Continuing to Create, Even in Times of Crisis – The Adaptability of O’Dwyer Distillery

June usually marks the start of the tourist season in Gaspésie. But when the pandemic hit, everything changed.
For Michael Briand, co-owner, and the entire team at O’Dwyer Distillery, slowing down was never an option. The goal was clear — maintain production, innovate, and prepare for the future, all while ensuring the safety of customers and employees.

Quick Operational Reorganization

From the first weeks of the health crisis, the distillery adapted its operations:

  • Limited on-site presence to two people at a time.

  • Separate work zones to comply with distancing guidelines.

Meanwhile, demand for spirits at the SAQ increased. But this growth also brought challenges: supply delays, difficulty sourcing certain ingredients, and uncertainty over delivery schedules.

From Gin… to Hand Sanitizer

Part of the alcohol originally intended for Gaspésienne No. 20 was redirected to the production of hand sanitizer.

Following the official Health Canada formula and after thorough testing, the distillery was able to offer an effective product at a fair price — about half the market rate — to support the local community.

A Reimagined Tourist Experience

Guided tours, a key part of the customer experience, were completely redesigned:

  • Small groups of 5–8 people, by reservation only.

  • Outdoor service window for purchases, minimizing contact.

  • Real-time communication via our Facebook page to update hours and availability.

Innovation Despite the Pandemic

The crisis didn’t stop the distillery’s creativity. Two major new products were launched:

  • Pudding Stone: a house-made cream liqueur, also available in a barrel-aged version.

  • Gaspésienne No. 20: a maple spirit inspired by local maritime heritage.

These launches were made possible thanks to the team’s flexibility and the support of craft spirit enthusiasts.

Conclusion

The pandemic reinforced an essential truth: innovation and adaptability are key to overcoming crises.
At O’Dwyer Distillery, we turned a challenge into an opportunity, welcomed visitors safely, and stayed true to our mission: crafting unique, proudly Gaspésian spirits.