Local group commits to expanding Alberta-made craft spirits across Canada
November 24, 2025 (EDMONTON, AB) — Hansen Distillery announced today that a group of local business leaders have invested in the company to support its continued growth, enhance national distribution, and expand production of its award-winning craft spirits. As part of this new strategic direction, Keenan Pascal has been named Chief Executive Officer of Hansen Distillery. Pascal will continue to serve as CEO of Token Holdings, bringing Hansen under his broader executive scope, with founders Kris Sustrik and Shayna Hansen remaining involved in the brand, with Sustrik maintaining his role as Hansen’s Master Distiller.
Since opening in 2016, Hansen Distillery has earned a loyal following for its handcrafted whiskies and spirits, rooted in a family legacy reaching back to Alberta’s Prohibition era. The brand’s distinctive lineup, including its pioneering Oat Milk Cream Liqueur, has become a mainstay of Edmonton’s craft spirit scene and gained traction across provincial borders.
“This investment comes from people who believe in what Hansen has already built,” shared Pascal. “The craftsmanship, the history, the flavour profiles — these are genuinely world-class. Our goal now is to take Hansen to more shelves, more cocktail menus, and more Canadian households, while keeping the heart of the brand exactly where it’s always been: right here in Alberta.”
The investment aligns with a growing Buy Canadian movement, renewed interest in Alberta whisky, and efforts to modernize inter-provincial trade barriers that have historically limited the free movement of craft spirits across Canada. The group sees Hansen Distillery as uniquely positioned to lead during this shift.
“Hansen has always been about making spirits right, right here. It’s about celebrating our Alberta roots, without compromising flavour or quality,” shares Sustrik, co-founder and Master Distiller. “We’re excited for this next stage. With more hands at the table, we can focus on creation and excellence, sharing more of Alberta’s spirit with the rest of the country.”
The new ownership group is composed of Alberta entrepreneurs and operators from the hospitality, manufacturing, and financial sectors. Their collective mandate is simple: Grow Hansen Distillery, keep it Alberta-made, and keep quality at the forefront.
Hansen Distillery will continue full operations in west Edmonton, including the cocktail lounge, tours, tastings, and seasonal releases.
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ABOUT HANSEN DISTILLERY
Step under the “Moonshine Mobile” and journey through four generations of Hansen family history at Edmonton’s own Hansen Distillery. Founded by Shayna Hansen and Kris Sustrik, the distillery continues a family legacy that began during Alberta’s Prohibition era—when the Hansens first made moonshine to make ends meet. Today, the Distillery proudly produces award-winning spirits using locally sourced ingredients whenever possible. In 2020, Hansen Distillery made history by launching Edmonton’s first whisky, solidifying their place in Canada’s craft distilling scene. Visit the distillery for a cocktail, tour, or tasting—located just off 174 Street and 111 Avenue in west Edmonton.
ABOUT KEENAN PASCAL
Keenan Pascal is the CEO and founder of Token Holdings, an Edmonton-based manufacturing company. Token Holdings is the parent company of Token Naturals Ltd, a cannabis manufacturing facility and a sister company Token Bitters Ltd., which manufactures and distributes mocktails and beverages to local and international markets.
Prior to Token, Keenan spent more than eight years gaining financial and consulting experience at major banks, paired with numerous entrepreneurial endeavors, angel investing, and an industrial and residential real estate portfolio.
Keenan has a Bachelor of Commerce from the University of Alberta and an MBA from UBC Sauder School of Business. With a mandate to stay engaged with his greater community, Keenan is the past Board Chair of the board of the Edmonton Downtown Business Association, sits on Edmonton Unlimited Innovate Advisory Council and the University of Alberta’s Business Advisory Council.
Media Contact:
Shannon Donogh
Hansen Distillery, Media Relations
hello@caffeinatedcommunications.ca | 780-616-1816