Pierre Mantha is on a mission to become Ottawa’s biggest whisky maker, and he’s pulling out all the stops to make it happen. With two brand-new copper pot stills costing a whopping $400,000 each, he’s not just playing around.
He has plans to acquire two more of these 6,000-litre behemoths, handmade in Chicago, bringing his distillery dreams to life at Artist in Residence Distillerie (or AiR for short). This massive new facility, which represents a staggering $10 million investment in Hawkesbury, has the potential to produce a whopping 4,000 barrels of whisky each year—each barrel containing 200 litres of liquid gold.
Turning Ambitions into Reality
Mantha’s vision is ambitious, and if all goes to plan, AiR will surpass the slightly smaller distillery in Gatineau, which has focused primarily on gin since its inception in 2017.
But right now, he’s celebrating a significant milestone: AiR’s inaugural cases of smoked maple whisky have hit the shelves in about 50 LCBOs (Liquor Control Board of Ontario stores) within an hour’s drive of Ottawa.
His sights are set on expanding to over 200 LCBOs across Ontario in the coming year. Preliminary sales figures are promising. “We’re selling out at some LCBOs,” he says, clearly excited by the response.
His plans don’t stop at whisky. He also has three additional products lined up for launch: a blueberry vodka, a cucumber gin, and a coffee whisky. Each awaits the necessary approval from the LCBO.
Navigating the Challenges
However, Mantha’s journey hasn’t been without its hurdles. “It’s been a shit show,” he admits, reflecting on the various challenges he has faced. Rising costs, unexpected delays, and market pressures have all taken their toll. The Canadian spirits market is experiencing a downturn, and changing attitudes towards alcohol consumption aren’t helping either.
According to recent Canadian guidelines, the recommended alcohol intake has significantly dropped—now suggesting a maximum of just two drinks per week. That’s a stark contrast to the previous recommendations of 10 drinks for women and 15 for men.
Despite the odds, Mantha remains undeterred. “It’s going to be a tough business for the distilleries for the next five years,” he acknowledges.
But he’s committed to learning from his mistakes and moving forward. This attitude is vital for any entrepreneur, especially in a market as volatile as the spirits industry.
The Entrepreneurial Spirit
Mantha’s entrepreneurial journey began long before he delved into distilling. At 57 years old, he has spent three decades building a career as a successful trucking magnate.
Starting in the early 1990s, he founded the Hino Gatineau dealership group, specializing in commercial transport trucks. In 2013, he took a bold leap by establishing Mantha Corp., which now includes multiple businesses in the trucking industry.
Interestingly, his foray into the spirits world was initially intended to be a side project. “It was supposed to be a little project,” he reflects, admitting he never anticipated the growth that AiR would experience. He launched the distillery with the aid of $700,000 in loans from Investissement Quebec and the Quebec Economic Development Program.
Now that he’s made inroads into Ontario, he has his eyes set on expanding into the U.S. “I like to build stuff. I like to create,” he says. “This is the rush. I live this 24/7.”
Overcoming Setbacks
Despite the excitement surrounding his new facility in Hawkesbury, Mantha has faced significant setbacks. He’s currently running at 50% capacity due to equipment issues. “Everything broke,” he shares, indicating the steep learning curve that comes with running a large distillery.
But he’s not one to dwell on the negatives. Mantha envisions a future where he can distill using local corn and water, potentially opening a restaurant and boutique liquor store on his property. His strategic location, nestled between Ottawa and Montreal, gives him a unique advantage. “I want people to have experiences in three years,” he says, looking ahead with optimism.
Local officials are equally optimistic. Hawkesbury’s mayor, Robert Lefebvre, praises Mantha as “quite the entrepreneur and visionary.” After touring his operations in Gatineau, Lefebvre was impressed by Mantha’s track record and enthusiasm for bringing his business to Hawkesbury.
The Market Landscape
In Quebec, however, the spirits market is facing challenges. Mantha reports that sales of gin are down 30%, affecting AiR significantly. Once boasting 40 products in the Société des alcools du Québec stores, he now has only five.
“That’s hurting me,” he admits. “The hype for gin is over. If I had known this, I would have put this on hold.”
Looking forward, Mantha dreams of producing 4,000 barrels of whisky annually in Hawkesbury. But to achieve this, he’ll need to invest an additional $800,000 to purchase two more pot stills. For someone who describes himself as “cash-broke,” this is no small feat.
“I’ve got to wait a couple of years to add the next two,” he explains. “These things cost a hell of a lot of money.”
The Hawkesbury facility will also require several more buildings to accommodate barrel storage. If sales pick up as anticipated, he might even need a new warehouse every year.
A Vision for the Future
Mantha’s ambitious vision for AiR sets it apart from established distilleries in the Ottawa area, many of which produce only hundreds of barrels annually.
For example, Dunrobin Distilleries in Vankleek Hill, founded in 2017, produces 150 to 200 barrels annually, while Top Shelf Distillers in Perth is aiming to produce 1,500 barrels per year by the end of 2025.
As Mantha forges ahead with his plans, he embodies the entrepreneurial spirit that drives innovation and growth in the spirits industry.
In a market filled with challenges, it’s his ambition and determination that may just pave the way for his success as Ottawa’s leading whisky maker.
