J.P. Wiser's Whisky

Established in 1857, J.P. Wiser's Whisky is one of Canada's oldest continuously produced Canadian whiskeys. Hiram Walker &amp; Sons Limited currently produces it at their Windsor, Ontario, distillery. Since 1935, J.P. Wiser's has been the majority shareholder of Corby Spirit and Wine. Both companies came under ownership of international liquor company Pernod Ricard in 2005.
Early history.
John Philip (J.P.) Wiser was born in 1825 in New York. He was the son of Isaac J. Wiser and Mary Egert. In 1857, Wiser began running the Charles Payne Distillery and Farm in Prescott, Ontario, which was owned by his uncle, Charles Egert, and his uncle's business partner, Amos Averell.
Five years after starting as manager of the distillery, Wiser bought out Egert and Averell to become its sole owner. At the time, the distillery produced 116,500 gallons of whisky a year. Wiser introduced his first bottles of whisky at the Chicago World's Fair of 1893. Prior to this time, whisky was only sold in casks or barrels. By the time of the U.S. Civil War, J.P. Wiser's Red Letter Rye was sold in Canada, and J.P. Wiser's Canadian Whisky became available for export. Wiser's son, Harlow, operated the distillery to an output of 500,000 gallons a year until he died at the age of 36 from a heart attack in 1895.
By the early 1900s, J.P. Wiser was exporting whisky around the world, and his distillery in Prescott became the third largest in Canada behind Hiram Walker's in Windsor and Gooderham &amp; Worts' in Toronto. When Wiser died in 1911, Albert Whitney, a treasurer who had worked at the distillery for more than 50 years, took it over.
The company struggled after the death of J.P Wiser, and at the end of World War I, J.P. Wiser's was sold and merged with Corby, J.M. Douglas and Company Limited and Robert MacNish and Co. Limited of Scotland. In 1935, the company merged with Hiram Walker.
Recent history.
Newest Label Launches
Wiser's Spiced was launched in fall 2012. Wiser's Small Batch was also launched to replace Wiser's Reserve, with upgraded packaging and advertising. In September 2013, Wiser's Red Letter was re-introduced to celebrate J.P. Wiser's 150th anniversary.
J.P. Wiser's in the U.S.
J.P. Wiser's Rye and J.P. Wiser's Spiced whisky were introduced to the U.S. market in October 2013.
Advertising slogan.
In summer of 2022, J.P. Wiser's website read: "To the people and moments that matter."
The J.P. Wiser's brand is advertised with a quote from J.P. Wiser, saying "Quality is something you just can't rush. Horses should hurry, but whisky must take its time."
Wiserhood marketing campaign.
In 2008, Wiser's introduced the "Wiserhood" campaign created by John St. advertising from Toronto. The campaign focuses on The Wiserhood, the "Society of Uncompromising Men", represented by a group of dapper men who recognize a small victory for men everywhere.
The campaign resumed in 2010, introducing a "Slow Clap App" and more TV spots. After three years, the Wiserhood took a hiatus.
In 2013, Wiser's launched a modified version of the campaign with social media components. "Wiser's Wants You!" is a Facebook-hosted contest that encouraged entrants to audition for a role in a Wiserhood TV spot.
An article published by The Globe and Mail on April 7, 2011, described a back-and-forth between Michael Bliss (Order of Canada, Royal Society of Canada) and Corby Spirit &amp; Wine president, Patrick O'Driscoll. Allegedly, Bliss said a Wiserhood commercial (in which a bored man on a date at an art gallery begins touching fine art in order to get kicked out of the gallery) was tasteless and suggested it contravened the Canadian Code of Advertising Standards by encouraging the desecration of art. O'Driscoll replied it was intended to be humorous and outlined Corby's support of Canada's artistic community.
Distillery.
Hiram Walker &amp; Sons Distillery
Since the 1980s, J.P. Wiser's Whisky has been distilled and bottled at the Hiram-Walker &amp; Sons distillery in Windsor, Ontario and aged in the Pike Creek area of Lakeshore. Hiram Walker &amp; Sons has the largest distillery capacity in North America with 39 fermenters, producing approximately 55 million liters of absolute alcohol and 60 - 70% of all Canadian whisky. About 75% of this whisky is sold to independent bottlers in Canada and abroad.
The manufacturing process distills 180,000 liters of alcohol every 24 hours and operates 24 hours a day, five days a week and every second weekend to produce a variety of alcohol products. In a year, the facilities handle more than five million cases of spirits. Hiram Walker &amp; Sons holds 1.6 million barrels of spirits in their maturing warehouse, which are blended and eventually bottled on four high-speed lines. The distillery is the only "grain to glass" distillery in Ontario, with over 50 bottle molds available.
In recent years, the distillery has launched environmental initiatives, including reducing the amount of water diverted to waste by 60%, reducing wastewater contaminant by 90% and reducing overall energy consumption by 40%.
Production.
Canada's Food and Drugs Act requires whisky labeled as "Canadian Whisky" be mashed, distilled and aged three years in wooden casks of less than 700 L. Due to the openness of this definition, a Master Blender is free to be innovative in comparison to other whiskies around the world. Today, J.P. Wiser's follows a process similar in tradition to that established from J.P. Wiser's original whiskies:
Master Blender: Dr. Don Livermore.
Dr. Don Livermore has been the J.P. Wiser's Master Blender since early 2012. He took over from his mentor, former Master Blender David Doyle—with whom he helped influence the J.P. Wiser's Legacy label. After beginning his career with Hiram Walker and Sons Ltd. as a microbiologist in quality assurance, Livermore worked in research and product development for 11 years. He obtained his BSc in microbiology at the University of Waterloo and earned a MSc and a PhD in Brewing and Distilling at Heriot-Watt University.
Popular culture.
Wiser's has used actors in their Wiserhood campaign who have gone on to become celebrities in other roles, including Canadian comedian Gerry Dee (Mr. D, Last Comic Standing, Just For Laughs) and English actor Charles Dance (HBO's Game of Thrones, The Last Action Hero, Alien 3).
Further reading.
References