J.P Wiser’s Gives Canadians a “Second Shot” at Celebrating Moments Missed During the Pandemic

According to a recent study conducted by J.P. Wiser’s, 80% of Canadians, which is equivalent to 24 million people, missed out on celebrating a significant life event as a result of the COVID-19 pandemic. Additionally, over 13 million Canadians were unable to reconnect with their family during this time.

In response to these findings, J.P. Wiser’s launched the ‘Second Shot’ campaign to reinforce the idea that everyone deserves a second shot to reconnect with others and celebrate the times that they were forced to miss out on. The campaign features real stories from real people with the goal of letting other Canadians know that they are not alone, in hopes of inspiring them to celebrate the lost moments now. 

For two days, J.P. Wiser’s turned Toronto’s Madison Avenue Pub into the ‘Second Shot Bar’ to create personal experiences for each guest. From citizenship and grad ceremonies to bachelor parties and hockey team celebrations, watch how J.P. Wiser’s helped some fellow Canadians create new memories. 

For those of you who are not familiar, J.P. Wiser’s, also known as John Philip Wiser, began distilling and barreling whiskey in 1857. Over time, J.P. Wiser’s became Canada’s third-largest distiller and they now sell whiskey all over the world. 

J.P. Wiser’s follows 8 steps when making their whiskey. The essential elements for their whiskey are grains, yeast and water, so the process begins with selecting the grains. Once the rye, corn and other grains are chosen, they ‘malt’ and ‘mill’ (cook and crush) them in order to break down the starches and allow the yeast to transform the sugars into alcohol. Next, the fermented liquid is distilled and this process is controlled and monitored by the J.P. Wiser’s Head of Distilling and Master Blender. 

Canadian whiskies are aged for at least three years in wood barrels. J.P. Wiser’s char and toast each barrel to get rid of unwanted flavours, as well as develop new ones while the whiskey ages. Then, all of the barrels must be drained and filled before being blended. The blending procedure is very specific and includes combining light distillates with flavourful and spicy spirits to create the J.P. Wiser’s signature flavour. Once the Master Blender is satisfied, the whiskey is bottled and tested. When testing, each batch of whiskey goes through a quality control procedure that involves a 20-person sensory analysis team. From here, J.P. Wiser’s is finally poured into your glass! 

If you’re looking to try some of the J.P. Wiser’s beverages, be sure to taste their 18 Year Old Canadian Whiskey. With a flavour profile of Autumn florals, green apple, fresh pine, caramel, spice and oak, it’s no surprise that this whiskey has won awards!