The Canadian Whisky Paradox ($5,300)

To sponsor this seminar, choose one of our Annual Education Underwriting levels and add it to your cart. For more information about the different Annual Education Underwriting levels, click the link or continue to the bottom of the page.

The Canadian Whisky Paradox: Cocktail History, Future Innovation, and the Art of the Blend

Canadian whisky is a true industry paradox: it is the category that practically built the American cocktail, yet it often fights a "commodity" reputation that hides its incredible craft. This session moves past the labels to explore a fascinating structural reality: in Canada, high-volume value brands and premium artisanal whiskies don’t just live together, they actually depend on each other to survive and thrive. This isn't just a quirk of history; it’s a strategic ecosystem that makes the category one of the most versatile tools for a modern bar program.
Leading the conversation is Andrea Fujarczuk, Professor of Artisan Distilling at Niagara College and a doctoral candidate at Heriot-Watt University. Andrea brings her original research to the stage, moving beyond theory to show how the category’s unique "art of the blend" creates a symbiotic relationship between different price points. Joining her are two of the industry’s most respected voices: Dave Mitton, Global Brand Ambassador for Lot 40, who brings a masterclass in global identity and brand heritage, and Tracie Franklin of Spirited Tracie, who provides a vital production and international perspective, drawing on her deep technical knowledge and experience with diverse global markets to reveal how these whiskies truly perform on a world stage.
Together, this seminar bridges the gap between deep academic insight, technical production mastery, and real-world bar application. You’ll walk away with a fresh understanding of the "Canadian Paradox" and actionable strategies to use this category’s interdependence to build a more diverse, profitable, and creative backbar. Get ready to change the way you think about, talk about, and pour Canadian whisky.

Speakers:
Andrea Fujarczuk
Dave Mitton
Tracie Franklin

Logistics & Details

Seminars will be hosted at the Ritz-Carlton, New Orleans and will range from 60-90 minutes. Brands will receive logo placement on the TOTC2025 agenda and signage and have the opportunity to have their product served during their sponsored seminar.

Seminar sponsorships are responsible for the underwriting of the spirits served and will be ordered through the Foundation.

Following May 18th, 2026, all confirmed partnerships will incur a 5% late fee (included in total at checkout) and payment is required in full by credit card.

Seminar Sponsorships - Annual Education Underwriting

The new Annual Education Underwriting model invites brands to support the TOTCF Education program year-round through a holistic lens, opening up opportunities beyond sponsoring seminars during the week of Tales of the Cocktail.

To sponsor this seminar, choose one of our Annual Education Underwriting levels and add it to your cart. To sponsor just 1 seminar, we recommend the Builder Level. To sponsor 2+ seminars and receive even more benefits, you can take advantage of our Mentor Level, Innovator Level, or Leader Level opportunities.