Canada’s premier whisky show for connoisseurs by connoisseurs
Established in 2004, Spirit of Toronto is Canada’s premier whisky event. We’re looking to partner with premium brands to showcase their best products and grow —
• Brand Awareness
• Brand Education
• Brand Love
in Canada through our audience of likeminded whisky lovers, developed over the past twenty years.
Our Event
Your best bottles deserve a premium setting.
For twenty years Spirit of Toronto has been held in the elegant surrounds of Roy Thomson Hall, a Canadian landmark and cultural institution.
Here we set the stage for meaningful engagement between your brand and our guests, sparing no expense with live jazz music, a sumptuous buffet, tutored tastings, and uniformed waitstaff at the ready.
Our Audience
We’ve cultivated a rich and loyal following over twenty years, along with a database of 7,000 email addresses.
The result is a fully paid and committed audience who purchase 60% of tickets on the first day of sales.
These repeat guests are genuine influencers: the ones who advocate for the brands they love, and the ones their circle will rely on for purchasing advice and recommendations.
About Us
Johanna Ngoh is a whisky aficionada who first journeyed across Scotland on her motorcycle in 2000, returning home with an enviable clutch of whisky that formed the beginnings of a modest cellar.
She founded Spirit of Toronto four years later with her husband and partner, Charles Anderson, and they have since explored whisky on three continents with visits to more than a hundred distilleries.
Johanna is also the author of Single Minded, A Modest Guide to Really Good Whisky, and from 2016 to 2020 she was the founder and publisher of Distilled, a print magazine devoted to the craft and culture of fine spirits.
Her writings on whisky and spirited travel are now published on her popular Substack by the same name.
Testimonials
“Johanna’s achievement in founding Spirit of Toronto – along with managing, developing and growing it for twenty years – has required a considerable degree of talent, diplomacy and persistence, not to mention a huge amount of passion and hard work. It has made Spirit of Toronto an institution, and has done so very much to build the appreciation of whisky in Canada and beyond. Many congratulations Johanna – here’s to the next twenty years!”
Charles Maclean M.B.E.
Author and Master of the Quaich
“Spirit of Toronto is an exceptional event that showcases a diverse range of premium whiskies from around the world. For over twenty years, Johanna has been committed to creating an unforgettable whisky experience for all uisgephiles. Guests consistently praise the quality and insightfulness of the event, and look forward to engaging interactions with industry experts, leaving with a deeper appreciation for the art of whisky making, and a memorable experience that celebrates the rich heritage of this beloved spirit.”
Dr. Don Livermore
Master Distiller at Hiram Walker & Sons
Let’s work together…
Spirit of Toronto returns on Saturday May 9, 2026
Vendor stands, custom booths, masterclasses, premium positioning, cocktail activations, satellite tastings… let’s collaborate and connect your brand to an audience of discerning drinkers thirsty for discovery and appreciation.
