Phantom Light Distillery, based in Prince Albert, Saskatchewan, marks a milestone as its vodka appears for the first time in both Alberta NHL arenas. President Drew Martin expresses immense pride over new deals with the Calgary Flames and Edmonton Oilers.
Thrilling Sports Partnerships
“Edmonton Oilers—that’s the team I grew up watching and loving. When you go to a game, grab a drink, and it’s your product? It’s pretty exciting,” Martin says. “It definitely gives you the warm fuzzies inside.”
The distillery, launched in 2021 by local partners, holds a two-year contract with the Edmonton Oilers and recently added the Calgary Flames and Calgary Stampeders. It now serves as the official vodka at Scotiabank Saddledome, McMahon Stadium, Edmonton’s RAD Raceway, and Canadian Cowboy Association rodeos.
Steady Business Growth
Sales have risen for five straight years. The workforce expanded from five full-time and 10 casual staff to 15 full-time and 30 part-time or seasonal employees. The facility grew from 3,600 to 33,000 square feet.
Alberta investors joined in 2023, fueling market entry. Investor Bob Russell highlights growth potential from new canning equipment producing 100 cans per minute. “We’re slowly growing into that expansion,” he notes, crediting new product lines.
Diverse Product Lineup
Beyond original Phantom Light vodka, the lineup includes spiced vodka, premium Sipp, and ready-to-drink options like You Bet! peach vodka tea, mixed caesar, vodka ice tea, and Sipp N Soda beverages.
Alberta sales and marketing representative Kristin Russell calls it “right place, right time.” Products appear in select Sobeys, Co-op, and Safeway stores, plus bar service for Ferrari of Alberta events. “Stadiums offer huge market exposure for product recognition over generic ads,” she says.
US Breakthrough and Awards
Last year, deals with eight Nevada casinos boosted US presence, including Mark Wahlberg’s Las Vegas Flecha Cantina. An international SIP Award in 2022—one of five platinum winners—propelled growth. “It’s probably the hardest award to win in vodka competitions,” Martin states.
Engineers adapted water filtration to remove fusel oils, creating a smoother product. “We’re taking more of the bad stuff out of alcohol,” Martin explains.
Local Ties and Future Vision
Partnerships span Saskatchewan Junior Hockey League, University of Saskatchewan Huskies, Co-op Liquor, and Prairieland, with custom-branded cans. “Every sponsorship gets something fun and creative,” Martin adds.
Expansion targets other provinces and national branding. “I want Sipp Vodka on planes worldwide—I won’t stop until we achieve that,” Martin declares. The company supports charities like STARS Air Ambulance, Saskatchewan Burn Fund, and Ukraine relief efforts.
