【Exclusive Interview】Ernest Troth – James Bay Distillers

One striking feature of James Bay Distillers is its wide variety of spirits, including three kinds of whiskies: American, Canadian, and Scotch. As the only craft distillery in the United States that is allowed to blend Scotch whisky outside of Scotland, its spirits are enjoyed and awarded internationally.

This time, Dear WHISKY interviewed Ernest Troth, one of the two founders and owners of James Bay Distillers.

He shares his career starting the distillery in Canada and moving to the West Coast of the United States. He also explains the company’s philosophy of creating spirits: creating spirits of high quality, “sipping spirits.”

The Basic Information of James Bay Distillers

Company’s Name	James Bay Distillers
Year of Establishment	2014
Founders/Owners	Ernest Troth Leigh Troth
Location	3101 111th Street SW, Ste B Everett, WA 98204
Official Website	James Bay Distillers

About Mr. Ernest Troth

A TV show as an inspiration for a career in spirits

Dear WHISKY：
Could you briefly introduce yourself?

Ernest：
My name is Ernest Troth, and I am one of the two founders and primary owners of James Bay Distillers.

Dear WHISKY：
When did you start the distillery project, and what was the inspiration for it?

Ernest：
We started our distillery in 2013 because of a TV show called the Moonshiners in which people make moonshine corn whiskey in the hills and mountains of Virginia and North Carolina. After watching it, we got interested in making spirits.

Dear WHISKY：
What did you do first to create the distillery?

Ernest：
First, we went to different distilleries and did some part-time work there. Those experiences made us confident in making our own distillery.

Although we did not have the permits to start the distillery at that point, it seemed very entertaining to us. So, we started to get ready, and finally, we got permission and created a company in 2014.

Pursuing the distillery project in British Columbia

Dear WHISKY：
Where did you start the distillery?

Ernest：
We thought of the distillery project in the United States but wanted to start the distillery in Alberta, Canada, and then moved to British Columbia from the US in 2017.

Dear WHISKY：
Why did you move to British Columbia?

Ernest：
We chose British Columbia because we found in our assessment that Canadians are five to eight years behind the United States in terms of food and beverage innovation. We thought there are a lot of craft opportunities that the Canadians missed, so this would be a good opportunity to locate in British Columbia.

Dear WHISKY：
How was the project in British Columbia?

Ernest：
We found that British Columbia had better opportunities as we assessed. However, we felt the market was not ready for what we wanted to accomplish, as we were actually far ahead of it.

So, we pivoted and returned to the United States in 2018 to establish our current facility in Everett, Washington.

A distinct approach from the East Coast

Dear WHISKY：
Why did you choose to start from Washington State?

Ernest：
When we were thinking of starting our distillery, we lived in Virginia, on the East Coast of the United States. However, we believed that we could find many other opportunities to create different flavours and spirits outside the East Coast. This led us to start distilling in Canada and later move to Seattle. 

Dear WHISKY：
How do people make whiskey on the East Coast?

Ernest：
We found that everyone involved in whiskey-making on the East Coast had the same idea and marketing story. They wanted to make a bourbon whiskey or moonshine with the recipe that they inherited from their grandfathers during the prohibition era. 

Seattle, a diverse community that is open to new ideas

Dear WHISKY：
What is the community of Seattle like?

Ernest：
Seattle has a broad international community, and consumers are very open to new ideas about food and spirits.

We find that they love the experience of going to the distillery and learning about whiskey.

Even people who have never tried whiskey by itself, they enjoy tasting if we teach them the vocabulary for whiskey, how to drink whiskey, and how to find the flavour notes. 

Various experiences applied to whiskey-making

Dear WHISKY：
What did you and your wife, Mrs Leigh, do before launching the distillery?

Ernest：
Before moving to Washinton State, my wife was a computer programmer and engineer, and I was involved in the American diplomatic service in the Middle East. So, we had a different range of experiences.

Dear WHISKY：
Despite having different experiences, what brought you to the spirit industry?

Ernest：
We explored other industries, like agriculture, but we found that launching a distillery was the most interesting idea that we could pursue.

A fulfilling part of work: Every day is different

Dear WHISKY：
How many people are working at the distillery?

Ernest：
We have five employees, including two of us and part-time workers. 

Dear WHISKY：
What kind of work do you engage in daily?

Ernest：
We do anything from marketing to production and sales. We work on every aspect, from installing light bulbs to devising new recipes for upcoming spirits.

Dear WHISKY：
What part of jobs do you find interesting?

Ernest：
As the primary owner of the distillery, I know that every day is different. We engage in routine whiskey-making work and various tasks that differ from day to day, like marketing appointments and customer service.

I like this part of the work because I can engage in a variety of tasks that make our days different.

About James Bay Distillers

Locating next to the airport

Dear WHISKY：
Could you describe the location of James Bay Distillers?

Ernest：
We’re located at Paine Field Airport, which is an International Airport about 20 miles north of Seattle. We are situated actually on the grounds of the airport between its two runways. We see all the flights taking off and landing from the Paine Field airport, so we joke that every day is an air show.

Dear WHISKY：
Why did you choose to build right next to the airport?

Ernest：
We chose this location because of the facility and the access. We have tons of parking, a flat even floor and all the fire safety that we need. It was perfectly equipped and saved our investors’ money.

Also, we have very convenient access to deliveries and shipping.

When we have an order from a customer, for example, in Tokyo in the morning, we can send our spirits the same afternoon, either from the Pain Field airport or the Seattle Tacoma Airport.

The story behind the name and logo

Dear WHISKY：
Where does your name and logo come from?

Ernest：
James Bay comes from the main harbour in Victoria, British Columbia. During the summer, James Bay and Victoria are the world’s busiest terminals for the floatplane, which is our logo. A floatplane arrives or departs about every seven minutes because some places in Canada are accessible only by plane. 

Dear WHISKY：
Why did you choose James Bay and a floatplane?

Ernest：
We chose them because we like the idea of romance and adventure that floatplanes give us.

As it is a small kind of plane, you can talk with the pilot while you are flying and you can feel the excitement and a sense of exploration, which we hope that people will see through our company.

Products of James Bay Distillers

Producing various kinds of spirits

Dear WHISKY：
What distinguishes the products of James Bay Distillers from other distilleries?

Ernest：
Our focus is a broad range of international flavours.

We have a total of 14 different products, including Bourbon whiskeys, Scotch whiskies, six different gins, three different vodkas, and Finocchietto, an Italian spirit.

Dear WHISKY：
Why did you decide to produce many kinds of spirits within a distillery?

Ernest：
Because we wanted to show our ability to create a wide assortment of different products that could all be premium in quality. What inspired us is our friends who are chefs and our travels around Europe, the Middle East, and Asia.

Dear WHISKY：
How do you decide on which flavours to pursue?

Ernest：
We get a lot of influence from our family members who make suggestions about our new release; for example, we will send some samples of our spirits to them to get their impressions.

Bourbon whiskey with a natural sweetness of corn

Dear WHISKY：
What kind of spirits did you first make?

Ernest：
We started with the bourbon whiskey, which is made from hundred percent corn.

Dear WHISKY：
Why did you choose to make whiskey with a hundred percent corn?

Ernest：
This is based on our philosophy that whiskey people are similar to wine people. In public, they talk about how they like dry wine, but at home, they drink something slightly sweeter. Corn whiskey has natural sweetness, so we focused on 100% corn whiskey with no added sugar.

Water, carefully chosen to enrich flavours

Dear WHISKY：
Where do you source the water for whisky production?

Ernest：
For the mashing, we use quality-controlled water that comes from the local aquifer, the Cascade Range. To make each of the spirits a high-proof from 40 to 80 percent, we use reverse osmosis water, which is a highly filtered water that does not add to or subtract from the spirit. So, when we want to make a spirit with a certain taste profile, the water doesn’t interfere with the process. 

One small still that encourages new ideas

Dear WHISKY：
How much do you produce per year?

Ernest：
We have two stills, and our current overall production is just under 5,000 gallons (19000 litres) per year.

One of the stills is only 20 gallons for making new ideas and mistakes. It’s because we think it’s easier to make mistakes at 20 gallons than our other still, 230-gallon capacity. 

Sipping spirits that can be enjoyed by itself

Dear WHISKY：
What kind of whiskey do you aim to produce?

Ernest：
We aim to produce whiskey as a sipping spirit.

Dear WHISKY：
What is sipping spirits?

Ernest：
This is a concept typically referring to whiskey that can be served without any mixers. In the United States, there are 4,700 craft distilleries and many of them make spirits with decent quality, but sometimes, you need to add a mixer like soda, tonic water or ginger ale because the flavors are not precise or flavorful enough.

So, our goal is to produce whiskey that is amazing right from the bottle.

Dear WHISKY：
Why do you aim to pursue the concept of sipping spirits? 

Ernest：
This is because people could buy the whiskey for the first time, maybe due to the pretty labels that make customers feel like they are engaging you in the story.

However, people buy the bottles multiple times only when the quality of the spirit meets their expectations. So, we believe that everything from our distillery has to be a sipping spirit.

Blending Scotch Whisky in the United States

To meet the demands for Scotch in the United States

Dear WHISKY：
Why did you start blending Scotch Whisky?

Ernest：
We wanted to have options for people who visit our distillery but prefer to drink Scotch whisky rather than Bourbon whiskey.

Dear WHISKY：
Is there any difficulty in starting the Scotch whisky project?

Ernest：
We first have to get a permit from HMRC, His Majesty’s Revenue & Customs. However, it was very straightforward, and the application process only took six months.

So, nothing particular was very difficult, and we proceeded with the project for fun and for our guests who like to drink Scotch Whisky.

Rules to blend Scotch outside of Scotland

Dear WHISKY：
What is your experience of creating Scotch whisky in the United States like?

Ernest：
It’s been a very positive experience since they make suggestions for us if we ask for their ideas.

The word “Scotch” is a protected word, but as long as you have permission and follow the rules, you can do a really fascinating project.

Dear WHISKY：
What are the things that you can and cannot do according to the rules?

Ernest：
We can do the blending, but we cannot blend with bourbon whiskey or do any ageing. So when we receive the whisky, it is in containers not in barrels because if it was in a barrel, it continues to age.

Award-winning Scotch whisky

Dear WHISKY：
What kind of Scotch whisky did you aim to create?

Ernest：
We wanted a whisky that people would enjoy every day, so our whisky is high quality but at a lower price point. 

Dear WHISKY：
What does your Scotch blend consist of?

Ernest：
Our Scotch is 40% malted barley and 60% grain. So, it gets nice influences from the corn, and it has a note of vanilla and caramel.

Dear WHISKY：
How have the reactions to your Scotch whisky been?

Ernest：
We sent our Scotch whisky, Inner Harbour 3 year-old, to the Tokyo Whisky & Spirits Competition 2022, where we placed equal to the 18 year-old Johnnie Walker, 18 year-old Balvenie, 25 year-old Creag Isle, and many others that are 12 to 15 years-old.

Eyes on the international market

Dear WHISKY：
Which market do you focus on the most?

Ernest：
We look to both domestic and international markets.

Dear WHISKY：
Why do you also focus on the international markets?

Ernest：
Having lived and worked outside the United States, we realize that 95% of the world’s market is outside the United States. That made us realize the importance of not limiting ourselves only to the US market. So, we are working with local authorities in the Washington State government to help us identify potential buyers, especially in Asian countries like China, Japan, Korea, and Singapore.

Dear WHISKY：
What do you think is the strength of selling products internationally?

Ernest：
We can have more feedback from international judges so we can more confidently present in other parts of the world. This gives us a much better foundation than a distillery which only has a market in its hometown that does not have a broad international feedback. 

Correctly presenting the products in non-English-speaking countries

Dear WHISKY：
How do you overcome the language barrier when selling internationally?

Ernest：
When we sell our products to non-English speaking countries, we always have our sales materials translated by native speakers of those countries.

This can make sure that our presentation is correctly delivered and there is no confusion between customers and us.

Dear WHISKY：
Why do you place such importance on the correct translation?

Ernest：
We prioritize customers’ interests more than anything. Having native salespeople on our team not only helps potential customers easily understand our products but also allows us to hear their reviews on them. This helps us create the products that the people in that region actually want.

Pursuing the taste profile perfect for each region

Dear WHISKY：
Who are your target customers?

Ernest：
We focus on a category of customers: HENRYs, “high earners, not rich yet.” They are typically looking for new experiences, flavours, and tastes and like to share things with their friends and family. We are trying to appeal to those customers in many countries.

Dear WHISKY：
How do you develop a style that can satisfy customers in the international market?

Ernest：
We found that the taste profile is different depending on countries or regions, so we send four or five of our gins to one country for a trade show or an event to hear their reviews.

We are often surprised by the results showing that the customer likes a product we thought would only be their second or third choice.

For example, our Ube-infused gin is the third or fourth most popular gin in the United States, but we got a great response to this from different countries.

Blending to Attain the Desirable Flavours

Incorporating customers’ feedback in new products

Dear WHISKY：
Who is responsible for blending?

Ernest：
My wife and the primary blenders and tasters. In addition, some part-time employees with a nicely developed sense of taste and customers who visit our distillery take part in the process. We often bring a sample from the laboratory to our regular customers to get their feedback.

Dear WHISKY：
How long does it take to publish new bottles?

Ernest：
Each Spirit takes probably about six months to develop, which I believe is faster than the large distilleries. We also spent two months on label design and printing, so it usually takes eight to ten months for a new spirit idea to be ready for release. 

Future Perspectives

About James Bay Distillers

Dear WHISKY：
What is the future goal for James Bay Distillers?

Ernest：
The primary goal is to increase the actual volume of production while maintaining the quality. Another part of our business plan is to develop the company so that it becomes attractive to larger companies.

So, whenever the opportunity arrives, hopefully in several years, we aim for acquisition or merger for our company.

In fact, we already have inquiries from capital investment companies in the United States asking if they can buy part or all of our distillery, but we want to make sure our shareholders are taken care of in times of exit. So, we’re trying to find the best time for now.

Dear WHISKY：
What are the factors that make your company attractive to larger companies? 

Ernest：
We offer some distinct advantages to investors.

One factor is that we are the only distillery we know of without debt or loans. Another factor is that we’re the only craft distillery in America where foreign investors can buy shares.

Moreover, we are compliant with some of the US tax code which would make the sale of our shares to an investor. When we are required and when we sell the company to someone, investors are normally taxed 25 to 30 percent. However, our investors are free of that tax. 

Dear WHISKY：
How do you see your path after succeeding in the distillery project?

Ernest：
We see that making a success at our distillery is a gateway to our next inspiration. Our current focus is on solidifying and growing the distillery production, finding new customers, and always maintaining attention to the super-premium quality that will satisfy customers. However, we’re also keeping our eyes open to something that might follow us from the distillery project.

We don’t know what our next business might be, but we know that in the future, we’ll have some interesting and crazy ideas which will develop into a business concept.

Message for Dear WHISKY readers

Dear WHISKY：
Could you give our readers a message?

Ernest：
I believe it’s important to be open to new ideas and support local businesses.

If you see a distillery, a brewery, or a winery opening near you, always be ready to support it because it needs your feedback and encouragement.

So, if you go to a new distillery in Japan, please support it and be open to its products. Your feedback will help it improve its quality and grow as a company.

At Last

With an aim to create a variety of flavours, James Bay Distillers has produced many kinds of spirits. It has expanded its markets internationally and received awards in competitions with an emphasis on finding suitable taste profiles for each region.

Its consistent focus on high quality and passion for exploring different flavours will continue to propel its popularity in both domestic and international markets.

Mr. Troth also shares his philosophy of creating whiskey as a sipping spirit whose quality makes people enjoy it by itself. His working ethic reflects his deep care for customers to be always responsive to their requests. Hearing from customers and constantly improving its flavours, James Bay Distillers will continue to stand out among craft distilleries in the United States and deliver its products all over the world.