London Inc. November 2020 - 30

ENTERPRISE

the tech space and relocated to the Forest City to start
their new careers. It was an economic, and a personal,
fresh start.
" We had raced through education and just did everything we could to grow our careers as quickly as possible, "
Joeveer explains. " We developed a really strong work ethic,
and we have a great handle on how to run a business. So,
we're applying those skills in a different industry. "
Paradigm is launching with a simple product lineup
- two gins, two whisky blends and a vodka. What gets
Joeveer excited, however, is talking about the other cocktail workhorses that are often overlooked - things like
amaros and aperitifs. " Materials that are used in cocktail making, " she explains, " but not necessarily readily
recognizable.
" Our goal is to keep a pretty diverse product roadmap and
to produce in very small quantities, " Joeveer continues.
" And to keep things interesting as we grow. "
As the new kids on the block, Joeveer and Debus know
that they are setting up shop in a city where brewing and
distilling has a long history and a dynamic future. " Black
Fly [Beverage Company] is iconic, a really great example
of a company that started out exactly where we are today, "
Joeveer says, rattling off a list of other success stories in
London's alcohol industry, parts of a growing renaissance
in the city.
" Here in London, we live in a community that's right
smack dab in the middle of some of the most arable land in
all of Canada, " Joeveer says. " The grain that we're using
today to produce our spirits and our beers is a lot of the very
same grain that was used when Kellogg was making cereal
50 years ago. That's a remarkable thing. "
30 | londonincmagazine.ca | NOVEMBER 2020

http://www.londonincmagazine.ca

London Inc. November 2020

Table of Contents for the Digital Edition of London Inc. November 2020