A growing chorus of voices from across Europe is demanding a change in the rules governing ‘rye whisky,’ sparking a potentially significant shift in the global spirits market. Distillers like Kyrö Distillery Company, Stauning Whisky, and Thy Whisky are uniting to pressure their national governments to renegotiate a 20-year-old EU-Canada trade agreement. The agreement, ratified in 2024, currently prohibits European producers from using the term ‘rye whisky,’ reserving it exclusively for Canadian producers.
For years, European distilleries have been crafting exceptional rye whiskies, employing traditional methods and utilizing rye cereal during production – a key distinction from the Canadian approach where no rye grain requirement exists. This difference, coupled with the outdated nature of the 2003 agreement, has created a substantial barrier to market entry for European brands. The argument is simple: the initial agreement was predicated on a specific geographical indication that no longer holds true for Canadian rye whisky.
The initiative represents a significant investment, with at least 18 European rye whisky producers boasting a combined whisky stock exceeding millions of liters and total investments surpassing €100 million. The producers’ demand isn’t simply about brand recognition; it’s about fair competition and acknowledging the quality of European production.
Their proposed solution is threefold: immediate preparations for renegotiation of the EU-Canada agreement, a coordinated joint publicity plan, and a bilateral agreement with Canada focusing on cooperation and knowledge sharing. This isn’t about targeting Canada – it’s about establishing a globally consistent and equitable system for labeling and recognizing the diverse styles of rye whisky being produced around the world. The movement reflects a broader push for greater transparency and fairness within the spirits industry, and the outcome of these negotiations could reshape the future of rye whisky, both in Europe and globally.
