Field Notes

What Field Notes does

Field Notes is an Edmonton, Alberta-based craft spirits partnership founded in 2021 by Faaiza Ramji and Lindsey Good. The company produces Sweet Pea Amaro, marketed as "Don't Call Me Sweet Pea," which it positions as the first spirit distilled from field peas in North America, with a 30% alc./vol. profile and a bitterness-forward amaro style. Its primary input is locally sourced field peas, secured through a partnership with Alberta Pulse Growers, and its production is supported by a co-marketing relationship with Confluence Distilling. The company has earned third-party validation via the 2021 Alberta Beverage Awards Judges Selection.

The business operates a two-channel go-to-market: direct-to-consumer e-commerce via a Squarespace storefront and wholesale distribution through Alberta-based liquor retailers. A branded merchandise line (Shop) extends the brand beyond the single flagship bottle SKU, providing an incremental revenue stream and reinforcing the brand identity through apparel and accessories. Pricing is set per bottle and per merchandise item, with no subscription or contract-based pricing visible in the source material.

Field Notes employs seven people and is in an early-stage commercialization phase. Its most material forward strategy is geographic expansion into the United States, paired with continued product and channel extension. Revenue is undisclosed; the company does not appear to have raised institutional funding based on available information, and growth indicators are qualitative (planned expansion, awards, media coverage) rather than quantitative (no disclosed ARR, unit volume, or headcount acceleration).

Name

Field Notes

Legal name

Field Notes

Website

https://fieldnotesspirits.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Field Notes is an Edmonton-based craft spirits partnership that produces Sweet Pea Amaro, the first field-pea-distilled spirit made in North America. It sells through Alberta retail liquor stores and DTC e-commerce, and is planning entry into the U.S. market.

Ownership category

akta.pro rank

Product category

Craft Spirits

NAICS

Dry Pea and Bean Farming (111130)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Botanical & Herbal Extracts (Adaptogens, Polyphenols, Essential Oils, Standardized Extracts) (AFAJAKAD)

akta.pro secondary industry

Mixed Oilseed & Pulse Farming (Multi-crop rotations/combined operations) (AFAGABAJ)

Keywords

• Craft spirits
• Herbal liqueur
• Amaro production
• Field pea distillation
• Canadian prairie spirits

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Liqueur sales: Sale of their flagship product Sweet Pea Amaro (branded as Don't Call Me Sweet Pea) - a bittersweet herbal liqueur crafted from distilled Canadian field peas and infused with botanicals.
2. Merchandise sales: Sale of branded apparel including caps, t-shirts, and crew neck sweaters through their e-commerce shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Field Notes produces Sweet Pea Amaro (branded as "Don't Call Me Sweet Pea"), a 30% alc./vol. bittersweet herbal liqueur crafted from distilled Canadian field peas and infused with a botanical blend including elderflower, chamomile, sage, dandelion, and gentian. The company is the first in North America to distill field peas into spirits. In addition to the liqueur, Field Notes sells branded merchandise (apparel and caps) through its e-commerce shop and distributes through Alberta retail stores.

Product overview

Field Notes is a partnership between Faaiza Ramji and Lindsey Good that produces artisanal spirits from Alberta-grown crops. The company's core product is Sweet Pea Amaro (branded as 'Don't Call Me Sweet Pea'), a 30% alc./vol. bittersweet herbal liqueur crafted from distilled Canadian field peas infused with botanicals including elderflower, chamomile, sage, dandelion, and gentian. The company also sells branded merchandise including t-shirts, long sleeve tops, crew neck sweaters, and caps. The liqueur is currently available at retail stores in Alberta with plans to expand to the U.S. market.

Differentiator

Problem solved

Functional benefit

Products and services

• Sweet Pea Amaro (Don't Call Me Sweet Pea) A 30% alc./vol. bittersweet herbal liqueur crafted from distilled Canadian field peas and infused with a botanical blend including elderflower, chamomile, sage, dandelion, and gentian. Amari are complex spirits that prepare the digestive system for a meal and help settle it at the end. Designed for craft spirit enthusiasts and cocktail drinkers, consumed straight up, on ice, with soda, or in cocktails.
• Jaya Respect The Unexpected Tee A unisex relaxed fit t-shirt featuring the 'Respect The Unexpected' vibe, priced at CA$30.00. Sold as branded apparel to Field Notes' customers through the e-commerce shop.
• Cap - Forest Classic Field Notes branded cap in forest color, priced at CA$22.00. Sold as branded apparel through the e-commerce shop.
• Cap - Suntan Classic Field Notes branded cap in suntan color, priced at CA$22.00. Sold as branded apparel through the e-commerce shop.
• Cap - Lemon Peel Classic Field Notes branded cap in lemon peel color, priced at CA$22.00. Sold as branded apparel through the e-commerce shop.
• Loyal To The Soil Long Sleeve Unisex relaxed fit long sleeve t-shirt for breezy summer and warm fall seasons, priced at CA$28.00. Sold as branded apparel through the e-commerce shop.
• Loyalty Crew Heavyweight unisex relaxed fit crew neck sweater, priced at CA$40.00. Sold as branded apparel through the e-commerce shop.
• Herbaceous Crew Heavyweight unisex relaxed fit crew neck sweater featuring the herbaceous libations theme, priced at CA$40.00. Sold as branded apparel through the e-commerce shop.

Quantifiable outcome

• Won Judges Selection at the 2021 Alberta Beverage Awards

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Alberta Pulse GrowersminorStrategic or Co-development PartnerAlberta Pulse Growers Chair Robert Semeniuk reviewed Don't Call Me Sweet Pea and expressed support for the innovation, seeing it as a potential new market for pulse farmers. The partnership represents alignment with Alberta's agricultural community and crop diversification efforts.
• Confluence DistillingminorStrategic or Co-development PartnerConfluence Distilling produces Winter Spice Gin which is featured in the 'Nog Your Socks Off cocktail recipe on Field Notes' website, indicating a collaborative product partnership.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Campari: Campari is the global benchmark bitter Italian liqueur and a direct competitor in the amaro category. Field Notes positions its Sweet Pea Amaro as an alternative in the same consumption occasion.
• Amaro Montenegro: Montenegro is a heritage herbal amaro widely distributed globally. It is a direct peer in the botanical-bittersweet liqueur category where Field Notes competes.
• Aperol: Aperol is one of the most recognized amari globally and a direct category peer. It competes for the same 'bittersweet aperitif' occasion that Field Notes' Sweet Pea Amaro targets.
• Fernet-Branca: Fernet-Branca is an iconic Italian amaro with a devoted bartender following. It is a direct peer in the herbal bitter liqueur category.

Direct peers

• St-Germain: St-Germain is a premium floral/botanical liqueur with strong craft-cocktail adoption, making it highly comparable to Field Notes as a botanical-driven liqueur positioned for modern cocktail use.
• Luxardo: Luxardo is an Italian producer of specialty liqueurs (including amari and botanical spirits). It is comparable to Field Notes as a botanical liqueur maker targeting mixology and craft channels.
• Confluence Distilling: Confluence Distilling is an Alberta craft distiller that already partners with Field Notes on cocktail content. It is a regional direct peer operating in the same craft-spirits space.

Regional players

• Eau Claire Distillery: Eau Claire is an Alberta-based craft distillery producing premium spirits. It is a Canadian regional peer operating in the same Alberta craft-spirits landscape as Field Notes.
• Oregon Spirit Distillers: Oregon Spirit is a U.S. craft distiller producing botanical and specialty spirits. It is comparable as a small-scale craft producer pushing novel botanical liqueurs in a regional market.

Emerging players

• Empirical Spirits: Empirical Spirits is a craft producer known for unconventional botanical and grain-based liqueurs. It is comparable to Field Notes as an emerging player innovating beyond traditional spirit categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel
• Instagraminstagram.com/sipfieldnotes
• LinkedInlinkedin.com/company/fieldnotesspirits

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Field Notes