Canada-based drinks producer Mark Anthony Group has launched a new “experimental” Canadian whisky brand, which aims to “reinvent” the category.The new brand, called Bearface, has been created "to transform how consumers perceive and experience Canadian whisky”. The inaugural release, Bearface Triple Oak, has been finished with three different oak barrels. The single grain whisky is first aged in ex-Bourbon charred American oak barrels for a minimum of seven years. It is then placed in tight-grained French oak ex-wine barrels with over seven years of use for “high-end Bordeaux-style wines” from Canadian winery Mission Hill. Finally, the liquid is aged in a three-year-old air-dried virgin Hungarian oak cask – a first for the Canadian whisky category – providing “rye-like notes and a rich texture”. Mark Anthony Group founder and chairman, Anthony von Mandl, said: “Most whisky categories are tied to stringent rules and regulation, reducing flexibility to innovate or modernise as consumer palates change. “Canadian whisky regulations provide an ideal platform for this category to lead whisky innovation globally. "In creating Bearface Triple Oak we have focused on developing an exceptional whisky by challenging norms, being obsessive in our initial barrel selection and finishing it in unique and interesting ways.” Andres Faustinelli, master blender, added: “At Bearface, our collective aim is to showcase how Canadian whisky can lead the whisky world through innovation and flavour. “Our Triple Oak signature release is the start of what promises to be an exciting new chapter in Canadian whisky.” Bottled at 42.5% abv, Bearface Triple Oak Canadian Whisky is available across Canada, with international markets to follow. It has an RRP of CA$39.95 (US$30.50) per 750ml bottle.