George Teichroeb has spent nearly three decades at the center of North American whisky, from the barrel room to the boardroom. Based in Calgary, he founded Pure Whisky Consulting after building a career that took him through some of the most influential distilleries on the continent, giving him a rare vantage point on the business of spirits.
George's path led him through global leadership roles in the U.S. and Canada. Prior to moving to Kentucky, he worked with Fortune Brands' M&A group to purchase Canadian Club and helped integrate the brand into the Beam Global Spirits portfolio. During his almost decade in Kentucky, George was involved with the Kentucky Bourbon Trail experience in Clermont and led projects at the Maker's Mark plant site.
He transferred back to Canada and assumed the GM role at Alberta Distillers Limited (ADL). There, he helped position Alberta Premium for a new era of Canadian Rye Whisky, one where cask strength and single-grain releases stand alongside traditional blending. That work culminated in Alberta Premium Cask Strength 100% Rye being named World Whisky of the Year in 2021.
Today, through Pure Whisky Consulting, George advises producers and brands across Canada on market entry strategy, spirit sourcing and supply relationships, barrel inventory valuation, deal structuring, bringing foundational expertise in whisky maturation, blending, and barrel management to every engagement.
George speaks frequently on the evolution of Canadian whisky, barrel economics, and the business side of craft distilling, bringing a rare, full-circle perspective spanning M&A, production, and brand strategy on both sides of the border.
