We Can't Call it Bourbon...But You Can

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Creativity Trumps Tariffs: 'We Can't Call it Bourbon, But You Can'

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In the world of international trade agreements, labels matter. Under the United States–Mexico–Canada Agreement (USMCA), the term "Bourbon" is reserved exclusively for spirits produced in the U.S. This means that even if a Canadian whisky meets all the traditional bourbon production criteria—corn-heavy mash bill, aged in new charred oak barrels—it still can’t legally wear the name.

Enter Rideau Whisky.From Top Shelf Distillers in Perth, Ontario, Rideau Whisky is crafted with local grains, pure Lanark County spring water, and first-use barrels sourced from Kentucky cooperages. It’s everything bourbon lovers appreciate—but thanks to NAFTA/USMCA regulations, it proudly bears the label "Canadian Whisky" instead.Turning a Trade Restriction into a Brand Opportunity.

Instead of treating this as a limitation, imagine Rideau Whisky leaning into the technicality of the rule with a campaign built around:"We Can’t Call It Bourbon, But You Can."A strategy like this would:

✅ Engage whisky lovers—inviting them to judge for themselves.

✅ Embrace transparency—turning legal jargon into a fun, consumer-driven conversation.

✅ Playfully challenge the rulebook—positioning Rideau Whisky as the "Canadian bourbon in everything but name.

"Creativity Trumps Tariffs. Always."

In a market dictated by trade agreements, tariffs, and bureaucratic red tape, bold brands find ways to stand out anyway. By celebrating its Canadian identity while winking at its bourbon-like qualities, Rideau Whisky could own a unique, differentiating story that gets people talking, tasting, and toasting.

Would this campaign make you curious to try it?