Like many other Quebec distilleries, Cirka pushed ahead during the pandemic by producing disinfectant gel. When the time came to relaunch its production of fine alcohols, Paul Cirka saw the specter of closure looming. A shadow immediately dissipated by the providential arrival of singer and new associate Michael Bublé.
Paul Cirka knew that Bublé was passionate about whiskey, but he admits that his approach to the international star was completely naive. “I didn’t even think I could get in touch with him,” admits the master distiller. However, he replied to me asking me to send him some samples. We sent him three or four products; It was his birthday that weekend. The following week, he called me to tell me he was interested in collaborating with us! »
It took almost three years to develop the product, named Fraser and Thompson in honor of the confluence of waterways where Michael Bublé’s grandfather’s cottage was located in British Columbia. The idea was to find a whiskey that was as accessible as it was sophisticated, at a reasonable price. Like Michael Bublé, in fact. “He’s incredibly down to earth, but he’s also full of knowledge. So I wanted to make a whiskey that could be associated with Michael Bublé. Something that has class, but also very accessible. The result is a bit of Michael in a bottle! »
Although he was involved in developing the F&T recipe from the start, Bublé completely steps aside when it comes to talking about the product. “Paul is the reason I got on board with the project, he’s Paul, the star,” the Vancouver singer tells us. I’m the face, the guy who can open doors. But when you think about it, it’s mostly a partnership between two artists. »
Michael Bublé also draws a parallel between his work and that of the master distiller and blender. “We tested many versions of the liquid and when I thought it was perfect, Paul kept saying it wasn’t ready yet. »
It’s not much different from music, with the genre mixing and experimental work. But ultimately, what matters most is passion. We feel the same way when we manage to experience this powerful feeling of accomplishment. It’s extraordinary.
Michael Bublé
Ambitious project
PHOTO PROVIDED BY THE CIRKA DISTILLERY
Fraser & Thompson is made from a blend of North American whiskeys, the most marked aromas coming from Cirka, in Montreal, the first distillery in Quebec to produce alcohols from grain to bottle.
Michael Bublé admits that he first envisioned the approach as “two guys from Montreal and Vancouver working together on a small project.” But when he gets involved in something, he goes all in. The singer therefore extended his contacts, so much so that Southern Glazers, the largest distributor of spirits in North America, found himself involved, which in turn took advantage of its links with WES Brands, which represents brands of fine spirits associated with stars like Mark Walhberg and Jamie Foxx.
Fraser & Thompson whiskey is now intended for the entire North American market. “It’s a job in three stages,” explains Paul Cirka. It starts in Montreal, where we create the most pronounced flavors, after which the assembly is carried out at Heaven Hill, in Alberta. It all ends in Bardstown, Kentucky, where the bourbon is added. We develop the product, we supervise all the stages and so far, it corresponds perfectly to the process we have developed. »
“An artisanal producer always hopes to obtain recognition that could potentially interest investors,” recognizes Paul Cirka.
But to have the opportunity to be associated with a big name and a global brand is special. Being at the heart of such a project is a dream come true, especially since my heart has always leaned towards whiskey.
Paul Cirka
While Michael Bublé still considers music his first true love – he just released a Christmas play with Cher – he admits he loves being able to get deeply involved in the marketing of his whiskey. But he is aware that his role has its limits: “I could talk about it for days, but that’s not what will ensure its success,” he warns. All I have to do is convince people to dip their lips in it. »
According to Paul Cirka, Southern Glazers is in talks with the SAQ. He hopes that Fraser & Thompson will be in Quebec by the beginning of 2024, preferably in time for Christmas.