In the quiet, picturesque setting of a West Coast cabin, we sat down with George C. Reifel, the 2nd, (referred to as George Sr.) and his son, George F. Reifel (referred to as George Jr.), who carry the legacy of a gentleman who profoundly influenced Canadian distilling. Though neither of them has worked in the whisky business, their pride in the impact their father and grandfather, George H. Reifel, had on the industry is unmistakable. Launched nearly two years ago in 2022, Reifel Rye pays homage to this legacy, even as the brand itself is still in its infancy. What we didn’t realize at first was really how deep those roots are–dating back to the 20th century prohibition era, that is.
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While Reifel Rye is a relatively new name on the market, the Reifel family’s roots in the distilling industry run deep. The story begins with George H. Reifel’s father, George C. Reifel and grandfather, Henry Reifel, who were significant figures in Vancouver’s rum-running scene during the Prohibition era. But it was George H. Reifel, son of George C. Reifel, the 1st, who would go on to pioneer rye whisky distilling in Calgary, Alberta, founding Alberta Distillers Ltd. in 1946. This distillery quickly became one of the most respected names in Canadian whisky, and today, Reifel Rye serves as a tribute to the man who started it all.
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A legacy beyond the business: 5 generations of Reifel
The Reifel family’s history in the alcohol industry is aged in rich tradition, beginning with the shadowy days of rum-running under Henry and George C. Reifel’s leadership. The family made a significant mark during the Prohibition era, but their influence continued beyond those years. George H. Reifel, eventually was approached by his co-founders to found Alberta Distillers Ltd., carrying the family legacy forward by establishing a respected rye whisky tradition in Alberta. His impact on the industry is still felt today, even though the Reifel family no longer runs the business. Now owned and operated by the global brand of Suntory Global Spirits.
A Father and Son’s perspective
For George Sr. and George Jr., witnessing the launch of Reifel Rye has been a deeply personal experience. Though they never worked directly in the business, their connection to their family’s history is strong. “Having the Reifel name on it is a huge honour,” George Sr. shares. “They’re honouring the gentleman who was involved with the creation of Alberta Distillers (and a distilling pioneer)—my father and George’s grandfather. That’s a big honour to us, and it’s a legacy we wanted to support.”
Sitting in a warm and cozy looking room, of what looked like a wooden cabin, the pride they feel in their family’s history is palpable. George Jr., who never had the chance to meet his grandfather, found an unexpected connection through this project. “It feels good. It’s certainly something that I’m proud of. I think it’s a really interesting piece of history for our family,” George Jr. reflects. “I got to learn a lot more about him and the history of the family that I probably wouldn’t have known otherwise.”
A product that reflects a gent’s spirit
Reifel Rye is more than just a whisky—it is a reflection of the man it honours. George H. Reifel, known for his adventurous spirit and deep respect for Canada’s natural abundance. This is captured in the whisky itself, crafted from Canadian prairie rye, 100% pot distilled, and aged in new charred white oak and ex-bourbon barrels. The result is a complex and spicy spirit, boasting notes of toffee, banana bread, chocolate, poached pear, and crème brûlée—rightfully earning the moniker: Feast of a Whisky.
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For George Sr. and George Jr., their involvement in the project, even from a distance, has been about ensuring that the final product is something their forebear would be proud of. “Ultimately, the most important thing for myself, and I know for my dad as well,” George Jr. shares, “is that it’s something my grandfather would be proud of.” And by all accounts, Reifel Rye has lived up to this standard, receiving enthusiastic responses from friends, family, and whisky connoisseurs alike. The already award-winning spirit has received international accolades including Gold at the SIP Awards 2022 and Gold at the International Spirits Challenge 2022.
Enjoying Reifel Rye
While Reifel Rye is certainly a top-shelf sipping whisky, there are many ways to enjoy it, each reflecting a different aspect of its rich flavour profile. George Sr. emphasizes its quality as a sipping whisky, ideal for enjoying neat or on the rocks—a serve that’s fondly dubbed “Reifel on the Rockies.” Meanwhile, George Jr., representing the younger generation, enjoys Reifel Rye in a Rye Manhattan, highlighting its versatility in classic cocktails. For those who appreciate a refreshing twist, Reifel Rye can also be savoured in a Reifel Sour, further showcasing its adaptability.
Honouring the legacy, through Reifel Rye
Although the Reifel family no longer controls Alberta Distillers Ltd., the legacy of George H. Reifel within the company remains strong. The transition of the distillery into the hands of Suntory Global Spirits has not diminished the pride the family feels in seeing their name on a product that embodies the principles George H. Reifel stood for—quality, craftsmanship, and a pioneering spirit.
As they continue to share Reifel Rye with friends and family, George Sr. and George Jr. act as informal ambassadors for the brand, spreading the word about a whisky that represents so much more than just a drink. “We’ve converted a lot of Scotch drinkers,” George Sr. says with a smile. “It’s certainly a top-shelf product, and we want people to enjoy it as a high-level quality whisky—not your typical rye and coke off the tailgate of a truck.”
A future rooted in the past
Looking forward, the Reifel family hopes to see Reifel Rye continue to grow and reach new audiences, both in Canada and beyond. “We’d like to see it continue,” George Sr. shares. “We’ve got friends in the U.S. who are eager to get their hands on it, and while that’s a question for Alberta Distillers and Suntory Global Spirits, we’re doing our part to be ambassadors.”
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As the interview concluded, it was clear that for the Reifel family, Reifel Rye is more than just a business venture—it’s a continuation of a legacy that began with rum-running on the West Coast and evolved into a respected distilling tradition in Alberta. It’s a whisky that honours the past while looking toward the future, and for George Sr. and George Jr., that’s something worth celebrating.
Where to find Reifel Rye near you?
Reifel Rye is currently available across Canada, retailing at about $50 CAD per bottle (varies by province) with distribution through major liquor stores such as the LCBO, SAQ, and BC Liquor Stores. For those in other provinces, it’s worth checking your local retailers. George Sr. has often expressed his aspiration to see Reifel Rye reach the U.S. market one day, sharing that friends and neighbors south of the border are eager to get their hands on it. While distribution in the U.S. is yet to be realized, George Sr. remains hopeful that it will soon become a reality, allowing more whisky enthusiasts to experience the legacy that Reifel Rye represents.
