City of Waterloo Museum presents a new exhibition exploring the Art and Legacy of Waterloo’s Iconic Seagram Distillery
The City of Waterloo Museum is proud to announce the opening of a new exhibition, A Distiller’s Tale: The Art & Legacy of the Seagram Distillery, celebrating the remarkable story of one of Canada’s most recognized names in whisky.
Running this summer through to May 1, 2026, the exhibition explores the 130-year history of the Seagram distillery, which operated continuously at the corner of Erb and Caroline Streets—from 1857 to 1992. More than just a local employer, Seagram’s was a cornerstone of the city’s economic and social fabric, known for its strong workplace culture and community roots.
“Seagram’s was more than a business—it was a way of life for generations of Waterloo families,” says Karen VandenBrink, Manager/Curator of the City of Waterloo Museum. “This exhibition tells the story not only of the whisky, but of the people, equipment-makers and artists who made it world-renowned.”
Visitors to the exhibition will discover how whisky production in Waterloo was both a science and an art—a true grain-to-glass process. From the careful milling of grain to the blending and bottling of iconic labels like Seagram’s V.O., Seagram’s 83 and Canadian Rye, each step reflected precision, innovation and collaboration. Behind the scenes were master blenders and distillers along with specialized companies that engineered copper stills, crafted oak barrels, produced glass bottles and designed the packaging that helped shape Seagram’s global image.
Through a rich collection of artifacts, archival photographs, film footage and oral histories, A Distiller’s Tale sheds light on how the distillery helped shape Waterloo’s industrial landscape and Canada’s reputation in the global spirits industry.
About the City of Waterloo Museum
The City of Waterloo Museum is dedicated to fostering understanding and appreciation of local and national history through engaging exhibitions, community partnerships and programming. The museum is committed to telling inclusive and diverse stories that reflect the many voices and experiences that have shaped Waterloo’s past and present.
Located at Conestoga Mall—the museum offers free admission and ever-changing exhibitions that explore the city’s unique heritage.
Exhibition hours are Tuesday to Friday from 10 a.m. to 4 p.m. Extended hours in July and August.
Admission is always free.
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Media Contact:
Shirley Luu
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