In this exclusive CanadianSME Small Business Magazine interview, Jordann Glasberg, Founder of willöe gin, shares how her passion for cocktail culture and storytelling inspired her to craft an approachable yet refined spirit brand from the ground up. Based in Montréal, Jordann brings a fresh creative voice to Canada’s craft beverage industry—combining curiosity, artistry, and collaboration to redefine what modern gin can be. Through willöe, she invites both new and seasoned drinkers to discover a gin that feels personal, balanced, and rooted in the joy of shared experiences.
Jordann Glasberg, 32, is a young female entrepreneur from Montreal, Québec. A passionate cocktail enthusiast with a deep love for spirits, Glasberg was inspired to create her own gin brand after noticing a gap in the market, particularly for a more approachable yet complex option that could be enjoyed on the rocks or with minimal mixers. Gin, being one of the most versatile spirits with endless botanicals to work with, equipped her with the freedom to be creative and tell her own unique story through the recipe.
willöe gin was born out of your passion for cocktails and your desire to create a more approachable spirit. What inspired you to take that leap from being an enthusiast to founding your own craft gin brand?
My love for cocktails and hosting really sparked the idea for willöe. I’ve always been drawn to the storytelling side of spirits — how they bring people together, how every ingredient can tell a story. Over time, I noticed that while gin was beloved, it could also feel a bit intimidating or overly traditional. I wanted to create something that felt modern and accessible— something that you could enjoy whether you’re a gin enthusiast or just starting to explore.
The design and name of willöe feel intentional and evocative. Can you share the story behind the brand’s identity and what the name “willöe” represents for you?
The name willöe comes from a willow tree I had my yard growing up — it’s where I spent a lot of time and made some great memories. I wanted the brand to capture that same feeling — something relaxed, natural, and meant to be enjoyed while creating new memories with the people you love.
Flavour is at the heart of willöe’s appeal — both approachable for newcomers and layered for seasoned drinkers. How did you approach balancing complexity and accessibility in your flavour development process?
From the start, I wanted willöe to feel balanced — interesting enough for someone who really knows their gin, but smooth and welcoming for anyone just getting into it. We focused on layering familiar botanicals with subtle, modern notes that add depth without overpowering. It was all about creating a gin that feels easy to enjoy, yet still surprises you a little with every sip.
As a female founder in a traditionally male-dominated spirits industry, how have you navigated this space, and in what ways do you see willöe empowering other women and entrepreneurs in the craft beverage community?
It’s definitely been an interesting space to navigate, but I’ve found that leading with authenticity and collaboration goes a long way. From day one, I wanted willöe to reflect inclusivity — not just in the product, but in the people behind it. Being a female founder in this industry has made me even more passionate about creating space for other women and emerging entrepreneurs, whether that’s through mentorship, partnerships, or simply showing that there’s room for different voices and perspectives in craft spirits.
With your recent award wins and upcoming events, including La Grande Dégustation de Montréal, what’s next for willöe? And finally, what advice would you share with aspiring entrepreneurs who want to bring creativity and authenticity into their own ventures?
It’s been such an exciting time — the events like La Grande Dégustation have really helped us share willöe with more people. Next, we’re focused on expanding our presence, growing our community, and exploring product expansion — new expressions and formats that build on willöe’s flavour profile and approachable style. We want to keep finding creative ways to bring the brand to life beyond the bottle.
For entrepreneurs, my biggest advice is to stay true to your vision but stay adaptable. Authenticity resonates — people can feel when something is made with genuine care. Keep your “why” at the center of everything, and don’t be afraid to start small and learn as you go.
