Hello, and welcome to 2023. How it’s nearly March already is anyone’s guess….
In putting together this issue, it was a pleasure - as it always is - to be able to speak to breweries separated by geography, differentiated by the styles they produce and by the time they’ve been in business. But equally, bonded by their mutual love of brewing and the community their breweries have helped nurture and contribute to.
One such brewery is Microbrasserie de Charlevoix in Baie-Saint-Paul. 25 years young in 2023, Microbrasserie de Charlevoix has made an indelible mark on Canada’s brewing fabric. Co-founded by Frederick Tremblay and his wife Caroline Bandulet back in 1998, Tremblay has seen much change yet much stay the same in that time. In this piece, he looks back at those early days but also how the brewery and industry has involved in the quarter of a century since starting out.
“My doctor says I’m too excited, and I should be less so! It’s so integral to remain energised and enthused, and that’s why after 25 years we are planning an expansion rather than slowing down. For us, stability is key,” Tremblay tells us.
Some 5000km northwest of Microbrasserie de Charlevoix is NWT Brewing Company, a brewery of a very different kind. A mechanic turned brewer. There have been a few… But how many have helped set up the northernmost brewpub in Canada? That’s exactly what Fletcher Stevens and his wife Miranda Stevens did back in 2015.
Located in the spirited town of Yellowknife, Northwest Territories, the duo have taken local beer fans on a journey in craft beer. But in 2023 and beyond they’re looking to spread the good word of NWT Brewing Company even further afield, too.
Fletcher and Miranda has have encountered, and overcome, many challenges during their time in business. With some of those very hurdles threatening the very viability of that operation. But thankfully, they’ve come out of it stronger on the other side.
I love it here in Yellowknife. That’s why I’ve been here pretty much my entire life,” he says. “I want to let our story be known because, do you know what? It has been a journey.”
And elsewhere in this issue we caught up with Alan Norman and Jerrica Kennedy, the founders of Tire Shack Brewing in Moncton, New Brunswick. A little more than three years after opening its doors, the business, was crowned ‘Brewery of the Year’ at our very own Brewers Choice Awards at the end of 2022. And although accolades are always welcome, for Norman and Kennedy, their focus is on giving the community somewhere to call their own and some fantastic beers to enjoy along the way.
So on that note, a huge well done to all the winners and nominees of the 2022 Brewers Choice Awards, and a massive thank you to the support from Charles Faram, Brew Ninja, Carefoote Beverage Solutions, Jenrey, Northkeg, Top 5 Solutions, Vessel Packaging Co, Brewery Trader and BSG.
Enjoy the issue.
Tim Sheahan Editor
Sarah O’Grady, partner at CPST, explores the key facts and findings from three cases that outline the risks that may arise if a brewer fails to protect its trademarks or to ensure that a new mark is “clear” prior to adopting it.
Science | Dissolved Oxygen
U.S. based Wyndridge Farm Craft Brewery & Cidery solves a massive dissolved oxygen headache, prior to packaging an order for 21,000 cases of craft beer from a European wholesaler.
Meet the Brewer | Tire Shack Brewing Co.
Accolades aside, founders of the Moncton, New Brunswick based brewery, Alan Norman and Jerrica Kennedy, retain their focus on giving the community somewhere to call their own.
Crossing Continents: Brewing in Bruges
Part 3. Paul Davies, a Beer Sommelier and international beer judge, made the trip to Brouwerij ‘t Verzet in Anzegam, Belgium, for the first Oud bruin fest – a two day celebration of everything Roodbruin, Flemish Red, and Oud bruin.
Focus | Doppelbock
What better way to blunt the frozen fist of Jack Frost then with a pint of beer, the right beer - the Doppelbock. BSG provides its Doppelbock buyers guide.
Focus | Branding
John Bernard from Stomp Stickers puts together the ultimate guide to designing stand out brewery labels.
Focus | NA Beers
The team at Flavorsum share some insights to spark no-alcohol beverage innovations.
Ricardo Mulas of E6PR, producers of the first ecological can holder designed to replace plastic rings, encourages everyone to ask the right questions and take the first step towards a sustainable lifestyle.
The full lowdown on everything that went down at our annual awards event in December 2022.
Tim Sheahan Editor
tim@brewersjournal.ca +44 (0)1442 780 592
Jakub Mulik Staff photographer
Johnny Leung Canada Partnerships johnny@brewersjournal.ca
Sheena Strauss Homebrew Journal knwl.on.tap@gmail.com
Richard Piotrowski Publisher Richard@brewersjournal.ca
Magdalena Lesiuk Graphic Design GraphMad@gmail.com
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De Charlevoix
25 years young in 2023, Co-founders Frederick Tremblay and his wife, Caroline Bandulet, look back at those early days but also how the brewery and industry has evolved in the quarter of a century since starting out.
NWT Brewing Co.
Fletcher Stevens, a mechanic turned brewer, and his wife, Miranda Stevens, have taken local beer fans in Yellowknife, Northwest Territories, on a journey since setting up the Northernmost Brew Pub in Canada in 2015.
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LIBRA, A B-CORP CERTIFIED NONALCOHOLIC BEVERAGE COMPANY ON A MISSION TO HELP PEOPLE FIND THEIR BALANCE, HAS PARTNERING WITH AWARD-WINNING MUSICIAN SERENA RYDER TO LAUNCH
A LIMITED-EDITION
COLLABORATION BEER - LIBRA LAVENDER SAGE
Brewers Journal: You made the choice to step away from alcohol and now you are involved in this project. Can you tell us how you came up with the idea for your beer?
Serena Ryder: Well, it was actually kind of an idea with Libra. We ended up partnering. How long has it been? Hast it been over a year?
Mitch Cobb: It’s coming up to two years in the spring.
that I thought would be cool. And master brewer, Hogie (Mike Hogan, Co-Founder and Brewmaster of Libra) made it happen, which was awesome.
And Mitch and you can be honest here, Mitch, what’s it been like working with Serena?
CREAM
The launch celebrates Serena’s 4-year sobriety journey. It is a balanced cream ale with floral notes of lavender and sage, a slight honey character, and a gentle finish. It has 30 calories, and a 12pack retails for $34.99 and is available at drinklibra.ca.
“I know firsthand the feeling of being an outsider at shows drinking water while everyone else is having alcohol. Non-alcoholic options allow people like me to enjoy something special on a night out just like everyone else,” says Ryder.
Brewers Journal caught up with Ryder and Mitch Cobb, Co-Founder and CEO at Upstreet Craft Brewing and Libra Non-Alcoholic Craft Beer, to talk about their collaboration.
S. R.: Totally. And for me, deciding to not drink, I don’t really identify as an alcoholic or anything like that. I may drink at some point in my life. I may end up moving to a vineyard and making my own wine one day. I don’t know. But for right now in my life, it feels like the right decision. And so around that time, I had gotten together with Libra and had a bunch of talks about working together. And for me not drinking had really been the thing that had helped with my mental wellness, and it really kind of made my life better. The more that I didn’t drink, the better my life was getting. And it was really important for me to keep doing that and then got together with Libra, and our values aligned so well that I was like, okay, let’s keep going. And then I don’t even know whose idea it was to make the beer. Do you remember, Mitch? Was it you guys or was it me? I don’t even know. Oh, maybe it was me.
M. C.: We were having, like, a brainstorm, and were talking about different patios. Yeah, and you should do a beer. Yeah, totally.
S. R.: So I just played a gig out east, and we were backstage. I was like, oh, it would be super cool if I could make my own beer. I was thinking more about making the design of the actual can because I was really excited about that and thinking we could put a rainbow on it. It’s going to be so cool. But then we ended up creating a beer together, which was really awesome. It’s like I just kind of threw out some ideas of flavors
M. C.: Oh, it’s been terrible! Seriously, it’s been incredible. Like she said when we first started talking because initially Serena had just put out her album “The Art of Falling Apart”, www.arthausmusic.com/shop/serena-ryder-the-art-of-falling-apart and we had seen that. And so we’re like, hey, you know, we can send her some samples of Libra. Maybe she’ll mention us on Instagram or something. And so we sent her some samples and, you know, her team kind of came back and said, maybe there’s, like, a bigger partnership that we could do here. The more we started talking, the more we really began to see how aligned our values were and how were both very much focused on mental wellness and promoting mental wellness, especially in the arts and culture community and in the music community. I think the partnership has been awesome since then. Serena is a super creative person and we like to think that we’re really creative as well at Libra. So it’s great when we get together and we start talking about ideas.
And this question is for both of you. How has the reception been? What you’ve been hearing about your product?
S. R.: My friends love it. But I think it’s kind of something that’s new that’s, like I don’t even know if it’s in store yet. Is it? I’m not sure.
M. C.: No, not yet. We just did a small batch. It’s a small batch beer, so we’re selling it through our online store primarily. The reception has been fantastic. People really enjoy it. I think they’re really intrigued by the lavender and the sage and how those go together. And when you try it’s a really great tasting, really well balanced beer.
S. R.: I mean, I love it. I think it’s amazing. And my band loves it, too, which is great. We’ve had it stocked on tour while we’re having it backstage, so that it’s there for everybody. And so that’s been amazing.
I have a quote here from Mike Hogan, and he was saying that writing that creating a beer is like writing a song. Would you guys agree with that? Serena, did you find that to be true, or did you find different creative challenges in this endeavour?
S. R.: Yeah, well, I think for Hogie, that’s really beautiful that he said that. I didn’t know that he had that quote because his existing beer is like.
Yes, he said the process was like writing a great song. “We had a lot of fun bringing the lavender sage cream ale to life,” said Mr. Hogan.
S. R.: Oh, that’s so cool. Yeah, conceptually, it can be very similar conceptually, where you think of this you have this dream and you have this idea, and then you actually make it into something that is everything starts out as an idea. And I feel like that’s the beautiful thing about art in a lot of ways, where it’s like that beauty and that art of making and creating something that is done with a dream, but actually it turns into something that’s physical, that’s like a flavor.
Mitch, nonalcoholic beer has really picked up in the past few years. I would not have thought that to be the case, which is why I don’t do investing, but I would never have guessed that it would be as power. Are you seeing that trend as well?
M. C: Yeah, absolutely. I mean, non-alcoholic beer is growing every year. You know what? I think it really has a lot to do with this whole shift in people’s minds around, like, a shift from sort of abstinence to more of moderation, where in the past, there hasn’t been a whole lot of really great non-alcoholic options. So there was really sort of a hard line in the stand, and either you drank or you didn’t drink. And now people are really choosing moderation.
It certainly gives consumers more choice.
M. C.: It sure does, it gives people the option to be able to go out with their friends or go out for dinner in an evening and choose not to drink and not feel ostracized for drinking water or drinking pop. They still feel like they’re part of the community. They’re still having that same social experience that everyone else is having. They’re just doing it without alcohol.
I think one of the things I love about Serena as well is and I’m going to sound like a bit weird, but I would never have thought about putting lavender in beer. You talked about how you found It to be a calming experience to use lavender before one of your shows. This might be a crazy question but do does your beer give you the same calming effect?
S. R.: I think that’s a really great question. Nobody has actually asked me that one yet, which is great. That was the whole purpose of it. Absolutely. It does relax me. I get the scent of it more than the taste of it, which is really cool.
So this product is online right now, Mitch, and then do you plan to move it out at a certain time to the public? What’s your plan for this?
M. C.: Yeah, so right now it’s sold in our online store and through our own retail shops. It was just like a kind of a single release,
small batch beer. And so we haven’t really talked about next step anymore.
Can we look forward to any more collaborations with you guys or will this just ride for a little while, you think?
M. C.: I’m sure there’ll be lots more in the future.
S. R.: Yeah, we’re pretty tight, and I feel like every time that we hang out and we talk, it’s turning more and more into kind of like a family feeling. And so with that, there’s a lot that’s going to go on. I feel like in the future, we definitely have some years ahead, so it’s going to be really great to figure out different ways to work together and the different things that come. It’s just like when I’m writing a record, I don’t know, or before I make my next record, I don’t know what’s going to come or what it’s going to be about. I feel like living your life kind of creates that. And I feel like we have a few more albums together, for sure.
MANY BREWERS UNDERSTAND THAT THERE IS VALUE IN SECURING TRADEMARK REGISTRATIONS FOR THEIR KEY BRANDS.
WHAT MAY BE LESS KNOWN, HOWEVER, ARE THE RISKS THAT MAY ARISE IF A BREWER FAILS TO PROTECT ITS TRADEMARKS OR TO ENSURE THAT A NEW MARK IS “CLEAR” PRIOR TO ADOPTING IT. WHILE THESE RISKS MAY SEEM HYPOTHETICAL, BREWERS SHOULD TAKE NOTE THAT SEVERAL TRADEMARK DISPUTES HAVE ARISEN IN THE CANADIAN BEER MARKET OVER THE PAST FEW YEARS. HERE SARAH
O’GRADY, PARTNER AT CPST, EXPLORES THE KEY FACTS AND FINDINGS FROM THREE SUCH CASES.
The first case involved two Ontario craft brewers, namely Bellwoods Brewery Inc. and Bellwoods Holdings Inc. (collectively “Bellwoods”) and Blyth Cowbell Brewing Inc. (“Blyth”). Bellwoods owned a Canadian registration for a trademark featuring a bell design (the “Bell Mark”). Blyth subsequently filed a Canadian application for a trademark featuring a cowbell design (the “Cowbell Mark”). Both trademarks are depicted below.
In response, Bellwoods commenced a proceeding before the Trademarks Opposition Board (“TMOB”) to oppose Blyth’s application. Bellwoods alleged that the Cowbell Mark was confusing with its Bell Mark, among other things.
The TMOB ultimately found that Bellwoods had established that there was a reasonable likelihood of confusion between its Bell Mark and the Blyth Cowbell Mark (see Bellwoods Brewery Inc. v. Blyth Cowbell Brewing Inc., 2021 TMOB 31). The TMOB discussed various factors in assessing the likelihood of confusion, including that:
The Cowbell Mark and the Bell Mark bear a fair degree of resemblance in terms of their appearance and the suggested ideas because they are both bell designs;
While both parties’ marks are inherently distinctive, the distinctiveness of the Cowbell Mark is inherently stronger because of the unique clapper design;
The Bell Mark had become known to a slightly greater extent than the Cowbell Mark; and
Both parties offer similar goods and services in overlapping channels of trade.
The TMOB found that the probability of confusion between the marks was evenly balanced between a finding of confusion and no confusion. However, the burden was on Blyth to establish, on a balance of probabilities, that its Cowbell Mark was not confusing with the Bellwoods Bell Mark. As the factors were evenly balanced, the TMOB held that Blyth had failed to discharge its burden. Accordingly, the Blyth trademark application was refused on the ground of likelihood of confusion with the Bellwoods Bell Mark.
Blyth launched an appeal of the TMOB decision in the Federal Court of Canada. The Federal Court dismissed that appeal in February of 2022 (see Blyth Cowbells Brewing Inc. v. Bellwoods Brewery Inc., 2022 FC 248). The Federal Court also found that there was a likelihood of confusion and, as a result, the Blyth Cowbell Mark was not registrable.
The second case involved Regina craft brewer District Brewing Company (101217990 Saskatchewan Ltd.) (“District Brewing”) and Toronto craft brewer Lost Craft Inc. (“Lost Craft”). District Brewing had filed a Canadian application to register the trademark FIND YOUR CRAFT in connection with the goods “beer” (the “District Application”). In response, Lost Craft commenced a proceeding before the TMOB to oppose the District Application. Lost Craft did not hold any prior applications or registrations for the FIND YOUR CRAFT trademark. Rather, Lost Craft alleged that it had prior use of the identical mark.
In its decision, the TMOB refused the District Application (see Lost Craft Inc. v 101217990 Saskatchewan Ltd. dba Direct Brewing Company, 2021 TMOB 168). The TMOB found that Lost Craft had used the FIND YOUR CRAFT trademark in Canada in connection with brewery services prior to the date on which the District Application was filed. Specifically, the FIND YOUR CRAFT trademark was displayed on the LOST CRAFT delivery van starting in August of 2016.
The TMOB found there was a clear overlap between the parties’ goods and services (i.e. District Brewing’s offering of beer and Lost Craft’s offering of brewery services). In light of such overlap and the fact that the trademarks were identical, the TMOB found that there was a reasonable likelihood of confusion.
District Brewing brought an appeal of the TMOB decision before the Federal Court. The Federal Court ultimately dismissed that appeal in September of 2022 (see 101217990 Saskatchewan Ltd. (District Brewing Company) v. Lost Craft Inc., 2022 FC 1254).
In both of these cases the ultimate consequence of the TMOB and Federal Court decisions was to deny the applicants the benefits of trademark registrations. These decisions did not bar Blyth or District Brewing from using the contested trademarks. That remedy is not available in opposition proceedings before the TMOB or appeals from TMOB decisions.
Rather, in order to seek that remedy, Bellwoods and Lost Craft would need to commence trademark infringement and/or passing off actions in court and seek an injunction as part of the remedies being sought. The final case to be discussed below, was such a trademark infringement
suit launched by a craft brewery against an industry giant.
The third case involved the Ontario craft brewer Lakes of Muskoka Cottage Brewery Inc. (“Muskoka”) which took on Molson Coors Canada Inc. and Molson Canada 2005 (collectively “Molson”).
Muskoka owned a registration for a trademark featuring a chair (sometimes referred to as a ‘Muskoka chair’ or ‘Adirondack chair’) with a beer bottle placed on the arm (the “Muskoka Mark”). The dispute arose in June of 2019 after Molson launched a promotional campaign in which free t-shirts were placed inside boxes of MOLSON CANADIAN beer. The t-shirts displayed a design of a Muskoka/Adirondack chair with a beer bottle placed on the arm (the, “Molson Chair Design”). The respective chair designs are depicted above.
Muskoka brought an action against Molson in the Federal Court alleging that the use of the Molson Chair Design infringed upon its rights in the Muskoka Mark.
In media reports Muskoka president Todd Lewin was quoted as saying: “[i]f you don’t protect your trademark, you lose it. We had to do this. …There are thousands of cases of Canadian with this T-shirt out there in the market on a long weekend.” (see Rubin, J. (2019, June 29). Whose chair is it, anyways? Muskoka Brewery sues Molson Coors over depiction of Muskoka chair. Toronto Star.)
Mr. Lewin also raised the concern that a customer would see the Molson Chair Design and assume some connection between the two brands, or perhaps that the independent brewer had been bought
out by Molson. He was quoted as saying: “[w]e definitely would lose a big segment of our beer drinkers and our fans… Molson Coors has a history of acquiring independent craft breweries.” (see Edminston, J. (2019, June 28). ‘Deceived and confused’: Muskoka Brewery sues Molson for using image of Muskoka chair on t-shirt. Financial Post).
This dispute never made it to trial, however. The parties secured a dismissal order, on consent, which suggests that a settlement was likely reached.
Brewers should beware that a failure to exercise proper diligence when adopting a new trademark can give rise to costly disputes. The above cases demonstrate that such disputes can impact breweries big and small. It is therefore advisable for brewers to:
Conduct trademark clearance searches prior to adopting any new trademark to avoid infringing upon a third party’s rights;
Adopt branding that is unique and distinctive;
File applications to register any key trademarks as early as possible; and
Monitor the market and take enforcement action against any infringers.
For assistance with your brew branding needs, feel free to reach out to Sarah O’Grady or any member of the CPST IP Team www.cpstip.com.
Muskoka Mark Molson Chair Design 101217990 SASKATCHEWAN LTD. (DISTRICT BREWING COMPANY) VS. LOST CRAFT INC.
The Wyndridge Farm craft brewery and cidery is not only a popular destination with its restaurant and beer garden events, but it also serves as a contract manufacturer of craft beer, hard cider, hard seltzer, and non-alcoholic beverages.
“We detected unacceptably high levels of dissolved oxygen, a problem we urgently needed to correct prior to packaging an order for 21,000 cases of craft beer from a European wholesaler,” explained Scott Topel, the Beverage Production Manager at Wyndridge.
Managing the level of dissolved oxygen (DO) is an essential part of the art and science of brewing beer. After the fermentation process is complete, the presence of elevated levels of oxygen will degrade the quality and taste of the final product and shorten shelf life. Mitigating the risk of exposure to oxygen is especially critical during the packaging process that transfers the beer to cans, bottles, or kegs.
“High levels of DO can reduce the shelf life to less than three months, especially with IPAs where the effect of oxygen on the hops character is quite noticeable,” said Topel. “Ensuring a long shelf life is always important, but was absolutely necessary for this European order because the product would have to be shipped across the ocean and pass through customs prior to being distributed to stores and homes.
“We were able to diagnose the problem by taking measurements all along the production line. DO readings before and after the silicone hoses in the can-filling machine allowed us to pinpoint the location of the oxygen pick up. After a lot of research, we found that silicone hoses actually do allow some measure of permeability.”
Topel reached out to Bill Winard, the U.S. Business Development Manager at Aflex Hose, a division of Watson-Marlow Fluid Technology Solutions (WMFTS), who visited the Wyndridge facility and recommended Aflex’s new FaBLINE SI PTFE hose. As the FaBLINE name denotes, the hoses are specifically designed for the Food and Beverage industry, including brewery applications.
Developed to meet the latest hygiene standards, the patented PTFE-lined hose with standard 316 stainless steel braid ensures efficient product transfer and handling while simultaneously offering an exceptionally long service life.
The design allows the PTFE liner to expand around the outside and compress around the inside of a bend. This helps to retain a smooth circular bore throughout the hose, without distortion, resulting in smooth, consistent flow with minimal turbulence.
This construction is ideal for the repetitive up-and-down action of food and beverage processing equipment, like the can-filling machine at Wyndridge. Laboratory tests
CRAFT BREWERY AND CIDERY HAD AN URGENT PROBLEM THAT NEEDED TO BE SOLVED BEFORE IT COULD FULFILL A LARGE ORDER. THIS IS HOW THE FAMILY-OWNED BUSINESS, SET IN BUCOLIC YORK COUNTY, PENNSYLVANIA, GOT RID OF THEIR HEADACHE.
have demonstrated that the FaBLINE hose construction can withstand more than 100,000 cycles of repetitive action, with small bending radii, at maximum working pressure, compared to competitor hoses that fail after less than 13,400 cycles.
“We received the FaBLINE hoses in the nick of time,” said Topel. “Within a day, we were able to reduce our dissolved oxygen levels from 100-150 parts per billion to well under 50, and therefore we were quite relieved to be able to ship the European order on time.”
The decision to replace the silicone hoses was originally driven by the need to reduce DO levels in order to preserve product quality and extend shelf life. After installation, the new FaBLINE hoses have brought other important benefits as well.
The new hoses have significantly reduced product loss in two different ways. The first reduction occurs continuously. With silicone hoses, at a microscopic level, there is enough undulation to cause some turbulence of carbonated products, making them foam over continually, resulting in a cumulative loss of 4% of the product to the ground. The FaBLINE hoses, with their smooth, circular bore, have reduced this type of loss to 2.3%.
A second way that the FaBLINE hose reduces loss occurs during the startup of the hard cider can-filling process. Previously,
with the silicone hoses, it was necessary to bring the temperature of the lines down to below 40°F to avoid generating foam.
A scale measures the weight of each filled can, and if it contains too much foam, the can is automatically discarded — resulting in a loss of 2.5 or 3 cases at the beginning of each run. Now, with the FaBLINE hoses, the cider can move through the filling machine at 40-43°F without generating foam. Only one or two cans are now discarded at the start of each run.
Topal said: “We replaced the hoses due to an urgent need to bring down the dissolved oxygen in our beer, and the FaBLINE hoses immediately allowed us to achieve that goal. What we did not expect, but have come to really appreciate, is how the hoses have also allowed us to more smoothly run the canning operation for all our products, with much less waste.”
ASK YOURSELF THE RIGHT QUESTIONS AND TAKE THE FIRST STEP TOWARDS A SUSTAINABLE LIFESTYLE, EXPLAINS RICARDO MULAS OF E6PR.
In summary, sustainability is the use of natural products and energy in a way that does not harm the environment, or the ability to continue or be continued for a long time(1)
Nowadays, we are exposed to all sorts of messages on how we most achieve sustainability and take care of our planet; organizations promote the three “Rs” (reduce, reuse and recycle), while companies market their products as “green”, “eco-friend-
ly” or “degradable”, but what does this all mean? Asking yourself the right questions could help you make better decisions towards a more sustainable lifestyle.
Intertwined with sustainability are many different methods and processes, and understanding these is helpful to work out what is sustainable and what not. Here are some introductory definitions(2):
Reduce, to minimize the amount of waste we create.
Recycle, is the process of collecting and re-processing materials. Recycled is when a product comes from re-processed material, and recyclable is when the product can be re-processed, these terms should not be interchangeable, since recycled may not necessarily mean recyclable.
Reuse, is the process of collecting and re-purposing materials whether for its original purpose or to fulfill a different function.
Degradable, something that can be broken down into a simpler form mechanically, chemically and/or biologically, reflecting on the materials phys-
ical and/or chemical properties. We’ll focus on the following degradation processes:
• Oxo-degradation, a mechanism that results from the addition of chemicals to accelerate the breakdown of materials by oxidation, usually with oxygen from the atmosphere. This process may not change the materials’ properties.
• Photo-degradation, a mechanism that results from the addition of chemicals to accelerate the breakdown of materials with UV light, usually from the sun’s light. This process may not change the materials’ properties.
• Biodegradation, a natural mechanism that results from digestion processes, assimilation and metabolization of organic compounds carried out by bacteria, fungi, protozoa and other organisms.
Compostable, a human-driven process that accelerates the biodegradation of a material through temperature, humidity, acidity and other conditions.
Lifespan, or lifetime, is the length of time that something is likely to live, continue, or function.
Useful life, a product’s service life.
Succeeding the dissection of the different methods and processes involved in sustainability, one can analyze an everyday activity and the impact this may have on our environment. For instance, when you are thirsty and purchase bottled water, you may only think about quenching your thirst. After today, ask yourself, what happens to the bottle?
The bottle’s useful life ends as soon as you drank the water, and if made from plastic, the bottle’s lifespan can be over 500 years.
The bottle may be reused if you fill it up again. Though, how many times will you refill the bottle? What happens when the bottle breaks?
Is the bottle from recycled material? Can the bottle be recycled? If so, it will be re-processed into a new product that will eventually fulfill its own useful life, could the plastic be recycled once more? Usually, each cycle means an inherent loss of properties (e.g. reduction of molecular mass); downgrading.
Reusing and recycling are helpful to continue the useful life of the plastic material, but to what extend? In time, the material loses enough properties that it may no longer be recycled and ends up as landfill, or waste, polluting our soil and water sources(3). What happens when a plastic material reaches a landfill or the open environment?
Naturally plastic will degrade over a 500year span, in the meantime it will occupy space, filling up landfills, or pollute our land, rivers and oceans. Artificially, chemicals are added to plastics to accelerate its decomposition; oxo-degradation or photo-degradation. What happens if oxygen or UV light don’t reach these items?
The material will not break down. What happens when it does? The plastic material will break down to ever smaller pieces of plastic, even reaching less than 0.2 inches in size. Studies show microplastics have entered the food chain(4), creating problems on its own.
What are the alternatives? During the past few years, plastic products, especially in the packaging industry, are being replaced by new materials promoted as biodegradable and compostable.
Biodegradation happens naturally, everyday organic matter (plants, trees, dead animals) in the environment is converted to simpler compounds, mineralized and redistributed through elemental cycles such as the carbon, nitrogen and sulfur cycles, nurturing ecosystems. Artificially, mankind accelerates the biodegradation process through compost.
Divided by scale an industrial/commercial compost is closely monitored to optimize the decomposition process of large volumes in a matter of days, while at its simplest level home/garden-compost breaks down food scraps, grass clippings, leaves, and low quantities of organic matter over a period of months. Keep in mind that compostable materials will only biodegrade in a compost system, the conditions and temperatures of a home compost will not break down bioplastic products.
The lifespan of a compostable product could almost be as fast as its useful life, biodegrading in a matter of days. Even better, the decomposed outcome is a dark, crumbly organic material that can be used as fertilizer in garden soil, helping it retain water, add nutrients and discourage diseases, pests and weeds.
Back in 2017, E6PR was created with the mission to innovate and develop high-end compostable and biodegradable packaging solutions with low to non environmental impact. Introducing the first ecological can holder designed to replace plastic rings, the “Eco Six Pack Ring” is made from natural plant fibers. The Eco Holders comply with the highest quality standards of performance, proven with over 5 years of continued use in 25 different countries by over 600 customers.
By using natural plant fibers, E6PR strives for a sustainable lifestyle. The eco-rings, being compostable, avoid the recovery and downgrading problems that recyclable options have. Consumers discard the fiber based eco-holders in the compost or organic bin, or as green waste, which in turn decompose into a nutrient-rich biologically active substance; fertilizer. When fertilizer is added to the soil, it boosts the health and vitality of plants.
As consumers we have the power of decision making, it is within us to determine what brands we support and why we purchase their products. Ask yourself what is the origin of a product, and its packaging, and where does it all end? Today, more than ever, it is very important to choose the sustainable option.
(1) Oxford Dictionary
(2) These definitions are particular to the writer based on different sources and references.
(3) UN: “Plastic Planet: How Tiny Plastic Particles are Polluting Our Soil”
(4) WWF: “Assessing Plastic Ingestion from Nature to People”
A LITTLE MORE THAN THREE YEARS AFTER OPENING ITS DOORS, TIRE SHACK BREWING OF MONCTON, NEW BRUNSWICK, WAS CROWNED ‘BREWERY OF THE YEAR’ AT OUR VERY OWN BREWERS CHOICE AWARDS AT THE END OF 2022. AND ALTHOUGH ACCOLADES ARE ALWAYS WELCOME, FOR BREWERY FOUNDERS ALAN NORMAN AND JERRICA KENNEDY, THEIR FOCUS IS ON GIVING THE COMMUNITY SOMEWHERE TO CALL THEIR OWN AND SOME FANTASTIC BEERS TO ENJOY ALONG THE WAY.
“
I think our tears are embedded in the walls of this brewery.”
Like many breweries that have come before them, those early pages in the story of Tire Shack Brewing were far from straight-forward. But for co-founders Alan Norman and Jerrica Kennedy, the blood, sweat and tears they’ve spent along the way have been more than worth it.
Opening a matter of months before the global pandemic took hold, the Monctonbased brewery has gone on to establish itself as a destination for the local community and visitors alike. And they remain indebted to that very community for the support and encouragement it gave them along the way.
“We started planning this whole thing back in 2016, so when we finally opened three years later, there was a real sense of fulfilment,” recalls Norman.
Kennedy adds: “It was pretty overwhelming because we did a lot of work on it ourselves. We watched a lot of YouTube tutorials, and were hands-on from the start.
“I think there is sense of accomplishment when we look around this place. Our heart and souls are poured into every single wall you look at and I think our tears are embedded in the walls of this brewery.”
Located at 190 John St, Tire Shack is based moments away from Victoria Park. And location is all-important for the duo, an asset they attribute to the way the brewery has grown and evolved since day one.
“I think it really helps that we’re in a neighbourhood here. So when we were starting out, the community could see what we were doing. Each and every day we were painting, tiling and getting our hands dirty. They bought into what we were doing and probably asked themselves who are these crazy people they kept seeing!” laughs Norman.
Kennedy adds: “They would always stop by, so we felt part of this community before we had even opened. This area was once a really vibrant neighbourhood and you could say it probably fell on hard times. But thankfully it’s on its way back up and it feels really cool to be part of that.
“What I’ve always appreciated is the way that breweries can play a role in helping transform a neighbourhood. I’ve seen it happen a lot across the US, where a business takes a risk and then others follow suit. It’s something to be proud of and we certainly feel that too.”
Before Tire Shack Brewing came to be, Alan Norman and Jerrica Kennedy took possession of the building that was an auto-garage which had sat abandoned for over three years. The amount of discarded drug paraphernalia was astounding, they recall.
I’ve always appreciated the way that breweries can play a role in helping transform a neighbourhood,”
Jerrica Kennedy, Tire Shack Brewing
“The space and the neighbourhood were up against hard times. However, we saw a real opportunity to bring back a sense of pride to what is a very old and historically significant part of the city. We feel the neighbourhood has really undergone a massive transformation in the three years we have been here, and we are super excited about that and also for the future of the neighbourhood,” says Kennedy.
Norman adds: “At the Tire Shack everything we do is about community. We take pride in offering a community space that is inviting and that welcomes anyone no matter your background, beliefs, gender, age.
“Inclusion is one of our core values and we endeavour to lead by example. Beer is such an inclusive beverage with such a vast history. We get excited about the fact that we can use a product as simple as beer to bring people together from all walks of life into our taproom where everyone feels welcome and comfortable.
“Community service is also very important to us, and we directly contribute to the Peter McKee community food garden where we grow food in the neighbourhood for the neighbourhood to feed less fortunate members of the community.”
In addition, the business is also very active in supporting charities in the Moncton area. In the past they have brewed beers specifically for the SPCA and Inclusion Advocacy SENB where they have donated 100% of the profits to each charity. They have also supported UNICEF on a national level at their Halifax Gala. Other charities in the community that we have had the pleasure of working with
this past year are: Crossroads for women, Laubach literacy NB, United Way, Maritime Assistance Canines, Natoaganeg First Nation Community Food Centre, and Moncton Taco Week which raises funds for United Way.
While Tire Shack Brewing is three years young, the story of husband and wife team of Alan Norman and Jerrica Kennedy goes back much further. While they are both originally from Moncton and living in Toronto, they would meet back in Moncton at a mutual friend’s Christmas party.
Travel for work would being them to many breweries in Europe, the United States and Canada. In doing so, they always fell in love with the amazing sense of community and unique offerings each brewery offered. It was so inspiring to them that they began planning for many years about opening something similar in their hometown.
“After living in Toronto together for 16 years we felt it was time to move home to Moncton and set out to accomplish our dream of opening a craft brewery,” Norman says.
Kennedy adds: “The building was completely gutted and after an insane 11 months of renovations we opened to the public on November 9, 2019 (just in time for Covid). We had a dream of creating a community space where anyone felt welcome no matter what your background or beliefs were.
“Opening only four months before the pandemic was definitely challenging but we could not believe how much support we got from the community. It was an amazing feeling, and I personally delivered every delivery order in an extreme show of gratitude to our customers. It also allowed for us to connect on a much deeper level with our customers in a way that would not have been possible.”
Tire Shack Brewing has gone on to experience phenomenal growth in those first three years of existence, and are currently in the process of building a new 5600 square foot addition on to the brewery. The new space will allow them to have more fermentation capacity, additional cold storage, and a high-end packaging line.
In addition, they are building a rental space that can be used for weddings and corporate functions The expansion will also have a beautiful, four season, glass atrium roof top patio that there are rightfully excited about, and they also feel this will be an amazing addition to the rapidly growing city of Moncton.
With a wealth of projects in the pipeline, those early days back in 2019 could feel like a long time ago. Especially with everything that was to come several months later.
“Let me tell you a little story of when not to open a business.... November 2019!” smiles Norman. “We did not include global pandemic in our risk assessment of our business plan. The pandemic impacted every aspect of our business and still does to this day. We could easily focus on the negatives of Covid-19 but, I want to focus on the positives because there were a lot!”
Kennedy explains: “I can’t believe how supportive the community was and how much they got behind us and went out of their way to support us. I personally delivered every order in an extreme show of gratitude. We were so thankful, and still are to this day. The way the community came together really made us feel at home and we knew that we made the right decision moving back home to Moncton being surrounded by such incredible people.
“As Covid lingers on all of us in the business community can at least have the
peace of mind to know that we have each other’s backs, and we also have the support of an incredible community that will get us through even the greatest of challenges.”
Another positive, they point out, was that rather than compete against each other, businesses found a way to band together and support each other through unique collaborations. Some of the businesses that they have collaborated with in the past: Epoch Chemistry, Halo Donuts, Euston Park, Black Rabbit.
“For the past few years, all we’ve known is controlled chaos,” she says. “It’s never been normal so I’m really excited about things such as us having tourists coming in for the first time, and being able to be at full capacity and give people the full experience that we dreamed of when we opened this thing.”
And, unsurprisingly, a key facet of this offering is the beautiful beers on offer. Central to this side of the business is brewmaster Henrique Soares and the creative flair he brings to brewing. Originally from Rio de Janiero in Brazil, Soares has lived
We want to change people’s perception of what beer can be without compromising on quality,” Alan Norman, Tire Shack Brewing
in Canada since 2016. Moving to Canada as a qualified brewer, he took on positions at Niagara Brewing Company and Niagara College before brewing at Neustadt Springs in Ontario. Then in April 2019 he joined Tire Shack as its brewmaster and production manager, a role he’s had since day one.
The brewery started out with three core beers, ‘The Specialist’ Blonde Ale, ‘Realignment’ Juicy Pale Ale and Toasted Marshmallow Stout ‘Secret Society’. Soares has gone on to brew countless other beers since, and relishes using a variety of often unusual ingredients such as herbs, carrots, coffee and doughnuts to name a few.
“I have a culinary background so I enjoy visiting local markets and working with ingredients that I think would work well with a beer. My mindset is always how I can make a beer interesting and of the highest quality,” he explains.
Norman adds: “We want to change people’s perception of what beer can be without compromising on quality. For the longest time, mass market beers have had a tight grip on people so when you offer someone a beer brewed with something like doughnuts you are challenging their idea of that product. It’s a lot of fun.”
These beers have picked up numerous awards, and the business behind them secured the top accolade at our very own Brewers Choice Awards at the end of 2022.
“We never ever would have thought we would win Canadian Brewery of the Year and we are still a little in shock,” says Kennedy. “We are so grateful for all the incredible support we have received from the community, and we are so fortunate to have such a fantastic team that truly makes every day better than the last. We are having an amazing time and are very much looking forward to the future!”
“What does a successful 2023 look like? Perhaps an expansion without a major disaster happening. That would be great! Kennedy laughs. “Winning awards won’t change our philosophy as we just want to keep our heads down, make the best beers that we can and give people somewhere warm and welcoming to enjoy them. We are hopefully doing just that.”
On a stunningly bright sunny Saturday morning my wife and I made our way via the Eurostar to Kortrijk (tip, travel via Lille, it’s quicker) 26 miles south west from Ghent. The largest city in south west Flanders Kortrijk has plenty of sites to occupy you for a day.
The medieval Grote Markt with its belfry, the Beguinage (listed as a world heritage site) and the amazing fortified Broeltorens. There is also the Kortrijk 1302 multimedia museum and Texture, the city’s textile museum. There are also a number
of breweries in and around the outskirts of the city and walking along the beautiful River Leie I spied Brouwerij Ruimtegist on the opposite bank. However, we weren’t here for historical culture…
On the weekend of 7th and 8th October, Brouwerij ‘t Verzet hosted the first Oud Bruin Fest, a two day celebration of everything Roodbruin, Flemish Red and Oud Bruin. Thirty three brewers from Flanders, Brussels, Hungary, France, Italy, Norway, Sweden, Estonia, Denmark and Scotland showcased an amazing range of mixed fermentation, barrel-aged and wild ales.
Street food to soak up the tasty beers was provided by ROK and Potatolicious and a sound system cranked out anything from old school punk to krautrock, psychobilly and more. The bottle shop featured extremely affordable bottles of everyone’s beer with the obvious highlight the 2022 version of Oud Bruin Megablend.
What really made the festival memorable for me was the people that it attracted. Bumping into old friends and colleagues all coming along for the same ride. Folks not only from Belgium but all over the world drawn to savour the tart, malty nuances of various interpretations of this oft-forlorn beer style. Standout modern versions of this ‘oud’ classic were savoured from Antidoot, La Source, De Ranke, SOSAB, Toye, Dok and Alvinne.
Then you had pure class in the heritage example from the likes of Cnudde, De la
Senne, Beer Project, Vandewalle, l’Ermitage and Bourgogne des Flandres. And if that wasn’t enough to whet your appetite out poured super wild beers from Rolling Hills, Holy Goat, Loverbeer, Tanker and Brekeriet. So if you are expecting only BJCP style-specific beers, be prepared to open your mind to the creativity on show.
Both days featured sets of masterclasses with Friday including Luc from De Leite, Glenn from Alvinne and Rudi from Rodenbach. On Saturday I enjoyed Chris’ presentation from Vandewalle and we also had Valter from Loverbeer and Johnny from Holy Goat. Chris Vandewalle, archivist for the city of Diksmuide gave a presentation of Oud Bruin within the Westhoek of West Flanders and particularly highlighted the role that his family played in this.
Chris was also showcasing his wonderful beers from Seizonbrouwerij Vandewalle. He gave me a copy of his book ‘Oud Bruin – De bierlink tussen de verleden en toekomst in Reninge’ (the beer link between the past and future of Reninge, where is brewery is based). It was a surprise for me to learn that the style was being produced throughout the region with even a brewery situated on the dunes of the Belgian coast.
Eventually I had to admit that as much as I love this beer style and was still keen to taste more beers it was time to head back into the city for some food and retire for the evening. Kortrijk has plenty of great food options offering up numerous different cuisines. But after a long day enjoying Oud Bruin it just had to be a steak with frites, as classic a Belgian dish as you will find.
So Oud Bruin Fest will be back again in 2024. Be sure to keep an eye on the Brouwerij t’Verzet homepage and socials as I thoroughly recommend this friendly and exclusive beer festival. I’ll definitely be there. Cheers!
About AleHunters Brewery Tours: Want to learn more about Belgian beer and breweries? It’s easy. AleHunters 5 star rated Brewery Tours provides transportation by mini-bus to Belgium from our pick-up point in West London. For those based South of London we can collect from Stop 24 Folkestone Services. If you live far North of London or outside of the UK you can meet us at our base hotel for the trip. Repeat customers are entitled to a 10% discount off the tour price for each subsequent booking. Our tours are limited to a maximum of 10 people so that everyone has the full attention of your host, Paul. Brewery visits will all be arranged making use of our local knowledge and extensive contacts. Finally, we’ll book your accommodation in 3-4 star hotels to ensure your comfort throughout the trip
About the author: On my journeys I have amassed a huge amount of knowledge of the country’s bars and breweries, and built up a network of contacts with the key people involved in Belgian’s vibrant beer scene. A resident of London for over 35 years I have developed an in depth knowledge of the capital’s most iconic pubs and bars. More recently I have spent the past
10 years exploring the most innovative and exciting craft breweries in the city. In a previous life, I was a member of the Quality team at Fuller’s, London’s oldest brewery. I also delivered brewery tours at its Griffin
Brewery in Chiswick, welcoming visitors from the UK and overseas. I have hosted tutored beer tastings for many years, and have a thorough knowledge of beer – from grain to glass.
THE ANNUAL CANADIAN BREWER’S CHOICE AWARDS CLOSED OFF ANOTHER CHAPTER WITH AN EPIC BANG AT THE PRESENTATION AWARDS DINNER AND INDUSTRY HOLIDAY EVENT THAT TOOK PLACE ON THURSDAY, DEC 8TH 2022, AT OLD FLAME BREWERY’S NEWEST LOCATION WITHIN TORONTO’S HISTORIC DISTILLERY DISTRICT. BREWING PROFESSIONALS FROM ACROSS CANADA (INCLUDING ONTARIO, NEW BRUNSWICK, BC, NOVA SCOTIA AND QUEBEC) AS WELL AS THE UNITED STATES, CAME OUT TO CELEBRATE AND SUPPORT THEIR PEERS FROM THE CANADIAN BREWING INDUSTRY. THE CBCA’S WERE DESIGNED TO RECOGNIZE THE VERY BEST IN CANADIAN BREWING, WHERE THE BEST OF THE BEST ARE PUT IN THE SPOTLIGHT FOR THEIR ACHIEVEMENTS.
This year’s panel of judges included, among others, the Brewers Journal Canada Team, Tim Sheahan – Editor of Brewers Journal Canada, Ren Navarro – Founder of Beer.Diversity, John Keeling - former brewing director of London UK-based Fuller’s, Natasha Peiskar – President of Pink Boots Society Canada, and Stephen Tyson –Founder of Karbon Brewing.
Consisting of 9 categories, the nomination process involves beer industry peers submitting detailed descriptions of why a certain brewery or an individual should win a specific award. There are no fees involved in the submission process, which makes it accessible to everyone. An increase of more than 300% in submissions from last year is invigorating and everyone that was shortlisted and won should be very proud.
The CBCAs are made possible with the support of all of the partners and sponsors involved and is produced and presented by Brewers Journal Canada, the beer industry’s leading B2B media company in Canada.
This year’s theme, a ‘Moment of Recognition’, was inspired while creating the official beer of the 2022 CBCA’s, in collaboration with Old Flame Brewing. During production, the difficulties of singling out final winners for each category was discussed, which eventually led to the production of a beer that represents all the hard work that everyone puts in, while encouraging everyone to occasionally take a moment to celebrate. A Moment of Recognition eventually became the name of the official beer for the 2022 CBCA’s.
This year’s awards (2023 CBCA’s) will be accompanied by a conference portion for the first time. For more information, visit: www.brewersjournal.ca/awards
Young Brewer of the Year Award: For the first time ever TWO winners: Brittany Ribalkin from Bellwoods Brewery and Alex Bullen-Genis from Dominion City Brewing
Brewer of the Year: Andrew “Esty” Estabrooks from Foghorn Brewing
New Brewery of the Year: Something in the Water Brewing from Toronto, Ontario.
Brewery of the Year: Tire Shack Brewing from Moncton, New Brunswick
Branding of the Year: Tin Whistle Brewing from Penticton, British Columbia
Sustainability Initiative of the Year (new this year): Bench Brewing
New Beer of the Year: 2 Crows Brewing
Beer of the Year: Spearhead Brewing
Lifetime Achievement Award: Paul Gautreau (retired) formerly from Big Rock Brewery
THE NIGHTS ARE LONG, THE DAYS ARE SHORT, THE AIR IS COLD AND PATIO SEASON IS BUT A DISTANT MEMORY. YES, IT WOULD SEEM DESPITE OUR BEST EFFORTS, WINTER IS INEVITABLE. AND WHAT BETTER WAY TO BLUNT THE FROZEN FIST OF JACK FROST THAN WITH A PINT OF BEER? BUT NOT JUST ANY BEER WILL DO. NO, IT MUST BE STRONG, BOLD, DARK AND WITH JUST THE RIGHT AMOUNT OF SWEETNESS. BUT DOES SUCH A BEER EXIST?
IS THERE A PERFECT WINTER BEER? BSG WOULD LIKE TO SUBMIT FOR YOUR CONSIDERATION, THE DOPPELBOCK.
Intense flavors of caramel malt and a soft roast finish are paired with a delightfully dark color and a rich body, wrapped in a solidly high 7-10% abv. It warms you, fills you up and goes perfectly with rich roasted foods or desserts. If that doesn’t sound like the perfect beer to sip next to a crackling fireplace, we don’t know what does.
Still not convinced? Perhaps you might be persuaded by diving a little deeper into the origins of this delightful beer.
Doppel in German means double. To put it simply a Doppelbock is double the ‘bock;’ or even simpler it’s a stronger version of a German-style bock beer. Similar to when word “double” is used to describe other beer styles, like a Double IPA, expect higher ABV and more intense flavor.
And when it comes to bocks, Doppel is just the beginning. There’s the original bock or Dunkel Bock. There’s the Maibock, a more hop-centric paler bock. A Weizenbock that’s brewed with wheat. There’s even an Eisbock or “ice bock” a stronger bock made by freezing the beer and removing the excess ice leaving more of the alcohol behind. Needless to say, whatever you fancy there are plenty of bocks to choose from this winter.
The Doppelbock’s origins can be traced all the way to back to 1600s where it was first brewed by monks at the Paulaner brewery in Munich. But the history here is as dark and opaque as the beer itself.
The most popular legend claims the monks created the beer as a means of sustenance during their Lenten fast. Others argue the beer was never used for fasting, but instead the opposite, saying it was meant for celebration and feasting. Although it is hard to say for sure, the truth is likely somewhere in the middle.
In 1651 the monks at Paulaner celebrated the Feast Day of their founding father, Saint Francis of Paola, where they drank and served Sankt-Vaters-Bier (Beer of the Sacred Father) to the townsfolk.
This sacred beer was the first Doppelbock nicknamed ‘liquid bread’ for its richness and meal-like ability to fill you up. Since this annual event was held in April it sometimes took place during Lent. So, it was both drank as a part of a feast, but also during Lent…hence the confusion.
The Sankt-Vaters-Bier would eventually become known as Salvatorbier or Salvator, meaning savior in Latin. Centuries later Paulaner would trademark the name “Salvator”, but breweries would continue honoring the original by ending their doppelbock names with “-ator”.
Although the history may be murky, what is clear is Doppelbocks are a delicious hearty beer and can be drank on any occasion.
Sources:
“The Real Story of Doppelbock”, Mark Dredge
“Style School: The Hallowed Comforts of Doppelbock”, Jeff Alworth
Classic & Contemporary Examples:
Ayinger Celebrator, Ayinger Privatbrauerei (Aying, Germany)
Dissimulator, Twin City Brewing Company (BC) (Silver, Bock – Traditional German Style, 2022 Canadian Brewing Awards)
Elevator Doppelbock, Hell’s Basement Brewery Inc. (AB) (Gold, Bock – Traditional German Style, 2022 Canadian Brewing Awards)
Navigateur, Brasseux d’la Cote (NB) (Gold, Canada Beer Cup)
Road Block Doppelbock, Walkerville Brewery (ON)
Salvator, Paulaner Brauerei (Munich, Germany)
Samuel Adams Double Bock, Boston Beer Co. (MA)
There’s arguably no right way to brew a Doppelbock. But when it comes to malt, we recommend combining a German or Munich style with a roasted malt to produce the Doppelbock’s classic malty, bready, toasted characteristics and dark amber color.
At BSG we have a wide variety of Weyermann® malts ideal for your next doppelbock, but we also offer some great domestic options from BC based Gambrinus Malting.
Weyermann® Munich Malt Type 1
Weyermann® Munich Malt Type 2
Gambrinus Organic Munich Light
Gambrinus Munich Dark
Weyermann® CARAAROMA®
Weyermann® CARAMUNICH® Type 1
Weyermann® CARAFA® Special Type 1 (dehusked)
Doppelbocks traditionally have a low bitterness and very little hop aroma and flavor. So going with a German noble hop is a safe bet.
German Hallertau Mittelfrüh - the quintessential noble hop, mild and approachable with a mixture of sweet, earthy and herbal notes.
German Northern Brewer - versatile and mild, predominantly spicy with an undercurrent of woods and wild fruit.
Mount Hood - American-bred descendent of Hallertau Mittelfrüh, it is moderately intense and sweet with suggestions of herbal notes, flowers and green fruit.
Originating from the famous VLB institute in Germany, Fermentis SafLager™ S-23 is a true lager yeast capable of producing continental lagers with fruity notes, perfect for a Doppelbock.
Fermentis SafLager™ S-23 – 100g
And following 25 years in business, nobody can accuse Microbrasserie de Charlevoix of not doing that. It’s a brewery founded on a love of classic Belgian styles, beers that have given them stability, but one that continues to innovate and invent with numerous styles, ABVs and flavours.
When Frederick Tremblay and Caroline Bandulet returned from the fast-pace of life in Montreal to settle back in the region of Baie-Saint-Paul and open a brewery, some people called them “crazy”. But fans
of great beer are grateful they made that move and here, Tremblay explains how and why they did it.
“Like many brewers, we started because of a passion for great beer and the region we live in. When we started in 1998, we were maybe the 20th brewery to open. And most of the breweries were all in Montreal, or close to Montreal, because it’s the largest city in Quebec. But many of the small brewers that tried to start in small towns and regions would unfortunately close. Why? Because their business model was based on brewing beer in a region but trying to fight and sell it in the big market. So if you were in a little town then you be trying to sell everything in Montreal.
“So at the time, they were starting out with ambitious, big facilities. What we did was to start with the size of a brewpub but with a commercial industrial licence. This allowed us to sell on the premises but also selling outside, too. Charlevoix is also a popular tourist area and we were one of the first to have a very good “foodie” restaurant. Usually brew pubs would serve hotdogs and stuff like that but you know, we really went the whole way with a gastropub offering and it worked.
“And it was, it was not often that you would see that in 1997 or 1998 when we started. Usually you were a brewpub or an industrial brewery selling to other pubs and bars. But our business model was trying to do a bit of everything.
“So this is really what helped us to start trading in a tourist area, a small town of 7000 people, and to succeed. And our model was eventually copied after and that’s totally perfect. As I always said, I think there’s room for breweries in every little village, but you also have to build your facility in a way where you can survive from the business in your neighbourhood. Don’t expect other business will come your way.
“And that’s what we’re still seeing. There are some brewers that start with too high expectations, and they start in small villages, with a plan to sell outside. But if your basis is not strong enough, and if you don’t have that big base, then you will struggle and unfortunately, many of them are closing.
“So the first thing for us was to find a model that was that was viable 12 months a year and to start slowly, and then slowly expand to other areas like Montreal, and since its a tourist town here, the people coming to our pub, and drinking our beers, were happy to find it elsewhere in Montreal. We never tried to put too much pressure on having to make money. It was always, you know, expanding with the money that we have.”
“Caroline and I really love Belgian beers, and we had the chance to travel to Belgium in 1997. And one of the things we did was to visit small breweries and small towns so to get enthused from what was
25 YEARS YOUNG IN 2023, MICROBRASSERIE DE CHARLEVOIX IN BAIE-SAINT-PAUL HAS MADE AN INDELIBLE MARK ON CANADA’S BREWING FABRIC. CO-FOUNDED BY FREDERICK TREMBLAY AND HIS WIFE CAROLINE BANDULET BACK IN 1998, TREMBLAY HAS SEEN MUCH CHANGE YET MUCH STAY THE SAME IN THAT TIME. IN THIS PIECE, HE LOOKS BACK AT THOSE EARLY DAYS BUT ALSO HOW THE BREWERY AND INDUSTRY HAS EVOLVED IN THE QUARTER OF A CENTURY SINCE STARTING OUT.
In the heart of Baie-Saint-Paul, our brewers give free rein to their imagination in order to satisfy the most demanding, special beer lovers.”
successful in Belgium, and what was successful in Europe. The American scene was markedly different in both the type of breweries and number per capita, so that journey really inspired us. It’s why we started brewing beers like our Flacatoune IPA and Blanche de Charlevoix from early on.
“We would go on to add a Dubel, a Tripel and an Amber. At the time in Quebec many other breweries were brewing Pale Ales. Not the DIPAs, TIPAs and NEIPAs but English Pale Ales. Those beers are easier to brew, and everyone was dealing with a simple step mash, and largely using the same yeast coming over from England. These were delicious beers, very good beers. But for us, our focus was on Belgian styles and very few other breweries were doing that.
“What drove us was creating a stable, solid product. Recipes we would work on for months to refine, which is somewhat different to what happens today. Now people are launching new beers all the time, it’s just a different philosophy.
“And I like to think that’s why we are still here, 25 years after we started. It’s because we really put stable products out into the market. Something like Flacatoune IPA, which is inspired by Duvel, has really complex flavours but also one that we can say we’ve been selling for 20 years. If you speak to shop owners in Quebec, it remains one of the top five beers sold there when it comes to the market for single beers sold (and not cases).
“While there is more choice than ever, consumers still have an appetite for beers they can trust, beers like Flacatoune IPA. The reputation of that beer has given us stability, and given us the freedom fo brew other beers, too. But even now, more than 50% of our sales are from the products we launched back in 2000.”
“Evolution is very important for us and some five years ago we made the decision to flip our branding 180 degrees. When you go back to 1998 there was some 20 or 25 breweries, and we there brewing beers such as the Dominus Vobiscum Triple and Dominus Vobiscum Double.
Blanche de Charlevoix - 5%
Blnx Premium Lager - 5%
P’tite Tranquille - 2.5%
Vache Folle ESB - 5.5%
Cold IPA - 6%
C’est Toujours l’Été Quelque Part - 5.4%
Flacatoune Ipa - 7%
Dominus Vobiscum Double - 8%
Dominus Vobiscum Triple - 9%
Imperial Milk Stout - 9%
“But over time we would brew other beers, too. In doing so, we made these look distinctly different from the branding of those earlier releases. To the public, these beers were being produced by two different breweries. Over time, we would realise that making it more difficult than it should for people to find beers from breweries they love is not the right approach. We would rethink our branding and our marketing. The consumer respected the name of Microbrasserie de Charlevoix on their can or bottle, so why shouldn’t we leverage that reputation?”
“As brewers, we are beer lovers and always want to enjoy new flavours. And that’s one of the basis of our business model when we started out as a brewpub. We could brew batches of 150 litres, and then have people tell us if they liked it or not. We still do that, of course, it’s just now in batches of 1000 litres and not 150 litres, that’s all.
“But at some point in our production facility, Flacatoune IPA would account for approximately 35% of our sales while Blanche de Charlevoix was probably 30%. This was great but it also meant we were always brewing the same beers because of their popularity. It was a problem, because our team there were getting bored and we did not want that.
“New breweries were coming to market and with that, regular new beer releases too. We knew our brewers needed to have the scope for that creative output so we bought a little pilot brewery that is open to all. It doesn’t matter if you are in sales, marketing or production, it’s your canvas to work on. If a beer produced on that kit does well, we can do move it to the 1000l kit at the brewpub. And if that works, then we will try to find space for it on the commercial schedule. And that’s how recent beers such as the 6% Cold IPA ended up in our family of releases. The production run at the main brewery sold out in two weeks, which is great to see, so we’ve brewed it again.
“Innovation and exploration is in our DNA. I think sometimes our beers are the victim of their own success. As a result, people tell us that they respect our beers but we never launch new products. Except I tell them ‘no, no, no!’ As only last year we launched five new beers. When you list them, they realise that they remember each and every one.
“New beers are so important as it allows everyone to express their ideas and to demonstrate their creativity. Everyone brings something different to the table here at Microbrasserie de Charlevoix.”
“My doctor says I’m too excited, and I should be less so! It’s so integral to remain energised and enthused, and that’s why after 25 years we are planning an expansion rather than slowing down. For us, stability is key. Not just in the beers we make but in the team we have. In 2008 there was just the three of us. Nicolas Marrant, Caroline and I. He is still part of our team, and we call him our artist brewer because he doesn’t like the term master brewer. Nicolas is the big brother of our newer brewers and is invaluable to us. We are fortunate to have such a great team.”
“Caroline and I have always loved the idea of building a production facility on
land where we could also grow ingredients. We tried this before but the land we wanted was rated as agricultural by Quebec so we had to opt for the industrial facility instead.
“But now, many years on, we have a new piece of land and that will be our last big project because after that we should probably retire! The new destination will elevate the customer experience and also that of our team. We will be investing in the best equipment, which will improve our processes. It will be amazing.”
“This new project is not based on the premises of making more money. We could have easily just expanded in the current location. That would have been simpler and more profitable. This is about so much more than that.”
“We talk about our passion for beer. And that’s exactly what it is. It’s a passion and not just a liquid. It is part of people’s lives. We are grateful that people have bought their beers to get married, or to take on vacation, or to enjoy on vacation in this region! It helps create great memories.
“And our new brewery is located opposite a golf course. My aim is that those playing a round of gold will swap out a Bud Light for one of our beers instead - that’s my hope!”
IT’S NO SECRET THAT BEER MARKETING STARTS WITH YOUR LABEL DESIGN. STOMP STICKERS HAS PUT TOGETHER THEIR FAVOURITE TIPS TO GIVE YOUR BREW AN EDGE OVER THE COMPETITION.
H2:
If the goal is to make your brew look different than the rest, one option is to go with a unique texture. That can happen with design elements (like the “scale” design seen in the picture above), or the label material itself. Consider what kind of material will best complement your design. Make sure you consider the key difference between matte and gloss labels. For a standout, reflective design you could go with silver labels featured here.
H2: NON-STANDARD SHAPES
Author Jon Bernard Stomp StickersBrewery labels are more than marketing. They’re the nexus of both style and substance, displaying key information to consumers while enticing them to pick up a case. That’s the challenge; anyone can make a beer label, but it takes careful consideration to make a label that demands attention.
With a seemingly endless amount of design choices, how can your brewery make the right selections for materials, colour, size, and graphics? Most importantly, how do you craft that iconic design that will make your brand “pop”? To help explain, we’re going to go over the most important elements of designing an effective brewery label.
A brewery label doesn’t have to be unconventional to stand out. If your brewery has more traditional branding, you can make a statement by considering the shape of the label itself. The label above is a traditional design that stands out because the diamond shape controls how the other elements are laid out.
H2: EYE-CATCHING IMAGERY
Stylized art has had a huge impact on the craft brewing industry. Eye-catching illustrations can be a nice change of pace, especially if your brewery has to compete for attention with other labels. The more artistic and less-traditional approach of Vergine di Norimberga above appeals to a younger, more adventurous audience.
H2: BRAND-LABEL AGREEMENT
The most important element in any label design is brand-label agreement. Do you
have an IPA named after an island? You might want a label with fun, swirly, tropical designs. That wouldn’t make sense for a brand with a German name — instead, you’d want classic, Gothic fonts that remind you of German beer halls. Most importantly, your brand needs a clear identity. And that identity needs to inform your design choices.
Like it or not, specific colours have specific connotations. Red, gold, and orange? Warm colours. Blue and white? Cool colours. Gold labels are a popular choice for beer labels and have an “upscale” or “prized” look. Red labels are bold, powerful, and eye-catching. Green labels might remind you of the outdoors. Be mindful of every colour choice — and what it means for the context of your label.
Sometimes, everyone else is trying to do so much with their labels that the only way to stand out is to go minimal. Try a large label with a smaller font. Emphasize one element, instead of three. See how simple you can get it — and you may end up being the one label that makes new customers think: “Hmm.”
When people spread the word about your brew, you want customers to see your
name first. Emphasizing your name can help you stand out to customers who are already looking for you. Think of something like Guinness. All they need is a name, a harp, and a black label; brand awareness does the rest.
Size matters. If your label is too small, it can look awkward and unprofessional. If your label is too large, you may find it challenging to fill the space. At the same time, you need to make sure you have enough space to put all the required information, which can mean two separate labels (front and back) for bottle labels.
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Red and black, black and gold, blue and orange. These colours always go together because they are high-contrast. These are bold contrasting colours that make a statement. But you don’t need to limit yourself to high-contrast choices. You can also go with analogous colours, those that are next
to each other on the colour wheel. When making a new label, it’s crucial to experiment with a few different colour schemes and try to picture how your product will appear on store shelves.
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Ribbons, stars, laurels — these highlight quality, because they invoke the idea of an “award-winning” product, even if you haven’t technically won any prizes… yet. These work especially well with custom-cut brewery labels to highlight the award element against the backdrop of the bottle.
H2:
When it comes to making a standout label, it’s wise to use unique and varied fonts. Using different fonts lets you put the emphasis exactly where you want it. The right font will do more work for your label and brand than any catchy name or slogan. Think about it, would Coca-Cola be nearly as popular if their font was a basic Times New Roman?
The best idea of all? Use custom brewery labels to spruce up the look and appearance of your beer! Ditch the conventional look and craft a specialty label that will stand out on a crowded shelf. It’s your brand, after all — make sure it looks as good as it tastes!
About the author: Jon Bernard is a National Account Manager at Stomp Stickers. Stomp is an e-commerce business that offers high-quality custom labels, stickers, boxes, canopy tents, and more. Jon’s passion is helping his customers brand and market their products through a variety of custom-printed items.
A MECHANIC TURNED BREWER. THERE HAVE BEEN A FEW… BUT HOW MANY HAVE HELPED SET UP THE NORTHERNMOST BREWPUB IN CANADA? THAT’S EXACTLY WHAT FLETCHER STEVENS AND HIS WIFE MIRANDA STEVENS DID BACK IN 2015. LOCATED IN THE SPIRITED TOWN OF YELLOWKNIFE, NORTHWEST TERRITORIES, THE DUO HAVE TAKEN LOCAL BEER FANS ON A JOURNEY IN CRAFT BEER. BUT IN 2023 AND BEYOND THEY’RE LOOKING TO SPREAD THE GOOD WORD OF NWT BREWING COMPANY EVEN FURTHER AFIELD, TOO.
Some moments are a once in a lifetime opportunity. Those times where you try to capture lightning in a bottle, no matter how unlikely or improbable that may be. For tourists around the world, and there are literally millions of them, the hope of catching a glimpse of the Northern Lights is one such fleeting moment.
Unless you visit Yellowknife, that is. Yellowknife is the capital city of Canada’s Northwest Territories, which lies on the north shore of Great Slave Lake. Visitors come from all over the world to experience its incredible attractions. Why? Well, its famed Aurora are visible 240 nights of the year. Yellowknife is also home to NWT Brewing Company.
Nestled between the wonder of the aurora borealis and the rugged nature of the northern frontier, The NWT Brewing Company opened its doors in November of 2015 along with their brewpub The Woodyard Brewhouse & Eatery located under the same roof in the historic Old Town.
NWT Brewing Company’s home of Yellowknife is a city that was officially founded in 1934, when the area today called Old Town was little more than a few cabins and a rough-and-tumble mining camp. It evolved into the seat of the territorial government—a legacy still on display at the Legislative Assembly—before another mining boom arrived in the ‘90s with the discovery of nearby diamond deposits.
The city gets its name from the copper tools historically made and traded by the local Dene. The most common Dene name for Yellowknife is “Somba K’e,” which trans-
lates to “Where the money is.” It’s a fitting title for a town with a gold-mining history. It’s also somewhat fitting that the brewery’s co-founder, Fletcher Stevens, turned to brewing after a career working with tools of a different kind.
Co-founder Fletcher Stevens has lived in Yellowknife most of his entire adult life, building a career as journeyman mechanic until he discovered his love for craft beer. A homebrew kit purchased by his wife Miranda as a Christmas gift soon turned a hobby into an obsession. It wasn’t long before his beer was getting rave reviews from friends and family.
But he needed a little more confidence before diving head first into his next big venture (of course, pending Miranda’s approval). After medaling at several Canada-wide home-brew competitions in 2012, Fletcher was ready to take on a new career path confidently and with the reassurance he needed that his beer would sell.
In January 2014, the duo quit their fulltime jobs to become business owners. With Fletcher as brewmaster and Miranda as general manager, the two make-up the heart of NWT Brewing Company and Woodyard Brewhouse and Eatery. The two paved their way through an untapped industry in the far North that posed many challenges but alas, local beer was eventually flowing in Yellowknife.
And last year following a long pandemic, the team successfully expanded the brewery operations into a new larger brewing facility down the road from the brewpub with the goal of tapping into new markets. And for most of time, you’d
no doubt be able to spot Fletcher as he’s also probably one of the only people you’ll find in Yellowknife working in a t-shirt when it’s -31°C.
“The funny thing is, with our boilers working, and the heat recovery we are doing, it’s anywhere between 25-30°C in here most days. We have all of this free cooling outside, it’s just working out a way to make it work for us!” he laughs.
Fletcher’s brewing story, like many before and after him, started with that famed homebrew kit.
“Miranda bought me that kit and it just kind of like exploded from there. That’s essentially what fueled it,” he recalls. “I was mechanic by day and she thought the cost of beer up here was so expensive, so I should give it a go making it myself.
“And in doing so she unleashed this monster where before you knew it, I started building my own equipment, coming up with different contraptions and looking ways to make everything better and how to be more efficient.”
Before long, he found himself brewing a beer for their wedding - a Witbier. This Belgian style wheat beer is brewed with a colorful mixture of chamomile, coriander, and orange peels that complement its peppery yeast nuances and strong wheat backbone.
“Everyone was telling me we should be doing something more with this as the beer was really good. But I just told myself that ‘they’re drinking for free - anything tastes good at that point!’”.
Needing more affirmation in his abilities, Fletcher would further engage with Canada’s home brewing circuit. But if he was going to do things at all, he was going to do things properly…
“I started entering various competitions but I didn’t trust that any of my homebrew samples would make it to their destinations properly, so I would fly out to places like Winnipeg, Calgary and Vancouver to ensure I delivered them myself,” he smiles.
Fletcher adds: “And while I was visiting these cities and towns I would go on brewery tours, work alongside the brewers and get involved in some training, too. It allowed me to get my foot in the door.”
These excursions would also enable him to lean more about the complex world of awards guidelines, too. His 5.5% Honey Bucket nut brown boasts a dark ruby-brown appearance, but goes down smooth, crisp, and perhaps a bit nutty. A mixture of chocolate and honey malts lend to rich cocoa flavors followed by dry, roasted notes, and enough sweetness that lingers until your next sip.
“I was told the beer was great but not to style. Until I was informed that it falls into the category of ‘Northern English Brown’. At that point I realised that I guess I have to actually do my research and enter beers accordingly!” he says.
But he needn’t have worried. Within the brewery’s year of operation, their crowd-pleasing beer, Kicksled Cream Ale, won a bronze medal at the Canadian Brewing Awards landing the NWT on the Canadian beer map. The Woodyard Bre -
whouse & Eatery has not only become a pillar in the Yellowknife community but was named one of the top 50 bars in Canada in 2018. The irony of that beer picking up accolades was not lost on Fletcher, however.
“Early on, we had three beers. The Wit, Honey Bucket nut brown and an APA. I remember getting into arguments with Miranda because early feedback of the APA was that it was too bitter and maybe I should change the recipe. I said if people don’t like it they can order a different beer as I’m not going to change it!” he laughs.
“Alongside our beers I had curated, perhaps selfishly, a selection of Canadian and American beers that I enjoyed and appreciated. But after only several months we found that people were leaving the guest taps and only drinking our beers, which was a great feeling.”
However, there was the odd beer that consumers still imbibed and one that NWT didn’t have on offer themselves.
He explains: “The Cream Ale on tap always sold well so I thought ‘alright’ I’m going to brew a Cream Ale. I had wanted to launch with a Pilsner but that was always going to be a challenge for the limited capacity our brewery had, but instead found myself brewing a Cream Ale.
“And by the third time I brewed it, it picked up bronze medal at the Canadian Brewing Awards. It was extra validation of what we do but also propelled that beer to become our flagship beer and regrettably, that wasn’t the beer I wanted as our flagship beer!”
Regardless, industry and community validation of these beers was a point for NWT. A tangible sign of progress from early feedback to the effect of “It’s fine that you’re opening a brewpub but the beer better be good!”
“Those type of comments would sometimes cast a little shadow on what we were planning but I’m stubborn and I had faith in what we were going to be doing, and I knew the beer would be good,” says Fletcher. “I had seen enough of the craft beer movement elsewhere in Canada to know it would work here, too. And thankfully we were right. Anyway, I was far too deep in this whole thing to even consider turning back.”
Fletcher and Miranda were vindicated by their faith in NWT, and as time passed demand for their beers grew and grew. Hitting the point where the inevitable need for larger premises would reach their door. But the journey to getting to the point where they could brew on new kit, in a new facility was the polar opposite of straightforward.
When it came to kitting out The Woodyard Brewhouse, NWT had opted for equipment from Portland, Oregon. “We had a whole sleuth of headaches once it landed in the Northwest Territories with the need for Canadian certifications on the equipment and things like that,” he recalls. “There was a lot of red tape for a humble business like ours, so I told myself that next time - we will use Canadian kit.”
Fletcher goes on: “My wife’s family is from Abbotsford, British Columbia, so when it came to investing in our new facility, it probably made sense to go with Newlands Systems (NSI). I hummed and hawed for a good while but also thought that if I ever
needed spare parts, my father-in-law could go visit!
“But after six months we put the deposit down on a semi-automatic system complete with all the bells and whistles. Everything was going well, I’d be speaking nearly daily with our team there for some two months then things went a little quiet.
“I got a call one morning asking ‘Have you seen this?!’. He had seen comments on the website Reddit that NSI had shut its doors. And that was that. Just like that we had lost a very large sum of money.”
The financial failure of DME Brewing Solutions (DME) and Newlands Systems (NSI) would affect countless businesses and banks, and other individuals and companies. It would impact breweries that had opened, or were yet to open, in a multitude of ways. Fletcher and Miranda knew they
had to act fast, despite the hammer blow they had just received.
“Within 24 hours, my inbox was filled up people trying to sell me equipment. That stung. But the facility we had signed a lease on was one of the last properties in Yellowknife in the Old Town area to be located on the water. We couldn’t face losing it.”
News of the brewery’s loss made local news, and the duo opted to take some time away to “let off some steam”. They would then turn to Specific Mechanical in British Columbia to help them get back on their feet.
“I had to compromise on some of the features I had planned for this new brewhouse so that meant saying farewell to the infusion mash. It was hard for the beer geek in me to do that. But at the same time, the phone of my sales colleague at Specific Mechanical
was blowing up all the time. People needed kit and they needed it fast. They gave me peace of mind in the transaction so off we went.”
So, after that major hurdle overcome. NWT would live happily ever after.
Wrong. It was now the turn of COVID-19 to take centre stage in the world of NWT and all those around it.
As the brewhouse commissioning neared, the pandemic struck. There was a ban on unnecessary travel unless you were essential services. “The border was locked down,” he recalls. “So getting anybody to come to commission any equipment was just off the cards. So we pretty much put this all together ourselves. Thankfully I’m a mechanic by trade so that helped. It’s a profession I fell into but one I knew I could always use to support me and my family.”
Brewing on the new setup would eventually commence in August 2022. But, as they say, better late than never. And with it, Fletcher, Miranda and the team are looking to broaden to reach of the brewery’s beers but also do their own bit to put Northwest Territories on the map.
He explains: “We love innovating with the beers we produce. I think we punch above our weight class putting out something like 25 beers a year. But on the brewpub kit every turn of production yields 420 litres, so we brew three times to fill an FV.
“Our new setup allows us to brew more, and to look to markets outside of the local area. We really do want to help put this
place on the map as I believe we are an underrepresented territory in Canada. So that means having our beer in Alberta and BC this summer. We don’t want to be overzealous in our approach, but we are enthusiastic and ambitious in it, too.”
And in doing so, that means spreading the word of the Northwest Territories through core beers such as Ragged Pine Ale, Honey Bucket Brown, the famed Kicksled Cream Ale and also Bug Repellent IPA. The latter’s name being one that continues to raise questions among the inquisitive to this day…
“When I craft a beer or come up with a recipe, I’m always trying to pull on things that makes you feel as if you are coming along for the experience. But when it comes to Bug Repellent IPA, you could argue that one backfired on me!” he smiles. “Like most fans of IPA, we’re always trying to make those around us try those beers, too. I was like that with Miranda but she just wasn’t a fan.
“But eventually she went on a trip, had one she liked and said maybe I should try and make one for her. So away I went, and brewed one. She tried it, loved it and asked who made it. I told her: ‘I made it, this is yours’.”
“She would continue to encourage me to pursue brewing more professionally and told me others would enjoy this beer, too.”
But before then, the much-loved IPA would come with the duo on a camping trip on the Great Slave Lake, the second-largest lake in the Northwest Territories of Cana-
da. “The fishing is amazing up there and it’s a place that is very close to my heart. Also this is what people from here do. We meet someone from the south and bring them up north!,” says Fletcher.
He adds: “So there we were, camping on this marsh. Despite the spray, I think she decided to stop counting the mosquito bites once there were more than 70 as she was losing her mind. But we had this beer with us, a West Coast IPA. And the fact that Citronella candles help repel mosquitoes brought the whole beer story together. I just need to convince people the beer doesn’t taste like bug repellent either!”
But with those plans to bring the experiences and stories of the Northwest Territories to more and more people, Fletcher and Miranda should be prepared to tell that tale a fair few times yet.
“When people realise we go from having three hours of sunlight in winter to 24 hours I the summer, people lose their minds. They go crazy!” Fletcher laughs. “And that reaffirms why I love it here, and why I’ve been here pretty much my entire life.
“I want to let our story be known because, do you know what? It has been a journey, that’s for sure…”
NO-ALC (NA) BEERS, WINES, COCKTAILS, AND SPIRITS ARE MORE THAN BUZZ! GROWTH ACROSS NA SEGMENTS BUBBLED UP AT TWICE THE RATE OF ALCOHOLIC COUNTERPARTS IN 2022, AND 2023 PROMISES INCREASED OPPORTUNITIES FOR BREWERS AND DISTILLERS. HERE, FLAVORSUM SHARE SOME INSIGHTS TO SPARK NO-ALC BEVERAGE INNOVATION.
ielsenIQ reports robust gains across the NA category in the U.S. through August 2022:
with less than 0.05% ABV, we focused survey respondents on beverages with less than 0.5% alcohol by volume (ABV).
Non-alcoholic beer is the largest segment, representing 85.3% of the market and generating $329 million, a gain of +19.5% over the prior year.
Non-alcoholic wine accounted for 13.4% of revenue at $52 million, up +23.2%.
The small but mighty non-alcoholic spirit segment holds 1.3% of the category, generating $5 million and a significant gain of +88.4%.
Nielsen’s perspective excludes the NA cocktail segment that grew +10% last year and could represent $100 million in the U.S. by 2027, according to estimates from Market Research Future. Although the almost one-half billion-dollar market is less than 1% of U.S. alcohol sales, the more than 20% increase in value makes the no-alc space worth considering.
Despite being only about one-tenth the size of the U.S. market, the Canadian NA market is growing at a faster pace, according to IWSR (International Wine & Spirit Research). The research organization estimates NA beverage volume sales in Canada will increase by +35% annually through 2025.
The LCBO (Liquor Control Board of Ontario) began offering NA drinks in 2018 and recently expanded the assortment to 16 beverages, including beer, wine, a spirit, and a mixed drink. Food in Canada reports the LCBO plans to launch five more wines and two more beers in 2023 and says sales of NA beverages grew 20% in 2022.
Sales momentum reflects a growing demand for alternatives to alcohol. According to the 2022 Bacardi Cocktail Trends Report, 58% of global consumers drink more non-alcoholic and low-ABV cocktails than a year ago.
To learn about the quickly evolving market, especially the rapidly expanding NA cocktail and spirit segments, FlavorSum gathered insights from North Americans buying or planning to buy no-alc beverages. Our investigation into who’s buying, how NA fits into their drinking patterns, and the taste experience they expect can fuel innovation in the category.
Although category definitions continue evolving as producers explore alcohol-free
Familiarity with no-alc cocktails is highest among GenZ and Millennials (people between 18 and 40 years old), an audience that represents almost 45% of the North American population. Nearly 90% say they know about NA cocktails, and more than one-third are buying. Adoption rates among purchasers are high, with about two-thirds buying NA cocktails monthly, a frequency comparable to their usage of alcoholic cocktails.
GenZ and Millennials are also more actively engaged with no-alc spirits, but the audience is smaller than the NA cocktail group. About 80% are aware of NA spirits, with two in 10 buying products. The purchase frequency is heavier for NA spirits than mocktails, though, with more than 72% of no-alc spirit purchasers buying monthly.
What about folks over 40? Most GenXers and Boomers know about NA cocktails (80%) and spirits (65%), but only some buy the beverages. Less than 20% have tried a no-alc cocktail, and only 6% have purchased NA spirits. For those who have yet to buy NA options, most said they don’t have a need, are uncertain about the benefits, and are wary about the taste.
Purchasers of no-alc RTD cocktails and Spirits are more likely to be beverage “dabblers” or experimenters. They drink 3 or more types of beverages on average during a 30-day window, opening the door for trial-enticing flavour innovation.
In contrast, those aware of NA options but have yet to buy are likely to stick to 1 or 2 types of beverages. Converting awareness into a first purchase may require brands to offer education, assurance about taste, and flavours that link to familiar cocktails or spirits.
People buying NA beverages and those who express interest say they choose (or would choose) a non-alcoholic option to have a different, livelier, and healthier drink. The absence of alcohol and the potential excitement of the drinking experience creates a versatile appeal for many people.
Roughly half of North Americans like the idea of NA beverages for relaxing and see them as a good fit for the end of the day. NA drinks fit equally well with daytime/ lunch and social settings where people may not want to drink alcohol.
The desire for something different and more exciting than soda or juice are primary drivers leading people to select NA cocktails or spirits. But the sober curious movement and pursuit of healthier beverages contribute to the growth rate, too. Seven in 10 North Americans say they’ve engaged in a period of sobriety in the last year, and about 40% say they’ve either participated in or want to engage in Dry January. Among participants, 80% are re-upping their pledge.
Outside of dry January or sober October, about one-third say they’d drink less if they had more no-alc choices. And more than 20 percent are actively trying to cut back on drinking, with Millennials and Gen Z expressing higher interest than older generations.
The net is that no-alc beverages are becoming part of an acceptable set that includes alcoholic choices. NA cocktails and spirit brands with strategies aligned with lifestyle needs and stories that showcase NA drink versatility as standalone beverages or mixers will capture attention and trial.
Understanding the who, why, and when of no-alc beverages helps establish a business case and market plan for NA cocktail and spirits brands. But when it’s time to start formulating in the no-alc category, having insights about the tastes people want will be a game-changer.
Brewers and distillers have significant upside in meeting taste expectations in the no-alc category. FlavorSum’s exploration into desirable characteristics of NA cocktails revealed the highest level of satisfaction with current drinks is that they are ‘available in familiar flavours.’ And only 33% of North Americans agreed with the statement! For NA spirit drinkers, the strongest satisfaction occurs with the idea that the beverages ‘offer something I can’t make at home,’ an important characteristic that only 45% agree is true.
Most important to no-alc beverage buyers is getting an away-from-home drinking experience at a good value. They’re seeking complex flavours without artificiality and want the health-boosting characteristics of lower sugar and calories. Surprisingly, what’s least important are the attributes that define the alcoholic beverage experience – the aroma and dry, sometimes bitter, burn of alcohol.
Delivering the complex mouthfeel and taste people crave in a no-alc cocktail or spirit
requires formulation expertise. Techniques and ingredient solutions that create desirable mouthfeel are available, such as more intense sweeteners, glycerin, gums, or starches. But finding the right balance often requires partnership with knowledgeable applications experts.
Taste in alcoholic cocktails or spirits include attributes such as aroma, beginning, middle, and linger, and flavours can give brewers and distillers a robust toolkit in the no-alc space. Flavour systems can create layering effects that mirror the notes that intertwine and expand while consuming traditional alcoholic beverages. The result? People wonder what makes your NA cocktail or spirit so delicious, leading them to crave one more sip.
People are currently skeptical that NA cocktails or spirits could deliver some of their most desired functional benefits, like support for their immune system or brain. Conversely, they believe all their nutritional desires, including sugar-free, carb-free, or organic are possible for brands to offer. Desirable supports beyond nutrition or baseline health include relaxation, an inherent alcohol attribute that people want in NA alternatives, and energy, a high-demand benefit across foods and beverages.
Breaking the question of functionality by type of no-alc beverage reveals a stronger fit between no-alc cocktails as a source of mood enhancement or energy. Most attributes that fit with NA cocktails also align with spirits, although more people responded positively to the idea of gluten-free in spirits than in cocktails.
North Americans expressed interest in various non-alcoholic versions of popular
RTD cocktails. The most often mentioned cocktails people want in NA form include margaritas, pina coladas, daiquiris, mojitos, and Long Island iced teas. Flavours provide an innovation pathway for adding new combinations to recognizable cocktail formats, like a Caramel Apple Old Fashioned or a Cucumber Gin Martini.
On an unaided basis, desirable flavour profiles outside the classic cocktail tastes include sweeter, fruit-forward tastes like strawberry, pineapple, lemonade, mango, and lime. For dual taste experiences, more men than women (20% vs. 9%) found the idea of a spicy NA cocktail appealing. And younger generations are more likely to respond to sour flavour profiles (28%) than GenX (16%) or Boomers (7%).
For NA Spirits, whiskey emerges as the most often unaided wish, but when given a list of choices, popular clear spirits like vodka, rum, and tequila round out the top favorites. Canadians are more interested in NA gin than Americans. Flavours are essential supports when creating non-alcoholic spirits since they can bring in the slight saltiness of vodka or the toasted sweet notes of rum. Botanicals rounded with olive juice or brine can replicate gin.
Expectations for flavoured NA spirits mirror experiences with alcoholic counterparts. Almost 50% would like a sweet profile in a clear vodka, rum, or tequila no-alc style, with 30% calling out savory options. More Americans gravitate toward sweet flavours than Canadians (48% vs. 42%). Within fruit families, most people agree that berry, citrus, tropical fruit, and melon profiles are a good fit with no-alc spirits. Melon flavours, like watermelon, cantaloupe, or honeydew, have stronger appeal in the U.S. than in Canada (51% vs. 37%.)
NA gin aligns more strongly with botanical flavours than other clear no-alc spirits, while NA whiskey and rum pair best with spicier and indulgent flavour families. Non-alcoholic rum flavoured with tropical fruits or citrus also makes sense. Spicier NA spirits appeal to more men than women (29% vs. 13%), and men are also more likely to respond favorably to unflavoured NA spirits (29% vs. 17% for women).
Next on the horizon? Functional benefits that transform NA cocktails or spirits into purposeful beverages.
Use the URL address below to download FlavorSum’s e-book that explores the NA cocktail and spirits market!
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Now’s the time for brewers and distillers to explore no-alc options.
The historical social stigma sometimes associated with avoiding alcohol is retreating.
The category structure that included the somewhat uncomfortable nomenclature of ‘mocktails,’‘virgin drinks,’ and too few NA beer options is changing, thanks to efforts from brands to deliver more complex and tasty drinks.
People are ready for innovators as interest and expectations about NA taste and quality continue to rise.
While more brands are entering the NA cocktail and spirits spaces, only some are scoring resounding wins in North America.
Online reviews of brands currently available often highlight the absence of mouthfeel and layered flavour profiles that people want from the no-alc drinking experience.
Connecting with the people who want no-alc drinks means positioning your brand as:
Sophisticated, moving beyond the 1940’s Shirley Temple or Roy Rogers
Flavourful, with combinations that link the familiar with more novel tastes or tap into the unique notes carried by different alcohol bases
Fun, with packaging and flavours that help non-drinkers fit in with social settings
Within the NA beer segment, offering noalc beer on tap levels the field for people who want to blend with the crowd.
For cocktails, adding unique tastes and ingredient combinations to familiar formats enables non-drinkers to become trend-setters.
Aligned with the rituals of alcoholic beverage consumption - relaxation and socializing
