Spotlight on Research

Research @ Schulich Podcast with Cameron Graham

Episode 5: Maxim Voronov on Distilling Authenticity In The Canadian Whisky Industry

The idea of “Authenticity” refers to the quality of being seen as real or genuine. Consumers crave authenticity, especially when it comes to hand-crafted or luxury products. Imagine being presented with the choice of two plates of sushi – one that comes from a Florida supermarket, and one that’s made by a skilled sushi chef who has trained for years in Japan. Which would you perceive as a more “authentic” plate of sushi?

Increasingly, authenticity has been seen as a source of competitive advantage for businesses. “Authenticity work” – the process by which businesses work to create and sustain believable authenticity claims – is an important part of how brands tell (and sell) their stories to consumers. Be it by highlighting “traditional” business practices, the genuineness of the staff, or how a product is made , authenticity and authenticity work has emerged as an important organizational practice in many industries.

The Canadian Whisky Industry (that’s ‘whiskey” without the “e”) is one area that trades heavily in authenticity. While some distilleries may promote their heritage and lineage, others may talk about the expertise of their team or new and unique processes. All of them have one goal in common – to be seen as an “authentic” brand in the minds of consumers, and reap the benefits associated with being a “true whisky”

Find out how the lessons learned by distilleries in Canadian Whisky industry can be applied across the business world – and what you might need to do to present your brand or product as “authentic” in a believable way.

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Read Maxim’s article “Distilling Authenticity: Materiality and Narratives in Canadian Distilleries’ Authenticity Work” here: Click Here