Forty Creek is a Canadian whisky, founded independently in 1992, when John Hall bought Rieder Distillery from its founder, renamed the distillery ‘Forty Creek’ and changed the focus from fruit spirits to whisky. Interestingly, compared to whisky production in other parts of the world, Canadian whisky has benefited from less rigid regulation. This freedom to play with the ingredient profile of mash bills, the variety of barrel types used for ageing as well as the master blending of finished whiskies is what sets Canadian whisky apart.
This is something that Bill Ashburn, Forty Creek’s Master Blender, can speak about with passion, as a person who has carved out a new path for Canadian whisky. In 2000, Forty Creek’s most awarded whisky, Barrel Select, was launched, preparing the ground for business expansion. In 2007, the first of a series of Forty Creek Annual Limited Releases were launched, which are limited-edition expressions that vary with each lot. In 2012, Forty Creek Copper Bold (formerly Copper Pot) and Forty Creek Creams were introduced.
In 2014, as the fastest-growing player in Canadian whisky, Forty Creek was acquired by Campari Group, the world’s sixth-largest spirit holding group. With the acquisition came a new path for innovation and excellence, widely recognised when Forty Creek was named Whisky Maker of the Decade at the 2020 Canadian Whisky Awards, solidifying its reputation for changing the game in Canadian whisky.
Business Focus had the pleasure of interviewing Bill Ashburn, who has been the pivotal person behind Forty Creek’s success and growing reputation. He himself first arrived at the Rieder Distillery in 1987 and has been an integral part of the brand’s development and growth ever since.
Bill, what made you join the company in the first place?
After graduating from college, I started to work in the wine industry which, in Canada, is quite large and unique with a lot of flavoured wines being produced, at least at that time. The winery I worked for started to work with Rieder Distillery and I got intrigued by the distillation process. Moving to distilled spirits was a natural evolution for me. That was over 36 years ago now and I am still here. I think I found my niche.
What is the reason behind the brand name? Why Forty Creek?
Our distillery is in Grimsby, in the Niagara region of Canada. We take our name from the 40 Mile Creek, which runs through the centre of the town of Grimsby and was named that way because it is 40 miles from Niagara Falls. That is the way all the creeks were named in this area when it was first settled way back in the 1700s. We decided that would be a great name for a whisky distillery.
Could you briefly describe the evolution of Forty Creek over the years as a brand?
Back in the early 1990s Canadian whisky was in decline. We entered the Canadian whisky market at a time when everyone else was ignoring it. And we came with a new way of approaching Canadian whisky that was lighter and fresher. That spirit of innovation continues to this day.
Just last year, we introduced a fresh look through our redesigned packaging, a reflection of this spirit of innovation and our perpetual pursuit of excellence. This updated design serves as a symbol of our commitment to sharing premium, exceptionally smooth whisky crafted in the heart of the Niagara region with whisky enthusiasts worldwide.
Since then, we have leaned into our strong ties to the Niagara region which has influenced our latest release, Cherrywood Reserve, an homage to the Niagara fruit belt and the source of more than 90% of Ontario’s tender fruit crop.
Why is innovation important to Forty Creek?
From my own personal perspective, innovation is what keeps me interested. It is what makes me get up in the morning. Innovation gives us all our inspiration and our drive to continue. It also separates us from the rest. Today we are viewed as an innovator within the marketplace. Our goal now is not only to continue growing in Canada with our existing and innovative products but now also to expand internationally.
Apart from the focus on innovation, are there any unique features of Forty Creek that distinguish the company from its competitors?
I think what makes our products and our company unique are the people who work here. We have a lot of very passionate people, people who have been here a long time. We are all focused on the same goal, always striving to do better.
We are also forming partnerships with non-traditional companies within the whisky sector; we have formed partnerships with iconic Canadian brands like Balzac’s Coffee Roasters and Kotn 
Supply to support our recent campaigns for Forty Creek Butter Tart and Forty Creek Original Cream. We are trying to reach out beyond the alcoholic beverage industry, and that has been very successful.
We have also recently introduced the Niagara Whisky Guild, where whisky fans have the opportunity to explore the world of whisky at our Forty Creek Distillery. For select periods throughout the year, we curate three-course offerings, providing the public with a chance to engage in a hands-on exploration that fosters a profound understanding of whisky. We truly enjoy finding ways to educate consumers about the world of whisky.
Are there any achievements that you are specifically proud of?
We have been very successful with our whiskies not only in the marketplace but also in whisky competitions. In 2020, we were named Whisky Maker of the Decade at the Canadian Whisky Awards, and that is a pretty big achievement.
Last summer at the World Whisky Masters competition in the UK, our Barrel Select whisky, one of the original Forty Creek whiskies launched, was awarded a gold medal. A product that has been in the market for over 23 years and still winning gold medals at international competitions is quite special.
Our latest releases, Forty Creek Cherrywood Reserve and Forty Creek Butter Tart Cream have also received gold and silver medals, respectively, from the San Francisco World Spirits Competition.
What was the inspiration behind the brand’s most recent launches, Forty Creek Butter Tart, and Forty Creek Cherrywood Reserve?
Cherrywood Reserve was inspired by its surroundings, the Niagara Region, which is home to one of Canada’s most treasured fruit belts. It is also the home of Forty Creek and the source of more than 90% of Ontario’s tender fruit crop, including the sweet and sour cherries. Embodying the bountiful Niagara Region, Forty Creek Cherrywood Reserve is steeped with kiln-dried Cherrywood staves to extract the natural flavours of this unique wood, harmoniously complementing the liquid’s own white pepper, warm spice, tart cherry, and vanilla finish.
Forty Creek Butter Tart is a cream liquor inspired by Canada’s most iconic dessert, the butter tart, meant to have a taste reminiscent of the classic Canadian delicacy. So far it has been performing extremely well for us.
What are the brand’s long-term plans?
Our plans are to continue to innovate. We are trying all kinds of different things that either have not been done in whisky or have been done so long ago that no one remembers. I enjoy looking at historical documents on whisky and whisky techniques as inspiration for the future.
I am always working with the rest of the Campari team on new blends and techniques to potentially introduce in future years. Our goal is to continue leading the way in the Canadian whisky landscape by creating exceptional expressions that captivate whisky enthusiasts and expand the brand’s reach.
