One of the things that I got a real sense of while co-writing the Ontario Craft Beer Guide and something that has really stuck out as we begin our research on a possible other one, is the narrative. The story each brewery has behind them.
The fascinating thing is that narratives in this more beer-focused sense are similar to a Renoir painting. If you step back enough you can see a beer narrative on the provincial, national, and even international scale. An LCBO online store that delivers via Canada Post, Canadians cleaning up in American brewing awards, the interesting goings of the biggest beer takeover, or even the growing demand for craft beer in China and South Korea. But you can also get right up close and see smaller but no less important narratives going on. A homebrewer’s path to going professional or a brewery’s journey in navigating the consumer landscape or growing as a company. It’s those stories that writers like me live for. It can be incredibly rewarding and educational just to track how far a brewery has come over the years and what experiences get carried by brewers who shift from job to job.
Here’s an example.
Flying Monkeys Brewery in Barrie. Founded eleven years ago and originally named after the city’s first mayor, Robert Simpson Brewery had a fairly standard lineup of beers in its portfolio, which included Robert Simpson Pale Ale, Sugarbush Lager, Confederation Amber Ale and Antigravity Light Ale. Four years later the brewery underwent a rebranding because, as founder and head brewer Peter Chiodo said, “Being named for a dead white guy just isn’t very exciting”. The newly branded Flying Monkeys Brewery launched with a new beer along with their name, the Hoptical Illusion Almost Pale Ale, and soon after put a focus on esoteric and strong-flavoured beers with some of the craziest-looking art around. So crazy, in fact, that in 2011 the brewery saw themselves the topic of a province-wide discussion on the stronghold the LCBO has on many breweries when an application to stock the brewery’s latest beer, Smashbomb Atomic IPA, was declined because the depiction of an explosion on the label went against the government-run institution’s social responsibility policy.
Over the years Flying Monkeys had been favouring brewing beers both extreme in flavour and high in alcohol content. Starting in 2011 with Alpha Fornication, “the world’s hoppiest beer” at 2,500 International Bittering Units, the brewery went on to make beers like Matador IIPA, Chocolate Manifesto, and the City & Colour Imperial Maple Wheat. Interesting concepts that were proudly over the top and, perplexingly, sold in large 750ml bottles despite the fact that for the most part the flavours were so extreme you couldn’t finish a pint of some of them. To add to their publicity for esoteric beers, they also regularly collaborated with musicians, notably Dallas Green and the Barenaked Ladies.
Lately though, Flying Monkeys has been paying close attention to where people’s tastes are going and have started putting more of a focus on a few of their “simple done well” beers. Mythology, for instance. is a Czech Pilsner with a wonderful blend of biscuity malts and the floral, citrus character of Saaz hops. It’s incredibly well-made and has just recently won gold in the Canadian Brewing Awards. The brewery has also, finally, switched to cans, realizing that folks are more prone to buying one or two tallboys than they are for a six pack or giant bottle.
From basic entry-level beers, to outrageous and extreme flavour bombs, to award-winning pilsners in cans. That’s a hell of a brewery narrative, and it’s not even close to being finished.
Eric Portelance and Callum Hay are self-taught homebrewers with no formal training. For over four years they had been reading every book they could find, scouring every wiki and forum they could, to learn how to brew and brew well. They were also active members in Toronto’s large homebrewing community. When they eventually decided to start a brewery, one of the elements they had always insisted on being part of their identity was to have every single recipe for their beer available on their web site so other brewers can replicate or even expand on it. While several breweries have done this, the standard designation of it was putting out a “clone recipe”. Portelance, a former digital product designer, and Hay, a former software engineer, coined the term “Open-source beer” as a kind of tribute to their past lives. Terms aside, it was important for them to give back to the homebrewing community that helped them so much by putting their recipes out there for free.
After going through the usual tumbles of opening a brewery in Toronto (licensing, installation of equipment, testing the recipes etc.) Halo Brewery officially opened in the spring of this year. Located across the street from Ubisoft Toronto (people in motion capture bodysuits can frequently be seen around the area), the brewery experienced what is almost now common in the Toronto beer scene…a tremendous wave of support and near-constant packed house, with a very quick sell-out of many of the beers available that no one would ever have anticipated. Their beers include such delightfully nerdy names as Ion Cannon Strawberry & Kiwi Gose, Magic Missile Dry-Hopped Pale Ale, and Tokyo Rose Saison with Rosehips.
Despite their initial success Portelance and Hay have brought their experience of homebrewing with them, which means they are always refining their recipes and their process to get it to their own constantly raising standard. It also means that they’re learning a lot of the little differences between a homebrewing setup and a full-on brewery, which is something that can only be learned by starting your own brewery. Luckily for the duo, they anticipated all of this so they’re rolling with the good and the bad.
Callum Hay and Eric Portelance’s individual stories are long, but Halo Brewery’s has just started. That’s exciting.
Now it should be said that not all of the narratives in the beer scene are happy ones. While we’re seeing more and more breweries open up lately there are still a bunch that are closing down, and I don’t feel the latter gets as much attention as it should. A lot of breweries, most contract (folks who hire a brewery to brew their beer for them), some not, get into brewing thinking that it’s a giant cash cow and that the money will just come rolling in. Others end up just not progressing as much as they’d like to and the dream becomes unfeasible. Just today brewer Victor North announced that his brewery, Garden Brewers, was winding down operations. In his own words, he says: “We began to really focus on growing into a bricks-and-mortar company, but we also began to really lose money. I genuinely thought that we would beat the clock -and the odds- but we now find ourselves in a position where we are unable to continue”. It’s moments like that which remind you that, regardless of the reason, it is still possible to fail in this business. However, not wanting to be a downer, I should point out that while that’s the end of Garden Brewers’ narrative for the time being it is by no means the end of Victor North’s. The dude is a bright talent and he’ll continue to do awesome things within the industry. He’s by no means down for the count and I couldn’t be happier about that.
These are just a few examples of the thousands of narratives that are currently going on right now as you’re reading this. From a beer industry viewpoint they’re great to hear and provide insight into the ethos of a particular brewer or brewery. For a customer, it does the same, only I kind of feel those stories don’t get told as often as they should, what with all the commercials about the fresh ingredients and so on. But even then, all it takes to learn the story of a brewer is to simply walk up to them at an event and ask.
Chances are, they’d like to tell it to you.
One Comment Add yours
Great. That looks fantastic.