Developing a strategy worthy of world-class hospitality, exceptional Canadian whisky, and international ambition.

The Dream

True Wild Distilling began with a simple but ambitious idea: create a distillery that would become as much a destination as it was a producer of exceptional spirits.

That vision brought together serial entrepreneurs Neil and Evan with master brewer and distiller Bryce. While Neil and Evan contributed a proven track record of building successful businesses, Bryce brought nearly a decade of brewing and distilling expertise, along with a deep passion for advancing Alberta's craft spirits industry. As President of the Alberta Distillers Guild, he has become a respected advocate for independent distillers across the province. Together, they acquired an extraordinary historic property in Calgary with the ambition of creating one of Canada's premier distilling and hospitality destinations.

Like so many entrepreneurs, they shared an extraordinary vision. Just as importantly, they understood that a vision of this magnitude deserved an equally thoughtful plan.

The Decision

Before committing significant capital, the founders partnered with Thoroughbred to determine not simply whether they could build the distillery they envisioned—but whether they should.

The engagement began with Thoroughbred's Go/No-Go Decision Process, anchored by a comprehensive financial model that became the blueprint for every major decision that followed. Together, we evaluated capital requirements, production capacity, equipment sizing, staffing plans, pricing strategy, hospitality revenue, distributor economics, and long-term cash flow, testing dozens of operational and financial scenarios before a single major investment was made.

The outcome wasn't simply a financial model.

It was the confidence to move forward knowing every significant decision had been tested against disciplined analysis rather than assumptions.

The Journey

With confidence in the business fundamentals, the partnership expanded from planning into execution.

Working alongside the founders, Thoroughbred developed the long-term strategic roadmap, engineered one of Canada's premier craft distilleries, and created three distinctive brands—each with its own personality, positioning, and purpose within the portfolio.

Every decision—from production capabilities and operational design to guest experience and brand positioning—was measured against the original business strategy. The result was more than a beautiful distillery. It was a business intentionally designed to support sustainable growth while delivering an exceptional experience for every guest who walks through its doors.

The Legacy

Today, True Wild Distilling stands as one of Alberta's most distinctive craft distilleries—a remarkable blend of world-class hospitality, exceptional Canadian whisky, and disciplined business strategy.

What began as an ambitious vision has become a destination that gives Albertans something new to be proud of. Through thoughtful planning, intentional design, and an unwavering commitment to quality, Neil, Evan, and Bryce have created an experience that is as memorable for its hospitality as it is for the spirits it produces.

Their story is a reminder that remarkable businesses are rarely built on passion alone. They are built when vision is paired with thoughtful decisions, disciplined execution, and the courage to pursue something that will endure for generations.

How the Vision Came to Life

Decision Framework

• Go/No-Go Decision Process
• Comprehensive Financial Modeling
• Strategic Planning

Execution

• Distillery Engineering
• Brand Strategy
• Packaging Design

What Exists Today

• One of Canada's premier craft distilleries and hospitality destinations
• Three distinctive consumer brands
• A long-term roadmap for sustainable growth