“We’ve been thinking about it for a few years,” said Callum Dorohoy, the co-founder of Birdie Juice. “Why has no one actually owned Birdie Juice, made it a consistent flavour, and built a brand around it?”

That question sparked the early vision for a product that could capture the fun, social energy of golf while also extending into broader celebration moments, promotions, wins, milestones and shared experiences. The team had already developed the branding, bottle concept, mascot and identity for the business. What they needed next was help turning that vision into an actual beverage.

That is where Niagara College’s (NC) Food and Beverage Innovation Centre (FBIC) came in.

“We felt like we had the brand right,” Callum said. “We knew what we wanted it to look like and feel like, but from a flavour and formulation standpoint, we were starting from square one.”

The team connected with NC through word of mouth and began working with the FBIC team to develop a product that matched their vision. Originally, the concept was a low-alcohol, ready-to-drink beverage in a juice-box-inspired package. As development progressed, however, the concept evolved into a higher-alcohol, shooter-style beverage in a glass bottle.

That pivot required significant formulation work, along with careful attention to flavour, mouthfeel, sweetness, acidity, colour and production feasibility.

“When you don’t come from that world, you learn pretty quickly that if you think you want something to taste like orange or passion fruit, even a very small ingredient change can affect the entire flavour profile a lot more than you’d expect,” Callum said.

Working collaboratively with FBIC, on an applied research project, a team of researchers, students and graduates worked closely with the company to develop and refine the beverage through dozens of iterations.

“We probably went through 50 to 60 different iterations of the flavour,” he said. “As we got closer, we were trying small variations that were all very similar, but we really wanted to be particular about what the first Birdie Juice brought to market was going to taste like.”

The development process ultimately resulted in three finalized formulations, allowing the Birdie Juice team to select the version that best matched their vision before moving toward commercialization.

Samples were regularly shipped to Alberta for tasting, review and team feedback, while FBIC worked closely with Birdie Juice through an ongoing back-and-forth process of testing, refinement and discussion.

“This project is a great example of how we can support companies across Canada,” said Kristine Canniff, FBIC’s associate director. “Even working remotely, we were able to collaborate closely and help bring their concept to life through applied research.”

Collaboration relied heavily on consistent communication and iterative feedback throughout the development process.

“Open and effective communication is critical to the success of any project we work on, and that remains true whether the industry partner is local or remote,” said Stephanie Skotidas, FBIC research and development technologist. “Shipping samples, meeting virtually for sensory sessions and email communication allowed for feedback and revision that resulted in a final formulation we are all proud of.”

That remote collaboration allowed the company to stay actively involved in product development without needing to be on-site at every stage of formulation, highlighting how FBIC can support companies not only in Ontario, but across Canada, providing applied research expertise, technical guidance and responsive collaboration regardless of geography.

For Birdie Juice, that meant they could draw on specialized beverage formulation support from NC while continuing to build the business and coordinate production in Alberta.

“It was super helpful working with NC to take it from, ‘This is what we think it should be,’ to ‘This is what it actually is,’” Callum said. “We were able to get it to a place that really matched our vision.”

Another important element of the collaboration was NC’s approach to intellectual property (IP). Through the applied research partnership agreement, Bomber Brands retained full ownership of the IP associated with Birdie Juice, allowing the company to maintain control over its brand, product and commercialization strategy while benefitting from FBIC’s technical expertise and product development support.

“For us, the brand and IP are incredibly important,” Callum said. “Being able to work with NC in a way where we could develop the product while still maintaining ownership of everything around the brand was a big factor.”

Today, the product is already gaining traction.

Birdie Juice is currently being sold in multiple provinces, including Ontario, British Columbia, Saskatchewan, Manitoba and Alberta, with further expansion underway. The launch also comes at a time when ready-to-drink spirit-based beverages are creating new opportunities for innovative products that stand out in an increasingly competitive market.

According to Callum, one of the strongest parts of the experience was the nature of the partnership itself.

“The two words that first come to mind are communication and collaboration,” he said. “The team took our ideas, took our suggestions, educated us on what was possible, and helped deliver something we felt proud of.”

He added that having a partner who was invested in the product’s success made a significant difference throughout the process.

“No one is going to care about your business more than you do — and that’s how it should be,” Callum said. “But it means a lot when you feel like you have a partner that cares about delivering something both they and you are proud of.”

Their long-term goal is ambitious but clear: to make Birdie Juice the go-to celebration shot for golfers and beyond.

“Our goal is to infuse the world with birdies,” Callum said. “To us, that means good vibes, good energy, and being part of moments worth celebrating.”

As the brand continues to grow, the team also plans to return to FBIC to explore additional flavour development and future product variations.

“We’re already looking forward to going back and experimenting with new flavour profiles,” Callum said. “Taking everything we learned from the first version and building on it. If you’re an entrepreneur and you’re trying to bring an idea to life in this space, NC is a great place to start,” Callum said.

To learn more about FBIC and how the team supports beverage companies with product development, formulation refinement, and commercialization, visit the webpage or contact David DiPietro, Manager of Business Development, to learn how FBIC helps innovators move from concept to commercialization.