Together In Spirit: What Lies Ahead For Distillery Tourism
There are many BIG things that I miss from pre-pandemic life. But recently, as the light at the end of the tunnel gradually gets bigger and brighter, I’ve been focusing on the smaller, simple things I’ve missed. At the top of the list: a handcrafted cocktail made with love (by someone else), enhanced with crazy-sounding bitters, perhaps served in smoked glass on a piece of cedar… My move to Victoria, BC coincided with a newfound appreciation for a “quality over quantity” approach to alcohol, and fortunately Vancouver Island hosts some of the best-of-the-best artisanal spirit creators. As my own interest in handcrafted gin and whisky grew, cocktail tours and distillery visits became part of my vacation itineraries and eventually gave way to a part-time job at a local winery & distillery. For anyone new to the spirit-tasting experience, it typically involves visiting a tasting room where you’ll taste small samples (no shots! – we’re talking 10 mL pours), just enough to allow you to smell, sip, and savour the aromas and flavour without just feeling the burn of the alcohol. Depending on the product, you can try it in a mini-cocktail format or with a splash of bitters or citrus to see how that changes the taste. It’s like a delicious boozy science experiment!
Working at Devine gave me a breadth of knowledge and enthusiasm that I abundantly enjoyed passing along to others. While wine tastings and vineyard tours are enjoyable, very popular facets of the tourism industry, spirit tasting and distillery tourism can offer a unique history and education that is especially dynamic. Wine production is very much dictated by the terroir, grapes, and weather; handcrafted spirit-distilling, on the other hand, offers the distiller the control and creativity to experiment and reinvent, offering a unique tasting experience at every visit.
A few fun facts about BC distilleries:
With over 38 establishments, the province of British Columbia had the highest number of distilleries in all of Canada, as of June 2020
Canadian whisky is making a SERIOUS splash (New York Times, anyone?) and BC distilleries in particular are winning awards at home and abroad
Patronizing a BC Craft distillery also means that you’re supporting local in a SERIOUS way – a “craft” designation means that the distillery is using only BC grain, fruit, and produce with traditional methods of on-site fermentation
So, where does the post-pandemic path lead for distilleries and how will their role in local tourism be impacted? Unlike most wineries, distilleries often have a smaller tasting area and lack outdoor space. These have been especially difficult hurdles to overcome at a time when public health advisories encouraged outdoor gathering over an intimate tasting room experience. Some distillers in the Okanagan have followed in the footsteps of the area wineries and transitioned from drop-in to appointment-based experiences. One such craft distillery, family-owned Maple Leaf Spirits in Penticton, transitioned to a reservation system for tastings and happily reported increased sales with plans to maintain it even when life goes “back to normal.”
The great benefit to guests of reserved tasting times is the undivided attention of the tasting room associate, contributing to a more educational and high-quality experience. In peak season, tasting rooms can sometimes feel more like a crowded bar on a Saturday night – not the best environment for learning about the unique spirits – making the tasting feel rushed. As a former tasting room associate, I felt most fulfilled and could tell guests had the best experience when I was able to invest the time to explain how the product was made, how to sip and savour to taste all the flavours, and regale them with a quirky story about its history. A drop-in entrance did not always facilitate that experience, especially during busy season. Whether well-versed in spirits or brand new, any guest can benefit from either an initial education or an in-depth discussion that the intimate setting of a distillery allows. Spirit tasting (especially as part of your travel itinerary in a new destination) has a unique ability to bring people together and connect over a shared experience with something and someone local, which can best be achieved when there’s a dedicated time for it.
For the distiller and host, a reservation system sets traffic expectations in advance so they can staff and advertise accordingly. Beyond that, there are three important reasons to have a tasting or tour experience. The first is to show off your handcrafted product, which is often a true labour of love. A reservation allows the distillery team the time and space to communicate and connect their story to their patrons. Secondly, a distinctive element to spirit tasting is the additional guidance on how to best taste spirits when they are not mixed in a drink or poured in a shot glass. This is an educational component takes time to communicate and can make the difference between a fantastic and a not-so-great tasting. Finally, reservations can lead to better sales by providing the time for a thorough sampling and sales process – building rapport, answering questions, or making cocktail suggestions.
I asked Kirsten Titcomb, Director of Operations for Devine in Saanich, about any drawbacks to requiring reservations. We discussed how there is a risk of losing guests that may drop in on a whim and end up loving the product, which is a really rewarding experience in the tasting room. Also, distilleries must re-educate the public, and regular guests that are not used to making arrangements in advance might not be happy with the change.
This may not be a conversation that any local distilleries would be having, but the pandemic has made crowd control a public health necessity. There is a case to be made for maintaining that control in a “quality over quantity” approach to tastings that can provide a better experience for both the distillery and the guest.
As we start to plan for our collective next chapter, which is sure to include a trip (or two… or more…) I encourage you to seek out the local distillery in your next destination and take all your senses on a memorable journey! Just do your research and call ahead to make sure they are prepared to welcome you with a smile and a lovingly made, well-deserved pour. If a trip to beautiful Vancouver Island is on your future travel agenda or you are lucky enough to be a Van Isle resident, check out the Vancouver Island Spirit Path where you are sure to find a spirited addition to any itinerary!
Feeling thirsty after reading this article? Check out our Bright Futures Cocktail recipe and Cocktail Hour.
About Cassandra Agate
Cassandra Agate has worked in hospitality for over 15 years, starting her professional career with Marriott International after graduating with a dual Marketing & Hospitality Tourism Management degree from James Madison University in Virgina. Her path in group & catering sales has taken her from DC to Philadelphia to her current home in Victoria where she is both the Senior Catering Sales Executive for the beautiful Delta Victoria Ocean Pointe Resort and parent to a one-year old daughter and dog with her husband.