FFWD Weekly
Copyright © 1997. All Rights Reserved.
microbrewery flexibility
By Maureen McNamee and Richard CairneyBig isn't always better - and microbreweries prove it. Not only do they enhance the market for beer lovers by producing unique craft beers, they can also provide businesses and organizations with their own special labels to distribute to clients, employees and at special functions. And, best of all, everybody benefits.
In an unusual partnership, Banff Brewery recently teamed up with a local Internet service provider to produce Daemon Lager, a special label for the brewery's Storm Lager brand.
Herb Peyerl of Canada Connect Corporation and NetBSD explains that the company wanted to increase exposure for the NetBSD system, which is being developed by hundreds of volunteers as a free operating system for people around the world. "We just wanted to give a certain amount of thanks to NetBSD... and raise the profile of it locally," Peyerl explains.
When Banff Brewery of Calgary approached Canada Connect for help developing an Internet presence, it created the perfect opportunity to exchange services.
Alan Barrie, president of Banff Brewery, says it has done about 10 private labels so far. "It's just a nice value-added thing that the company can bring to its clients," he says. "They think it's great."
The brewery also benefits because its name is on the label. "We get our name out there to some key customers," he explains, adding that the idea is catching on. "It's really a win-win for all concerned."
Acquiring a special label is not as difficult as might be expected. At Banff Brewery, all a company or organization has to do is select a brand from the brewery and purchase a minimum of 10 dozen, then design a label. The brewery puts the label on at the end of a bottle run for that brand of beer. "And then out the door it goes," Barrie explains.
Hugh Hancock of the Bow Valley Brewing Company says the craft brewery produces label beers for the Delta Bow Valley and the Rim Rock Hotel in Banff. Clients at the Rim Rock had been accustomed to fine wines, but tourists looking for a local brew now enjoy Bow Valley beer during their stay.
"The result of our private label is that they have increased their beer sales," Hancock says.
"The private label becomes a house brand and people like that. It turns into a brochure for the hotel and for us. It's a nice little promotional piece which occurs when a bottle of beer goes back to Tokyo in a guy's suitcase."
In Edmonton, Alley Kat Brewing Company exclusively markets a beer called Brew-X to the Lendrum Liquor Mart. The label pokes fun at the Bre-X fiasco, featuring a cartoon character jumping for joy in the foreground while a body falls from a helicopter in the background.
Going beyond the label, Alley Kat has also been asked to brew an oatmeal stout for a group of beer connoisseurs who regularly meet at the Chateau Louis. That brew will be available at the Chateau Louis only.
"You have to be very small and very quick and very agile to do something like this," says Richard Cholon, one of Alley Kat's owners. "And it gives our customers something that is very unique."
On a larger scale, Big Rock Brewery in Calgary has offered private labels for several years, but it recently took the concept to a new level to raise funds for community projects. "Because we do our brews in smaller quantities, it allows us the flexibility to do that," says Tracy Langdon.
The brewery's first such initiative, Expo Ale, resulted from its desire to support the Expo 2005 bid - a portion of the sales was donated to the Expo 2005 committee. "It was an extra vehicle to get the word out," Langdon explains. "We thought it would be a great way to help with the exposure for 2005 and for our label. "
Expo Ale, the brewery's pale ale, offered a change of pace from the usual keychains and baseball hats, resulting in widespread media attention including an article in a Japan newspaper. "From a PR standpoint, the press coverage we got on it was great and the press coverage Expo got on it was wonderful."
The bid failed, but the concept was a success and in June, Big Rock and Ducks Unlimited Canada launched Canvasback Ale, a special label in support of wetland habitat conservation.
"We're really excited about this one," says Langdon, noting that the product will be available throughout Canada. "There's such competition to get information out... working with a beer company really does give them an extra vehicle."
Both parties agree that the initiative is a "perfect fit."
Wayne Doherty, DU licensing manager, says Big Rock president Ed McNally is a life sponsor of Ducks Unlimited and is committed to wetland conservation. In addition, marshes are natural filtration system, improving water quality and, as a result, beer quality.
Big Rock can expect strong support in return - DU, with 135,000 members and supporter, is well known in Canada. The organization has its own line of products and holds over 800 fund-raising events each year, many of which will be serving Canvasback Ale.
He expects the beer will be one of the organizations major fund-raisers. "We know that it's going to be a very, very solid partnership. It's been a good one for us and will continue to be.
"Our people really like beer, too," he adds.
And as the craft breweries and their clients sing the praises of private labels, those of us who get to drink it aren't complaining either.
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