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“That’s our home. That’s where we make our product. You made a comment earlier about people not knowing that so we’re so excited to finally tell that story.”

Because of the heat and the size of the distillery and bottling plant, the public won’t be able to tour the whole distillery. The brand centre will re-create the grain to glass process and talk about the craftsmanship that goes into whisky as well as offer whisky tastings and the ability to purchase J.P. Wiser’s whiskies.

“We want to celebrate how we make whisky. I fundamentally believe that Canadian whisky is some of the best whisky in the world but a lot of Canadians don’t really know that yet,” Selvakumar said.

More details will be available after the launch with the media Oct. 4 which is the birthday of J.P. Wiser, one of the original Canadian whisky barons who was distilling whisky in Prescott, Ont., in 1857.

Part of the brand’s re-launch included a new television commercial which premiered during the NFL kickoff game last week and was filmed in Windsor at the distillery. It begins over the Detroit River with a view of the distillery’s grain elevators and only includes employees at the distillery including master blender Don Livermore. The new branding called Hold it High celebrates the time, care and pride that about 160 Windsor workers put into each J.P. Wiser’s bottle at the riverfront distillery, he said.

The distillery which produces whisky, gin, rum and liqueurs and is the largest in North America is owned by the French company Pernod Ricard and managed by Corby Spirit and Wine Limited.