHO ARE THE BIG PLAYERS?

Andrea says YOU'RE TALKING ABOUT DEAGIO
AND SOME OF THE BIGGER GUYS.
YOU CAN'T ALWAYS TELL WHAT THEY
OWN AND WHAT THEY DON'T OWN.
WHAT HAPPENED IS THERE IS A
TREND THAT HAPPENED ALREADY IN
BEER WHERE THE BREWERIES
REALIZED, OKAY, PEOPLE ARE GOING
TOWARDS CRAFT.
WE WANT TO OWN THE SMALLER GUYS,
SO EVEN THOUGH WE'RE A
CONGLOMERATE, WE LOOK LIKE WE'RE
CRAFT, AND THE PEOPLE THINK THAT
THEY'RE ACTUALLY SUPPORTING
THEIR LOCAL BREWERY.

Steve says AND THEY'RE NOT.

Andrea says THEY'RE NOT AT ALL.

Steve says LET ME SEE IF I HAVE THIS RIGHT.
YOU ARE THE FIRST ARTISAN
DISTILLING INSTRUCTOR IN
ONTARIO, RIGHT?
WHAT IS ARTISANAL DISSTILLING.

The caption changes to "Andrea Fujarczuk, @sparklingwino."

Andrea says IT'S MORE SO LOOKING TOWARDS
CRAFT DISSTILLING.
IT'S AN EXCITING TIME, I TEACH
AT NIAGARA COLLEGE, AND I GET
THE STUDENTS IN AND ON DAY ONE
THEY THINK THEY'RE GOING TO
CHANGE THE WORLD AND DO THESE
EXTREME THINGS AND I TEACH THEM
THE INS AND OUTS OF WHAT'S
HAPPENING AND GIVE THEM
RECOMMENDATIONS AND TELL THEM
YOU NEED TO HAVE A UNIQUE
SELLING POINT.
IT'S NOT ENOUGH TO PUT A GIN OR
VODKA ON THE SHELVES.
YOU NEED TO MAKE SURE THERE'S
SOMETHING UNIQUE AND DISTINCT
ABOUT YOUR PRODUCT THAT WILL
KEEP YOUR CONSUMERS COMING BACK.

The caption changes to "Connect with us: Twitter: @theagenda; Facebook, agendaconnect@tvo.org, Instagram."

Steve says IN TASTE, IN SMELL,
IN LOOK, IN BOTTLE SHAPE, IN WHAT?

Andrea says IT'S A LITTLE BIT OF
EVERYTHING.
IT'S A BIT OF A GAME.
IT'S WHO IS YOUR TARGET MARKET?
HOW DO YOU WANT TO ADDRESS THEM?
HOW DO YOU WANT TO ATTRACT THEM?
AND ALSO NOT PUSHING THE
BOUNDARIES TOO FAR.
THAT'S SOMETHING WHEN YOU'RE
PRODUCING IN ONTARIO, YOU HAVE
TO MAKE SURE, IF YOU WANT TO BE
SOLD IN THE LCBO, WILL THE LCBO
ACCEPT YOU?
THEY HAVE A WHOLE PROCESS YOU
HAVE TO KIND OF BE AWARE OF
THROUGHOUT THE WHOLE PRODUCTION
THING.
IS THIS BOTTLE ATTRACTIVE TO
THEM?
WHERE IS IT GOING TO SIT ON THE
SHELVES?
WHERE IS IT GOING TO SIT ON THE
BAR?
IS IT GOING TO ATTRACT THE RIGHT
CLIENTELE?
WHAT IS YOUR BRAND ABOUT?
THERE ARE SO MANY DIFFERENT
THINGS TO THINK ABOUT.
IN THIS UNIQUE INDUSTRY, YOU
HAVE A MARRIAGE OF SCIENCE AS
WELL AS ART.
SO IT'S KIND OF COOL IN THAT
RESPECT, WHERE IT'S GREAT TO
CONCEIVE THIS PRODUCT, BUT ALSO,
YOU KNOW, DOES IT MATCH
EVERYTHING ELSE ABOUT THE LCBO,
THE CLIENTELE AND THE PRICE
POINT?

Steve says I DO KNOW...
OBVIOUSLY EVERYTHING IS SOLD IN
THE LCBO, BUT YOU CAN BUY WINE
ELSEWHERE, YOU CAN BUY BEER
ELSEWHERE.
IS IT THE CASE FOR SPIRITS BUT
ONLY IN THE LCBO?

Andrea says WE'RE AT DISADVANTAGE.
PART OF IT IS WE HAVEN'T HAD
CRAFT DISSTILLERS FOR VERY LONG
IN ONTARIO.
YOU CAN BUY WINE SOMETIMES, YOU
CAN BUY CIDER, BUT YOU CANNOT
PURCHASE SPIRITS.
PART OF THE REASON BEHIND THAT
IS THEY DIDN'T WANT TO HAVE
HIGHER ALCOHOL PERCENTAGE
AVAILABLE IN THESE PLACES, WHICH
I FULLY UNDERSTAND.
BUT THERE'S ALSO SOMETHING
CALLED AN RTG, WHICH IS READY TO
DRINK, WHICH IS PRE-MADE GIN AND
TONICS, RUM AND COKE, YOU BUY
THEM OFF THE SHELF AND THEY'RE
ABOUT 5 percent ALCOHOL.
I'M HOPING IN THE FUTURE THAT
THEY START OPENING THESE POINT
OF SALES TO DISTILLERS AND SAY,
OKAY, I UNDERSTAND WE DON'T WANT
TO HAVE THESE 40 percent VODKAS ON THE
SHELVES, MAYBE SOME OF THE
RTGs, AND THAT WOULD OPEN UP A
HUGE OPPORTUNITY FOR
DISSTILLERS.

Steve says INDEED.
WHEN YOU TEACH DISTILLING,
YOU'RE TEACHING, I PRESUME, ALL
YOUNG PEOPLE, RIGHT?

Andrea says YEAH.

Steve says YOU'RE TEACHING THEM
HOW TO MAKE A...

Andrea says WHATEVER THEY WANT TO MAKE.

Steve says A GIN, A VODKA, RUM,
WHATEVER?

Andrea says FOR SURE.
IN TERMS OF DISTILLING, THERE'S
BEEN A BIT OF A DISCONNECT, AND
YOU CAN SEE THAT IN THE ONTARIO
INDUSTRY, WHERE THERE HAVEN'T
BEEN ANY KIND OF FORMAL
EDUCATION.
SO LAST YEAR WAS THE FIRST YEAR
WE HAD THIS DISTILLING PROGRAM
AT NIAGARA COLLEGE, AND THERE
WAS NO WHERE ELSE IN CANADA
WHERE YOU CAN DO THIS.
AND NOT ONLY IS IT A COURSE, BUT
THEY ACTUALLY HAVE THE
OPPORTUNITY, AT LEAST ONCE A
WEEK, TO GO INTO OUR PHYSICAL
DISTILLERY, IT'S 2500 SQUARE
FEET, AND DISTILL WHATEVER
THEY'RE DESTINED TO MAKE THAT
DAY.
THEIR SECOND TERM THEY GET TO
PICK A PROJECT THAT THEY WANT TO
MAKE THEMSELVES.
I HAVE THESE STUDENTS COMING UP
WITH WEIRD AND WACKY IDEAS WHICH
I GET TO, YOU KNOW, HELP THEM
OUT.
SOMETIMES I NEED TO REEL THEM
BACK.
SOMETIMES I NEED TO PUSH THEM
FORWARD.
BUT AT THE END OF THE DAY IT'S A
REALLY COOL EXPERIENCE BECAUSE
HOW MANY TIMES DO YOU GET TO GO
TO SCHOOL AND MAKE A SPIRIT AT
THE END WITH BRANDING, THAT'S TO
THE LCBO AND ALL THESE DIFFERENT
STEPS.

The caption changes to "Watch us anytime: tvo.org, Twitter: @theagenda, Facebook Live, YouTube."

Steve says THAT'S COOL.
YOU'RE THE PERSON WHO HAS TO
DELIVER THE HEAVY NEWS THAT, I'M
SORRY, JOHNNY, CHOCOLATE GIN
ISN'T GOING TO WORK?

Andrea says YOU HAVE NO IDEA.
THE FIRST DAY I WENT TO CLASS,
MY HUSBAND ASKED, HOW DID IT GO?
I SAID I CRUSHED A LOT OF
DREAMS.
IN THE END I'M GETTING THERE
WITH MY STUDENTS.
THE WHOLE POINT... WHAT I REALLY
WANTED TO DO IS I WORKED OVER IN
THE U.K. AND I SAW ALL THESE
TRENDS EVOLVING AND I WANTED TO
COME HOME AND CONTRIBUTE BACK TO
THE INDUSTRY.
I WANT TO SET THEM UP FOR
SUCCESS.
NOT JUST CREATE SOMETHING THAT
THEY THINK IS GREAT BUT THAT
WILL BE ECONOMICALLY FEASIBLE
AND LEAD THEM TO SUCCESS IN THE FUTURE.

Steve says OKAY.
IF YOU WANT A GOOD VODKA, YOU GO
TO RUSSIA.
YOU GO TO POLAND.
YOU GO TO FINLAND.
WHEREVER YOU GO.
WHEN YOU WANT A GOOD GIN, YOU GO
TO THE U.K.
WHEN YOU GO TO ONTARIO, WHAT ARE
YOU GETTING?

Andrea says THAT'S A VERY GOOD QUESTION.
AS I MENTIONED PREVIOUSLY,
ONTARIO CRAFT DISTILLERS ONLY
STARTED COMING OUT IN THE MID,
YOU KNOW, 2000s, LATE 2000s
EVEN.
SO WE'RE JUST STARTING TO FIND
OUR FEET.
HOWEVER, WHAT I WOULD SAY IS
THERE'S A LOT OF REALLY
INTERESTING, COOL GINS COMING
OUT.
AND MOST PEOPLE DON'T EVEN
REALIZE, THE DEFINITION OF GIN
IS A SPIRIT THAT'S LED BY
JUNIPER AS WELL AS OTHER
BOTANICALS.
AND WE LIVE IN ONTARIO.
I MEAN, HOW INCREDIBLE IS
ONTARIO WITH THE AMOUNT OF
FORESTS AND PARKS AND SPECIES WE
HAVE GROWING OUT THERE.
DISTILLERS ARE USING THIS TO
THEIR ADVANTAGE AND MAKING A
UNIQUE ONTARIO GIN WHICH I
APPRECIATE AND YOU'LL SEE MORE
AND MORE OF THAT COMING OUT.

Steve says CAN THAT PRODUCT
COMPETE WITH ALL THE OTHER STUFF
THAT'S ON THE SHELF?

Andrea says I THINK IT CAN.
BUT IF WE'RE LOOKING TO A WORLD
SCALE AND WHAT WILL ONTARIO DO
WELL ON A WORLD SCALE, THAT KIND
OF LEADS BACK TO SPECIALIZATION,
AND WHAT I MEAN BY THAT IS, WHAT
CAN AN AREA DO WELL BUT ALSO
WHAT IS THEIR UNIQUE SELLING
POINT?
IF YOU LOOK AT, LIKE YOU
MENTIONED EARLIER, YOU LOOK TO
LONDON FOR GIN OR JAPAN OR EVEN
SCOTLAND FOR SCOTCH, THEY HAVE A
HISTORY AND A HERITAGE THAT
DATES BACK TO THAT.

Steve says WE DON'T HAVE THAT HERE YET.

Andrea says NOT WHEN IT COMES TO GIN.
HOWEVER, WHAT WE DO HAVE IS RYE.
SO WHEN THE STATES WAS GOING
THROUGH PROHIBITION, THAT'S HOW
A LOT OF LOCAL DISTILLERIES
SURVIVED, AND THEY WOULD SMUGGLE
THE RYE INTO THE STATES.
WE HAVE THAT COOL HISTORY AND
HERITAGE ABOUT THAT.
BUT SINCE THE DISTILLERIES I'M
TALKING ABOUT HAVE ONLY EMERGED
RECENTLY, I THINK IN THE NEXT
FEW YEARS WE'LL HAVE A LOT OF
RYES EMERGING.
NORTHERN HARVEST RYE FROM CROWN
ROYAL WAS RELEASED AS THE
WORLD'S BEST WHISKY AND THAT
BROUGHT A LOT OF ATTENTION TO
CANADIAN RYE.

Steve says YOU DON'T JUST
TEACH, YOU MAKE.

A picture shows a bottle of red liquor.

Steve continues YOU HAVE ONE THAT GOES FOR
44.95 AT THE LCBO.
THERE'S THE PICTURE OF THE
BOTTLE RIGHT THERE.
FOR THOSE LISTENING ON PODCAST,
WOULD YOU DESCRIBE THAT?
WHAT ARE WE LOOKING AT?

Andrea says WE ARE LOOKING AT A RED
BOTTLE AND IT'S CALLED NORTHERN
LANDINGS BECAUSE AS I MENTIONED
EARLIER, I USED TO LIVE IN THE
U.K., I MET MY HUSBAND OVER
THERE, MY GRANDFATHER IS
ACTUALLY FROM POLAND AND HE
EMIGRATED TOWARDS CANADA.
IT'S ABOUT COMING HOME.
IT'S ABOUT THIS IDEA OF
CANADIAN-NESS, REALLY.
WE TRIED TO CREATE A GIN THAT
REALLY EXPRESSES CANADA.
WHILE WE WERE LIVING IN THE
U.K., WE SAW ALL THESE DIFFERENT
GINS THAT WERE REALLY INCREDIBLE
AND UNIQUE, AND WE THOUGHT WHY
DOESN'T CANADA HAVE ANYTHING
LIKE THAT?
SO FLAVOURED GINS WERE ERUPTING
MASSIVELY AT THE TIME, AND THEN
WE SAW IT SLOWLY CREEPING INTO
THE U.S. MARKET.
AND I SAW A FEW OF THE BIG
BRANDS WHO WERE SAYING, OKAY,
THERE'S SOMETHING ON THIS, LET'S
INTRODUCE IT TO THE LCBO.
BUT WHAT I ALSO SAW IS THEY WERE
INTRODUCING SOMETHING LIKE
FLAVOURINGS ADDED, SUGAR ADDED,
ARTIFICIAL COLOURING ADDED.
WE THOUGHT, WHY DON'T WE CREATE
A PRODUCT THAT IS GIN, IT'S A
FLAVOURED GIN, BUT ACTUALLY USES
NATURAL PRODUCT GROWN IN ONTARIO?

Steve says SUCH AS WHAT?

Andrea says CRANBERRIES.

Steve says A HA.
OKAY.

Andrea says WE MAKE A GIN AND AFTERWARDS
WE TAKE THESE CRANBERRIES AND WE
CRUSH THEM DOWN AND WE MACERATE
THE GIN ITSELF ON THE
CRANBERRIES, AND THAT'S WHAT
TURNS THIS BEAUTIFUL BOTTLE RED.
SO THERE'S NO... EVERYONE GOES,
I DON'T LIKE SWEET AND I DON'T
LIKE FLAVOURING OR ANY OF THESE
THINGS.

Steve says YOU'VE GOT NONE OF
THAT.

Andrea says I'VE GOT NONE OF IT.
PEOPLE ASK, WHAT'S INSIDE.
TURN IT AROUND.
THE INGREDIENTS LITERALLY SAY
GIN, CRANBERRIES.

Steve says BUT YOU DISTILL.

Andrea says WE DO.

Steve says HOW DO YOU ACTUALLY
DISTILL?
WHAT DOES THAT PROCESS INVOLVE?

The caption changes to "Local flavours."

Andrea says THE WAY I COMPARE IT,
DISTILLING IS WHEN YOU'RE
LOOKING AT COOKING VERSUS
BAKING.
WHEN YOU'RE A WINE MAKER, YOU'RE
TASTING THROUGHOUT THE PRODUCT
AND TRYING TO SEE WHETHER OR NOT
THIS IS A GOOD... WHAT DO YOU
NEED TO ADD TO IT?
VERSUS WHEN YOU'RE DISTILLING,
IT'S A LOT LIKE, YOU'VE GOT A
KETTLE AND YOU'VE GOT A PROCESS
AND YOU'RE LIKE, OKAY, LET'S SEE
HOW THIS GOES AND YOU TASTE AT
THE VERY END AND EITHER IT
TASTES GREAT OR IT DOESN'T.

Steve says IT'S CHEMISTRY,
BASICALLY, ISN'T IT?

Andrea says IT'S SO MUCH SCIENCE.

Steve says DID YOU TAKE THAT IN
SCHOOL?

Andrea says I WENT TO NIAGARA COLLEGE.
I DID A WINERY PROGRAM.
I WENT TO THE UNIVERSITY OF
GUELPH AND I STUDIED
ENVIRONMENTAL SCIENCES.

Steve says THERE YOU GO.
I DO WANT TO ASK YOU ABOUT THE
PRICE.
44.95.
HOW MUCH OF THAT DO YOU ACTUALLY
SEE?

Andrea says OH, AT THE END OF THE DAY.
IT'S A BIT DIFFICULT, BECAUSE
WITH THE LCBO, THEY DO TAKE
THEIR SHARE OF IT.
AND THE REALITY IS, WHEN IT
COMES TO THE ONTARIO DISTILLING
INDUSTRY, IT'S ABOUT ECONOMY OF
SCALE, WHICH IS WHY YOU SEE SO
MANY OF THE BIGGER PLAYERS OUT
THERE.
AND THAT'S THE REASON WHY IT
TOOK SO LONG FOR THE SMALLER
GUYS TO ERUPT.
SO THAT'S THE REASON WHY, IS
THAT IF YOU CAN GET A FULL
LISTING IN THE LCBO, YOUR
ECONOMIES OF SCALE REALLY
SUPPORT AND YOU CAN MAKE A BIT
MORE MONEY.
CURRENTLY IT'S ABOUT PASSION
PROJECTS.
ME AND MY HUSBAND, THIS IS OUR
SIDE HUSTLE.
A LOT OF PEOPLE CONTACT US AND
SAY, OH, WE'D LOVE TO WORK FOR
YOUR COMPANY.
IT SOUNDS AMAZING.
AND I'M LIKE, THERE'S TWO
PART-TIME EMPLOYEES.
WE'RE PASSIONATE ABOUT WHAT WE
DO AND WE HAVE PEOPLE CONTACTING
US FROM ALL OF ONTARIO SAYING
THEY'RE INTERESTED AND WE TRY TO
GET OUR PRODUCT OUT THERE.

Steve says DO YOU MAKE IT IN
THE BASEMENT?

Andrea says WE ACTUALLY WORK THROUGH
CONTRACT DISTILLERS.
WE'VE MADE FRIENDS IN THE
INDUSTRY AND THEY HAVE ALL THE
EQUIPMENT AND WE WORK THROUGH
THEM.
THEY'RE REALLY SUPPORTIVE AND
WE'RE QUITE HAPPY WITH WHAT
WE'VE MADE.

Steve says I SHOULD ASK YOU
ABOUT THE DISTRIBUTION SYSTEM.
OF COURSE, EVERYTHING...
SPIRITS, ALL SPIRITS, I GUESS,
GO THROUGH THE LCBO.

Andrea says YES.

Steve says THEY HAVE A MONOPOLY
ON SALE IN THE PROVINCE OF ONTARIO.

Andrea says YES.

Steve says IS THAT GOOD FOR YOU?
IS IT BAD FOR YOU?
HELP US UNDERSTAND THAT.

The caption changes to "Placing seeds for growth."

Andrea says IT'S ONE OF THOSE THINGS
THAT, YOU KNOW, WE'VE HAD FOR SO LONG.
THE LOCAL CONSUMER IS USED TO IT.
AS A LOCAL PRODUCER, WHAT I WILL
SAY IS THAT, YOU KNOW, WE HAVE
ACCESS TO ONE OF THE LARGEST
ALCOHOL PURCHASERS IN THE WORLD
AT OUR DOORSTEP.

Steve says MAYBE THE LARGEST.

Andrea says EXACTLY.
SO IT IS A HUGE ASSET BECAUSE IF
WE WERE TO START THIS BUSINESS
OVER IN THE U.K., IF YOU WERE TO
APPROACH ANY OF THOSE BIG NAMES,
THEY'LL ASK FOR, YOU KNOW,
A 20,000 pound LISTING FEE OFF THE
BAT.
WITH THE LCBO, THEY HAVE AN
INTEREST IN SUPPORTING LOCAL
DISTILLERS.
IT'S JUST A MATTER OF NAVIGATING
THROUGH THIS COMPLEX SYSTEM, AND
PART OF IT IS THAT, YOU KNOW,
THEY DO WANT TO MAKE SURE THAT
THE BRANDS THAT THEY TAKE UP,
THEY BELIEVE IN IT AND THEY
THINK IT WILL DO WELL IN THERE.
PART OF IT IS UNDERSTANDING, YOU
KNOW, WHAT DO ONTARIANS LIKE?
PART OF IT IS THEY LIKE SWEET.
AN EXAMPLE OF THIS IS A FEW
DISTILLERS HAVE APPLIED TO BE
LISTED IN THE LCBO WITH VERY
FLORAL GINS.

Steve says WHAT'S A FLORAL GIN?

Andrea says A FLORAL GIN.
THEY USE A LOT OF FLORALS, LIKE
CHAMOMILE, LAVENDER, ALL THESE
DIFFERENT THINGS.
IT WORKS IN OTHER MARKETS
BECAUSE WHEN YOU THINK ABOUT THE
U.K. OR EVEN EUROPE, THEY GROW
UP HAVING ELDER FLOWER
SPIRITZERS IN THEIR FOOD OR
DRINK.
THEY'RE ASSOCIATED WITH FLORALS.
BUT ONTARIANS, WE DON'T REALLY
FLORALS IN OUR FOOD, RIGHT?
THEY'RE ACTUALLY PROTECTING THE
DISTILLERIES THEMSELVES.
IF THEY START DISTRIBUTING THIS
AND SOMEBODY RETURNS IT, IT'S AT
THE COST OF THE DISTILLERS.

Steve says ALL RIGHT.
LET ME ASK YOU ANOTHER BUSINESS
ANGLE QUESTION BECAUSE A LITTLE
WHILE BACK, I WROTE ABOUT THIS
ON OUR WEBSITE, SO I GUESS I CAN
FESS UP TO THIS HERE.
A LITTLE WHILE BACK, WHEN
PRESIDENT TRUMP PUT TARIFFS ON
CANADA AND CALLED US A NATIONAL
SECURITY THREAT, I GOT IRRITATED
ABOUT THAT.
JACK DANIELS IS MY DRINK AND I
JUST THOUGHT, I'M NOT GOING TO
SEND MY MONEY TO THE UNITED
STATES AND BUY JACK DANIELS IF
HE TREATS US LIKE A NATIONAL
SECURITY THREAT.
I THINK I PUT SOMETHING OUT ON
TWITTER SAYING I'M LOOKING FOR
AN ALTERNATIVE TO JACK DANIELS
THAT'S CANADIAN.
AND SOMEBODY SAID, OH, YOU
SHOULD GET 40 CREEK OUT OF
STONEY CREEK.
AND I THOUGHT THAT'S GREAT
BECAUSE IT'S PART OF HAMILTON,
THAT'S MY HOMETOWN.
GREAT.
THEN I DISCOVERED IT'S NOT OWNED
BY CANADIANS, IT'S
ITALIAN-OWNED.
IT'S A GREAT PRODUCT.
I STILL DRINK IT.
BUT IF I WANT TO BUY A TRULY
LOCAL SPIRIT, YOU'D THINK
CANADIAN CLUB WOULD BE THE
OBVIOUS THING TO GET.
IS IT?
IS IT CANADIAN ANYMORE?

Andrea says THAT'S A VERY GOOD QUESTION.
UNFORTUNATELY... EVEN IF A BRAND
HAS THE WORD "CANADA" ON IT,
THAT DOESN'T MEAN NECESSARILY
THAT IT IS FROM CANADA.
A LOT OF THESE THINGS STARTED
OFF AS CANADIAN BRANDS, LIKE YOU
SAID, CAME AROUND AND SOMEBODY
REALIZED THERE WAS A GREAT
BUSINESS OPPORTUNITY WITH IT.
THE CONSUMER, LIKE YOURSELF, WHO
LOOKED UP AND SAID IS THIS
REALLY A CANADIAN PRODUCT?
IT'S UP TO THE CONSUMER TO DO
THAT RESEARCH AND SEE WHETHER IT
IS OR NOT.
IF YOU WANT TO PRODUCE LOCAL...
ONE OF THE THINGS I'M HOPING TO
SEE FROM THE LCBO IN THE FUTURE,
YOU KNOW THEY HAVE A DISTINCT
AREA THAT'S ALLOCATED TO LOCAL
WINES?

Steve says SURE.

Andrea says THERE'S A VQA, LOCAL WINE,
BUY IT HERE.
I'M HOPING IN THE FUTURE IN THE
LCBO THERE'S AN ACTUAL LOCAL
SPIRIT SECTION BECAUSE... WHY
NOT?
A LOT OF PEOPLE DO WANT TO
SUPPORT LOCAL.
AND THAT KIND OF TAKES THE
RESEARCH OFF THE CONSUMER AND
THEN IT ALLOWS THEM TO BUY THAT
WITH CONFIDENCE AND KNOW THAT
THEY SUPPORT SOMEBODY LOCAL.

Steve says WE'RE GOING TO
FINISH UP ON THIS.
I'M GOING TO PUT YOU IN THE ROOM
WITH DOUG FORD.
THERE YOU ARE.
YOU'VE GOT A ONE-ON-ONE WITH
PREMIER FORD.
YOU'RE GOING TO SAY TO
HIM, "PREMIER, HERE IS THE ONE
THING YOU CAN DO TO ENCOURAGE
AND INSPIRE INNOVATION IN THE
ONTARIO DISTILLING INDUSTRY.
IT REQUIRES THIS POLICY CHANGE."
WHAT DO YOU TELL HIM?

Andrea says I THINK A LOT OF IT IS...
PART OF IT JUST MAKING THE
CONSUMER AWARE.
YOU KNOW, THERE ARE RESTRICTIONS
WITH THE LCBO.
WE JUST KIND OF HAVE TO ACCEPT
THAT.
WOULD IT BE GOOD TO HAVE LIKE A
FEW EXTRA, YOU KNOW, GRANTS OR
KICKBACKS OR WHATEVER IT IS FOR
THE DISTILLER?
FOR SURE.
BUT I THINK REALLY AT THE END OF
THE DAY IT'S MORE ABOUT
SHOWCASING WHAT WE HAVE, WHAT WE
DO WELL, AND, YOU KNOW, GIVING
SOME OPPORTUNITIES, LIKE HAVING
THAT STACK WHEN YOU WALK IN
SAYING, THIS IS ONTARIO
PRODUCERS.
OR EVEN JUST LIKE ON THEIR
WEBSITE.
SHOWCASING MORE OF WHAT ONTARIO
PRODUCERS ARE DOING.
THEY'RE NOW STARTING TO SAY,
OKAY, HERE ARE WOMEN IN
DISTILLING IN ONTARIO.
SO REALLY TAKING THAT TO THE
NEXT LEVEL.
AND I THINK THAT'S THE MOST
FEASIBLE WAY OF DOING IT.

Steve says CAN I MAKE A
SUGGEST, ANDREA?
IF YOU GO IN AND YOU HAVE THIS
MEETING, USE THE WORD SUBSIDY,
DON'T USE THE WORD KICKBACK.
POLITICIANS DON'T LIKE THE WORD
KICKBACK.

Andrea says SORRY ABOUT THAT.

The caption changes to "Producer: Cara Stern, @carastern."

Steve says NOT AT ALL.
THAT'S ANDREA FUJARCZUK, SHE IS
A PROFESSOR OF DISTILLING ON THE
NIAGARA-ON-THE-LAKE COLLEGE.
BEAUTIFUL TOWN.
BEAUTIFUL COLLEGE.
THANK YOU SO MUCH FOR COMING IN
TO TVO TONIGHT.

The caption changes to "Subscribe to The Agenda Podcast: tvo.org/theagenda."

Andrea says THANK YOU SO MUCH.
I REALLY APPRECIATE IT.

Watch: Distilling the State of an Industry