FEBRUARY 2020
NITRO BROS
Alley Kat Brewing Edmonton’s First Craft Brewery Celebrates 25 years of Industry Excellence Under New Ownership S.Y.C Brewing Co Making Great Beer for Great People
in the spotlight Jody Euloth, Founder and CEO if The Mesh Media Network Endeavour Brewing Company St. Albert craft brewers invite you to experience the local craft beer revolution
Cold Brew that is out of this World
A SPOTLIGHT ON BUSINESS MEDIA Publication
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FEBRUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
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MANAGING DIRECTOR Rod Gregg
CONTRIBUTING WRITERS Lee Ann Atwater
COMMUNICATIONS & ADMIN LEAD Calli Gregg
Janice Buckler Jenna Conter Jody Euloth Shannon Ferguson Calli Gregg Ceiledh Monk Dan Monk Christi Rideout
EDITORIAL DIRECTOR Lee Ann Atwater
PUBLISHER Spotlight on Business Media GRAPHIC DESIGN LEADS Matt Allen Matthew Erickson Aaron Jeffrey
RESEARCH TEAM LEADS Ashley Tanner
WEBSITE DESIGN LEAD Sean Bridge
spotlight on february
We also chat with husband and wife teamMatt and Georgia Atkins, owners and operators of Endeavour Brewing Company in St. Albert, Alberta, who “fell in love” with the idea of creating a community-oriented craft brewery after visiting a craft brewery in Houston, Texas. The couple explain how they connected with the comfortable and inviting environment that the Southern brewery provided, and how they wanted to bring that experience back to Alberta. In this issue, Richard Fyk talks about the challenges and rewards of opening a brewery in Edmonton, Alberta, and the support that they received from the craft brewing industry and beer enthusiasts alike. We also talked about the brand that Richard and his partners, Andrea and Parker Pysyk, are looking to create with S.Y.C. Brewing Company as they celebrate their first of many years in business. We also start a new segment, “in the spotlight,” this will spotlight business leaders to get a better understanding of the people behind successful brands all across North America. In this month’s issue we put the spotlight on Jody Euloth, Founder and CEO of The Mesh Media Network. We want to also thank all those involved in putting this issue together and we look forward to sharing more stories about successful businesses and the people behind making it all happen. Lee Ann Atwater , Editor
The North American craft brewing industry is showing no signs of slowing down any time soon as beer enthusiasts move from the cookie cutter one beer for everyone mega brewers to local and flavourful independent craft brewers. This movement sees customers moving from the bar scene to social houses and taprooms in search of the perfect pint to share with their friends and family. In this month’s issue of Spotlight on Business we put the light on a different kind of brewing happening in Alberta as we found out when we sat down with Kyle Shaughnessy and David Piotto, co-founders and owners of Nitro Bros Cold Brew for a little coffee talk about the brand, their ability to stand out in the segment and how they keep their entrepreneurial wheels turning. Our editorial team also had the privilege of talking with Neil Herbst, aka the Hop Father, about the industry and Alley Kat Brewing Company, which he and his wife Lavonne Herbst, aka the Hop Mother, owned and operated in Edmonton, Alberta until earlier this month when the brewery was sold. Neil and Lavonne are recognized as true pioneers in the craft brewing industry and share with us their experiences in building a brand of flavourful, high quality beers using local ingredients and the importance of keeping relevant in an ever changing and growing Albert Craft Brewing Industry.
P.O. Box 35007, Halifax, Nova Scotia, Canada B3M 0G3 P: 902 593 0533 E: info@spotlightbizmag.com spotlightonbusinessmagazine.com
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FEBRUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
COLD BREW THAT IS OUT OF THIS WORLD NITRO BROS COLD BREW Spotlight on Business sat down with Kyle Shaughnessy and David Piotto, co-founder and owners of Nitro Bros Cold Brew for a little coffee talk to learn where the idea came from and how their cold- brew coffee infused with nitrogen creates a stout-like effect to coffee
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while offering a smooth, creamy texture along with a bold and rich taste with all the caffeine you want to stay energized without added milk or sugar like with traditional coffee to off-site the bitterness making the cold-brew segment all the rage and what Kyle and David are doing to get their Nitro Bros Cold Brew brand to stand to out in the segment and keep the entrepreneurial wheels turning.
EDMONTON’S FIRST CRAFT BREWERY CELEBRATES 25 YEARS OF INDUSTRY EXCELLENCE UNDER NEW OWNERSHIP ALLEY KAT BREWING Recognized as pioneers in the craft brewing industry, Neil Herbst and his wife Lavonne Herbst, aka the Hop Father and Hop Mother, and now former owners of Alley Kat Brewing Company in Edmonton, Alberta. Spotlight magazine recently had the privilege of talking toNeil Herbst about their experiences in building a brand of flavour- ful, high quality beers using local ingredients. Neil explains the importance of keeping relevant in an ever changing and growing Albert Craft Brewing Industry and about his role now that the brewery is under new ownership.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2020
february 03 SPOTLIGHT ON FEBRUARY 08 UPCOMING EVENTS – MARCH 2020 12 IN THE SPOTLIGHT Jody Euloth, Founder and CEO, The Mesh Media Network 14 SPOTLIGHT ON INDUSTRY 22 COLD LAKE BREWING & DISTILLING COMPANY Expanding after Three Short Years in Business 40 CONTRACTOR’S CORNER DIY or NOT 44 SPOTLIGHT ON BUSINESS ENDEAVOUR BREWING COMPANY ST. ALBERT CRAFT BREWERS INVITE YOU TO EXPERIENCE THE LOCAL CRAFT BEER REVOLUTION
46 WHAT’S NEW WITH FANSAVES Why Complimenting Traditional Advertising with Digital Tools is Key 54 PRINCE EDDY’S BREWING COMPANY Mahalo in the 60 SPOTLIGHT ON INNOVATION 68 BUSINESS SUCCESSION PLAN What does thenext decadehave in story for the family business? 70 SPOTLIGHT ON HEALTH & WELLNESS 72 HOLISTIC HEALTH Nutrients A to Z - Vitamin B9 (Folate or Folic Acid) 74 EXPANDING YOUR KNOWLEDGE Leaving English behind one step at a time
As the craft brewery market expands in Alberta, there is a growing trend for consumers to want to experience new flavours and “drink local.” Both born and raised in Alberta, husband and wife team Matt and Georgia Atkins “fell in love” with the idea of creating a community-oriented craft brewery in St. Albert, where they have lived for the last eleven years, after visiting a craft brewery in Houston, Texas. The couple connected with
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S.Y.C BREWING CO MAKING GREAT BEER FOR GREAT PEOPLE the comfortable and inviting environment that the Southern brewery provided, a space where people could connect through their collective appreciation of diverse beers. The owner of the craft brewery in Houston shared with them his story of how he carved out a market for a different type of beer drinking experi- ence in Houston, despite having to compete against the mega beer brewers in the U.S. beer market. Now we have the pleasure of sharing their story with you. Spotlight on Business sat down with Richard Fyk in Edmonton, Alberta to talk about the challenges and rewards of opening a brewery in Alberta, and the support that they received from the craft brewing industry and beer enthusiasts alike. We also talked about the brand that Richard and his partners, Andrea and Parker Pysyk, are looking to create with S.Y.C. Brewing Company as they get ready to celebrate their first of many years in business this January.
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B y putting a spotlight on your business, organi- zation or community with effective and interactive media and advertising we will help you capture the interest of business leaders and potential clients, giving you an oppor- tunity to promote your brand and grow market share through mobile, online, print, video and social media support, helping your business connect and stay engaged with your customers.
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2020
january
2019
Taking a look back at our top stories from last year
BEST OF
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DECEMBER 2019 • SPOTLIGHTON BUSINESSMAGAZINE
In January we looked back on the amazing entrepreneurs, businesses and brands that we had the opportunity
and business leaders of today and tomorrow, while giving them the platform and the opportunity to do the same with their customers through the Spotlight on Business Magazine platform.
to work with in 2019. We are excited about what 2020 has to offer and for the opportunity to connect, engage and inspire entrepreneurs
top readers picks sharing the january issue were
Black Button Distilling Raging Crow Distilling Trim Design Interiors Annapolis Cider Company Mago Hot Sauce Jym Line Glassware Ltd
StillDragon Black River Valley Natural Large LAD Clothing 416 Automation Inc Alberta Beer Festivals Inc. Gateway Classic Cars
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FEBRUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
march 2020
SOCIAL MEDIA MARKET- ING WORLD CONFER- ENCE March 1st – 3rd, 2020 Fairmont The Queen ElizaSan Diego Convention Center – San Diego, CA, UA Join thousands of fellow marketers and influencers at the mega-con- ference designed to empower you with business-building ideas. Then imagine gaining actionable tips from more than 100 of the world’s top pros who special- ize in marketing with Facebook, Instagram, YouTube, Messenger, LinkedIn, Pinterest, Twitter, along with social strategy, social adver- tising, content marketing, video marketing, analytics, and customer advocacy. For more information on this event go to https://www.socialmediaex- aminer.com/smmworld/ TPM CONFERENCE March 1st – 4th, 2020 Long Beach Convention & Entertainment Center – Long Beach, CA, UA Now in its 20th year, The TPM is the must-attend conference for the trans-Pacific and global container shipping and logistics community offering intimate round-table gath- erings and seminars. For more information on this event go to https://www.joc-tpm.com/
AFFI-CON 2020 - AMERICAN FROZEN FOOD INSTITUTE February 29th – March 3rd, 2020 The Cosmopolitan of Las Vegas – Las Vegas, NV, USA AFFI-CON is the premier event for frozen food and beverage makers, industry suppliers and logisti- cal partners. It brings together over 600 companies and 1,500+ attendees in a single location, allowing them to meet one-on- one to discuss current and future opportunities. While education sessions and networking events are woven into the week, this event is about actually doing business. The average attendee will have 20+ private business meetings that will lay the foundation for their entire year. If frozen foods are your business, AFFI-CON is a can’t miss event! For more information on this event go to https://affi.org/affi-con/
RC SHOW 2020 March 1st – 3rd, 2020 Enercare Centre – Toronto, ON, Canada Discover and sample innovative products and services encom- passing all your operational needs across a 250,000 square foot Show floor. RC Show offers three days of non-stop business-building action including a dynamic trade Show floor with seven stages hosting over 150 speakers, six competi- tions plus three leadership confer- ences and four networking events. For more information on this event go to https://www.rcshow.com/
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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2020
PDAC TRADE SHOW AND CONVENTION March 1st – 4th, 2020 Metro Toronto Conven- tion Centre – Toronto, ON, Canada This PDAC is the World’s Premier Mineral Exploration & Mining Con- vention is the leading convention for people, companies and orga- nizations in, or connected with, mineral exploration. In addition to meeting over 1,100 exhibitors, 2,500 investors and 25,800 attend- ees from 132 countries, you can also attend technical sessions, short courses and networking events. For more information on this event go to https://www.pdac.ca/con- vention AMERICAN FOOD INNOVATE SUMMIT 2020 March 2nd – 3rd, 2020 The Westin Chicago River North – Chicago, IL, USA The American Food Innovate Summit agenda is packed with industry experience in launching new products to the market. 30+ senior innovators, develop- ers, food scientists, marketers and researchers will provide ground-breaking case studies that will help you to improve your product launch success rate. For more information on this event go to https://www.americanfood- innovate.com/
LONDON FARM SHOW March 4th – 6th, 2020 Agriplex and BMO Centre – London, ON, Canada The London Farm Show began as a one-day event and has grown to be the largest indoor Farm Show in Eastern Canada. The show con- tinues to provide premium exhibi- tors and big brand equipment and has changed and evolved over the years with an ever evolving and innovative industry. The show celebrates its 82nd anniversary this year and continues to provide the latest in agricul- tural technology and innovation, showcased over three days, with 370+ exhibitors representing all facets of the agricultural industry. The London Farm Show brings trending topics to improve agricul- tural operations, with daily, infor- mative speakers. For more information on this event go to https://www.westernfairdis- trict.com/london-farm-show/
CONSTRUCTION EXPO March 6th – 7th, 2020 Cloverdale Rodeo & Exhibi- tion Association - Surrey, BC, Canada This Construction Expo annual event is the hub of latest technol- ogy, innovation in products, new trends and latest applications in the construction industry. This event welcomes all the architects, designers, developers, tradesman, builders, contractors, property managers and the renowned members of the construction industry associations of British Columbia For more information on this event go to https://theconstructionexpo. com/
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FEBRUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
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FEBRUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
IN THE SPOTLIGHT Jody Euloth by Christi Rideout
Spotlight on Business Magazine had the oppor- tunity to sit down with Jody Euloth, Founder and CEO of The Mesh Media Network to learn a little more about the person behind this amazing brand. Some of you may know Jody as a sales trainer and coach or have worked with her as a sponsor- ship and marketing activator, or maybe you have had the opportunity to listen to her as a keynote speaker. However, if you have had the opportunity to meet Jody one thing that you soon realize is how authen- tic and genuine a person she is and that she is as much a teammate as she is coach or motivator.
joking will say, “I wanted to be everything, and that, I think, is the power of curiosity. I wanted to be a lawyer; I wanted to be a sports broadcaster; I wanted to be a physiotherapist – and that’s really been my journey, dreaming big.” Jody will also tell you that having grown up in the small community Hilden, Nova Scotia and having the opportunity of a great education has played an important role in her life. Jody graduated from CEC [Cobequid Education Centre], she then went on to Dalhousie University in Halifax, Nova Scotia where she graduated with a BA, and from there she attended Lakehead University in Thunder Bay, Ontario to do her Bachelor of Education. Jody taught for a couple of years before she realized that teaching grade eight students was not a good fit for her straight out of university. So,
Jody will be the first to tell you that she grew up not really knowing what she wanted to be and
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Jody went back to university. This time is was to St. Mary’s in Halifax, where she would focus her studies toward her MBA – and to play another year of basketball. Jody will be the first to tell you that her career has benefited from both her educational path and from playing AUS Basketball.
many companies in Atlantic Canada doing part- nerships and sponsorships marketing, and that it would be a great combination of everything she had done education wise and throughout her career path and as simple as that, The Mesh Media Network came to life and the road to building a successful marketing, sponsorship and sales agency had begun. Jody has since teamed up with the likes of Nike, DOVE, Bell Media, University of Toronto, Steele Jaguar, Land Rover Halifax, Porsche of Halifax and been part of amazing events like Atlantic Fashion Week, which is a platform that helps unite the Atlantic fashion industry and encourage the rest of the nation to recognize what those in the industry in Atlantic Canada have to offer the fashion world. Jody also plays an important role in getting the word out about other amazing events like the upcoming Atlantic GOLFExpo happening at the Cunard Centre, February 21st and 22nd and Smart Energy Event (SE2020) which takes place April 7th and 8th at the Marriott Harbourfront in Halifax. Connecting with people has always been a passion of Jody’s and one of her many strengths. It’s helped her throughout her education, when playing sports and now her career. Jody thrives when meshing minds with people and building relationships. She also values having the oppor- tunity to help her clients by providing them with
So, how did this single mom of two, with a long list of personal and professional accomplish- ments, come up with the idea for The Mesh Media Network. Well, she was looking to combine her passions of media and marketing along with her skills of teaching and selling.
Jody has been in corporate sales for the majority of her career, selling everything you could possibly imagine. She has worked for HSBC Bank, Canon Canada and Carnival Cruise Lines, some of the best companies in the world so, it goes without saying that she has a very strong sales back- ground.
strategies to be more success- ful in business and to get the most out of events and spon- sorships. Jody is empowered by the trust that her clients put in her to make the right deci- sions to take their project to the next level of success. So, if you are looking for someone to team up with to develop your business and connect your brand with cus- tomers through unique expe-
Jody also worked for a media company in print and pub-
lishing for a few years. She really enjoyed media and the creativity that comes through experiential marketing. Jody soon realized there really wasn’t
riences through partnerships or sponsorships then contact Jody Euloth at The Mesh Media Network.
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AMAZON FIRE TV HITS MAJOR MILESTONE Amazon.com Inc announced in early January that its streaming device, Fire TV, has surpassed 40 million active users globally, up from 37 million users the device recorded in September of 2019 maintaining its lead over rival Roku Inc, which had reported 32.3 million active accounts as of November of 2019. Streaming devices such as Apple TV, Chromecast and Fire TV that bundle together content from dif- ferent streaming platforms have gained popularity as more people shift away from cable TV. In 2014 Amazon launched its Fire TV stick, which features content from Netflix and Hulu among others and casts video directly to television, which is a ever growing trend for TV viewers. TACO BELL OFFER MORE THAN TACOS FOR TALENT Looking for a six-figure salary, well maybe it is time you look at Taco Bell as amid an increasingly tough U.S. labour market, the company is betting on higher salaries to attract workers and keep them on the team. The Yum! Brands Inc.-owned chain will test the higher salary in select restaurants in the U.S. Midwest and Northeast and will also try a new role for employees who want leadership experience but don’t want to be in the management position. Current salaries for general managers at compa- ny-owned Taco Bell stores are between US$50,000 and US$80,000, according to the company.
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SPOTLIGHT ON BUSINESS MAGAZINE • JANUARY 2020
GM INVESTINGBIGTIME TOPRODUCEALL-ELEC- TRIC TRUCKS AND AUTONOMOUS VEHICLES General Motors announced it will invest $3 billion for production of “a variety” of all-electric trucks and SUVs, as well as the automaker’s recently unveiled Cruise Origin autonomous vehicle. The investment will include $2.2 billion at GM’s Detroit-Hamtramck plant in Michigan, which will be the company’s first plant completely devoted to all-electric vehicles, and $800 million in supplier tooling and “other projects related” to the vehicles at several facilities, the automaker said. The all-electric truck production is expected to include a Hummer pickup under the GMC brand. Production of GM’s first all-electric pickup is expected to begin in late 2021, according to the company. Production of the Cruise Origin, which GM and its Cruise autonomous vehicle unit will follow “soon” after.
RESTAURANTS RECRUITING SENIOR CITIZENS TO REPLACE TEENAGE WORKERS As the U.S. labour market becomes tougher restaurants are now recruiting in senior centres and churches to replace teenage workers. They’re placing want ads on the website of AARP, an advocacy group for Americans over 50. According to recruiters older workers have soft skills needed in the fast food business such as a friendly demeanor and punctuality that their younger co-workers sometimes lack. The main reasons behind this growing trend are a labour shortage amid the tightest job market in almost five decades, and the propensity for lon- ger-living Americans to keep working if only part- time to supplement their retirement income. Between 2014 and 2024, the number of working Americans aged 65 to 74 is expected to grow 4.5 per cent, while those aged 16 to 24 is expected to shrink 1.4 per cent, according to the U.S. Bureau of Labor Statistics, which is a growing concern for the fast food and retail industries.
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JANUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
Alley Kat Brewing Edmonton’s First Craft Brewery Celebrates 25 years of Industry Excellence Under New Ownership
Recognized as pioneers in the craft brewing industry, Neil Herbst and his wife Lavonne Herbst, aka the Hop Father and Hop Mother, and now former owners of Alley Kat Brewing Company in Edmonton, Alberta. Spotlight magazine recently had the privilege of talking to Neil Herbst about their expe- riences in building a brand of flavourful, high quality beers using local ingredients. Neil explains the importance of keeping relevant in an ever changing and growing Albert Craft Brewing Industry and about his role now that the brewery is under new owner- ship.
by Christi Rideout
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Alley Kat was a pipe dream of three beer aficio- nados and home brewers who wanted to pursue their passion for craft beer. Neil and one of the other visionaries turned their dream into reality and opened for business in 1994. In 1995, Neil’s wife bought out the other owner and Alley Kat became a family run operation. Up until a couple years ago, both Neil and Lavonne worked full time at the brewery. Lavonne has since stepped down from the full-time operation but continues to be heavily involved behind the scenes. When asked how Alley Kat was named, Herbst laughed and shared, “I wish there was a better story, but it can be summed up in too much beer late at night and too many cats in the back alley.” Over the 25 years that Alley Kat has been in the craft beer business, there has been significant change in the industry. When Alley Kat first started brewing “People were generally puzzled by the idea of local and couldn’t get their heads around embracing a different kind of beer drinking expe- rience. However, since then, there has been a 180-
degree flip and the industry is now hyper local.” Craft beer drinkers today are very interested in knowing where the beer is made and by whom. “People were generally puzzled by the idea of local and couldn’t get their heads around embracing a different kind of beer drinking experi- ence.” Herbst says that the company’s success and lon- gevity in the market is attributed to “The pursuit of quality and consistency as well as being innovative and doing a good job of pushing the envelope over the years.” Beer drinkers’ palates are always changing but being able to evolve is what keeps brands relevant.
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“The pursuit of quality and consistency as well as being innovative and doing a good job of pushing the envelope over the years.” Alley Kat has had many firsts in the industry. Not only were they the first craft brewery in Edmonton, but the first brewery to brew several styles of beer including fruit beers, saisons, and other cut- ting-edge flavours.
Festival Society and sponsoring the Multiple Scle- rosis Society. As a leader in the industry, other breweries have learned a lot from Neil and Lavonne, who have collaborated with and educated new businesses entering the market. Teaching has always been a hobby for Neil, who taught classes early on when he was home brewing. Herbst was also instrumen- tal in founding the Alberta Small Brewers Asso- ciation, a not-for-profit organization, incorporated in 2013, that is committed to promoting indepen- dent Alberta-made beer. After 13 years, he has just stepped down as chair of the organization.
Alley Kat was also the first brewery in Alberta to have a lab. Herbst explains, “Our quality control and attention to detail is second to none. We are very scientific about everything we do and want to ensure that we are creating a high-quality product that we are proud to serve.” In addition, beer stores didn’t used to have refrigeration, so it was imperative that beers were stable. “Our quality control and attention to detail is second to none.”
Over the years, competi- tiveness in the craft beer industry has grown, but what has come from that is “a fair bit of synergy” amongst a group of people with a shared passion for craft beer. Herbst says, “There is always the danger of becoming irrelevant, but that’s what keeps us sharp.” “There is always the danger of becoming irrele- vant, but that’s what keeps us sharp.”
No more evident is this synergy than at a craft beer festival. These festivals are integral to rolling out new products and showing off the latest seasonal beers. Herbst shares, “Beer festivals are a great celebration of local beer. It is nice to see people trying beers from all the great Alberta breweries and discovering all the excellent beers that are made in the province.” Alley Kat is proud to brew six core craft beers year- round. They include: Aprikat Apricot Ale, Buena Vista Brown Ale, Full Moon Pale Ale, Main Squeeze Grapefruit Ale, Scona Gold Kolsch, and Fish Bone New England IPA. A fan favourite is Alley Kat’s
What also makes Alley Kat unique is that these kats are committed to the environment and to giving back to the local community. Best environmen- tal practices include limiting water usage, giving a local farmer spent grain to feed to his animals, using bullfrog energy, and recycling all cardboard, paper and plastic stretch wrap. Local community involvement includes partici- pation in fundraising efforts for the highly antic- ipated Fort Edmonton expansion project, being the official beer sponsor for the Edmonton Pride
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people who care about their craft, who understand the subtleties of ingredients, and who want to make each batch the best it can be.” This is going to be an exciting year for the award-winning brewery. As the company recently announced that Zane Christensen and Cameron French will assume ownership of the Edmonton craft beer staple, and that Herbst, will remain involved in day-to-day operations to help with the transition as as Alley Kat continues to celebrate locally brewed and crafted beer plus remain a force in the industry. For more information about Alley Kat, check out their website at alleykatbeer.com, or visit the brewery located at 9929 60th Ave they would love to see you.
Full Moon Pale Ale, but they have a wide range of beers and flavours. Herbst guarantees “If you are a beer drinker, we have something for you and offerings for our customer’s multiple tastes.” Experience Alley Kat for yourself by arranging a brewery tour which includes tasting of their newest seasonal beer upon arrival, an in-depth tour of the brew house, brewery, and bottling line, a pint or a flight post-tour and an Alley Kat tote bag. For $15 a person, this is an amazing deal and a great way to spend a few hours learning about and enjoying the products of a pioneer in the industry.
You can also visit the brewery for a casual, edu- cational and fun night out, as the brewery hosts different local businesses occasionally throughout the year to pair their foods with Alley Kat’s deli- cious beer. Whether it is cheese, donuts, oysters, or pretzels, the brewers will show what beers pair well with different foods. These events sell out quickly, so check out the calendar on Alley Kat’s website and grab a ticket. As Alley Kat celebrates their 25th year in the craft beer industry, brewing beer is still fun for them. These kats ‘Play hard but work even harder.’ Alley Kat employees a team of 25 people who are pas- sionate about beer. Herbst says, “We believe the best beers come from the hands of people who care about their craft, who understand the sub- tleties of ingredients, and who want to make each batch the best it can be.” “We believe the best beers come from the hands of
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COLD LAKE BR AND DISTILLIN Expanding after Three Short Ye
by Christi Rideout
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SPOTLIGHT ON BUSINESS MAGAZINE • JANUARY 2020
WING CO rs in Business
Cold Lake Brewing and Distilling Co. was born in December 2016 from the Kiziak family’s brewing and distilling hobby. Kiziak shares, “We like to drink delicious beer and are interested in the science behind the creation of quality brews and distilled beverages.” The whole family is involved in the operation of the business. Kiziak’s dad helps runs production, his sister and mom manage the books and deal with government regulations, and his wife promotes the business on social media. The family works a lot of hours but also has a lot of fun.
“We like to drink delicious beer and are interested in the science behind the creation of quality brews and distilled beverages.” Starting the business was not without challenges, which comes with the territory for all new business owners. For Cold Lake Brewing and Distilling Co., the biggest hurdle was the sheer expense and gather- ing of capital. Product development, ingredients and licensing are also big expenses for companies just starting out. Kiziak says that it took the brand two years to get off the ground.
Introducing Cold Lake Brewing and Distilling Co., Cold Lake’s first craft brewery. In business for three years, this family owned and operated business is expanding quickly. With a commitment to supporting their neighbours by using local ingredi- ents, Cold Lake Brewing and Distill- ing Co. strives to produce quality, delicious products with a variety of flavours. Spotlight recently sat down with Dusty Kiziak, co-owner of Cold Lake Brewing and Distilling Co. to learn more about their top-quality products as well as their entry into the craft beer and distilling markets in Alberta.
That said, the company has experienced unex- pected and pleasantly surprising rapid growth, especially over the past year. After only three years in business, the company is expanding this spring. Kiziak happily reports that the company will be building a new site that includes a tap room. The expansion also involves an upgrade to existing commercial equipment. As the company continues to grow, they are also meeting new people in the industry. Kiziak enthusi- astically says that “other brewers are super friendly and super forthcoming which is kind of cool.”
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Attending beer festivals has been a good way for the company to make contacts and sample the products of others in the industry too. “other brewers are super friendly and super forthcom- ing which is kind of cool.” The name Cold Lake Brewing and Distilling Co. pays homage to the love that the family has for their geographic location and their community. According to Kiziak, “We try as much as possible to source local ingredients for our products.” On the brewery side, many of their exciting seasonal flavours include these locally sourced ingredi- ents. Their Honey Lime Lager, which is a refresh- ing American-style lager that uses real limes to achieve a subtle lime flavour, along with honey
from their own apiary K-Zee Bees. Their Rasp- berry Wheat Ale uses locally harvested raspber- ries from Lynn Rob Farms, to give it the perfect amount of fruitiness balanced with the wheat, so ale is not too sweet. “We try as much as possible to source local ingredients for our products.” On the distillery side of the business their Ultimate Caesar makes the perfect addition to everyone’s favorite drink with its unique flavors. Infused with dill, roasted garlic and a variety of secret spices it is a must for your next caesar. The dill is locally harvested by their friends at Muriel Creek Ranch & Farm or grown by the Kiziak family personally. As for the garlic it is also sourced locally as well as
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grown by the family and then roasted to perfection. Their Honey Haskap, which is a honey shine base vodka infused with local haskap berries, that are sourced from their friends at Haskap Haven Farms, with the honey sources from their own apiary. Cold Water Brewing and Distilling Co. has also col- laborated with Elevate Coffee Roaster Cold Lake to use their locally roasted expresso beans in Elevate Expresso, a unique spirit that is the perfect addition to any specialty coffee, paralyzer or cocktail. In addition to wonderful local sources for quality ingredients, Cold Water Brewing and Distilling Co. also recognizes how lucky they are to be doing business in Alberta, a province that boasts some of the best quality barley and water in the world. Kiziak states, “We believe in creating affordable craft handmade spirits using crystal clear Cold Lake water and brewing beers with the finest
Albertan barley.”
“We believe in creating affordable craft handmade spirits using crystal clear Cold Lake water and brewing beers with the finest Albertan barley.” The distillery’s brands include Hometown Vodka, Home Shine, Ultimate Caesar, Honey Haskap, and Elevate Expresso along with two aged Canadian rums; Long Bay Spiced Rum and North Island Rum. Their craft beer selections include these previous mentioned Honey Lime Lager and Rasp- berry Wheat along with other favorites such as Cold Lake Lager, French Bay IPA, Pomelo Witbier,
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Kinosoo Beach Blonde and Canadian Pale Ale.
The company keeps things interesting by con- tinually rotating taps and providing new and unique flavours. Kiziak says, “We want to show our customers a good time and create different off the wall offerings as well.” For example their seasonal candy orange IPA is made with Belgium candy syrup, fresh orange zest and a citrus style hop, 8 Months of Winter Ale uses Quebec maple Syrup, Mexican vanilla and chocolate malt and the seasonal Cookie Stout, an English stout, is made with toasted oats, raisins and spices. Each product bursts with flavour. “We want to show our customers a good time and create different off the wall offerings as well.” Kiziak revealed that “everyone is pumped about the company’s two new gins; Gin Six and Gin Six Root Beer, that were unveiled in November.” Kiziak went on to say that they have been a big hit with customers, who have been anticipating their release. Cold Lake Distillery and Brewery Co. products are available in house and crowler cans and growlers are also available in select liquor stores in Alberta as well as in two or three restaurants in town. If you get the opportunity, be sure to visit Cold Lake Distillery and Brewery Co. located at 7-5109 51 Ave. in Cold Lake, Alberta to sample the brew- ery’s many interesting and delicious flavours. For more information about the company, check out their website at coldlakebrewing- distilling.com or contact them by email at clbrewinganddistilling@gmail.com.
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Endeavour Brewing Company St. Albert craft brewers invite you to experience the local craft beer revolution
E N D E V O U R As the craft brewery market expands in Alberta, there is a growing trend for consumers to want to experience new flavours and “drink local.” by Christi Rideout
Both born and raised in Alberta, husband and wife team Matt and Georgia Atkins “fell in love” with the idea of creating a community-oriented craft brewery in St. Albert, where they have lived for the last eleven years, after visiting a craft brewery in Houston, Texas. The couple connected with the comfortable and inviting environment that the Southern brewery provided, a space where people could connect through their collective appreciation of diverse beers. The owner of the craft brewery in Houston shared with them his story of how he carved out a market for a differ- ent type of beer drinking experience in Houston, despite having to compete against the mega beer brewers in the U.S. beer market. Now we have the pleasure of sharing their story with you.
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Opening a craft brewery was not something that the Atkins ever imagined they’d set out to do. Matt worked for 20 years as a mechanical engineer and his wife Georgia has a successful career as a junior high teacher and still teaches today. Both were well established in their fields, but their experience in Texas changed their perspective of what could be possible for their future. Matt shared, “The whole culture and creating a social place for people to come gather and drink quality beer,” became an increasingly more appealing idea for a business venture they could take on together. “The whole culture and creating a social place for people to come gather and drink quality beer,” Neither Matt nor Georgia had any experience as business owners, however they were willing to take a risk and turn Matt’s craft brewing hobby into a
full-time gig. Georgia kept her beloved teaching position, but fully supported her husband’s dream, first as “taste tester” extraordinaire and then even- tually as business manager and co-owner of their successful business. They wanted to create a brand that was inspired by their passions in life, including the outdoors, sports, and their love for great quality beers. Their website describes their mission: “Consistent quality and the freshest ingredients are paramount as we strive to create beers that cater to not only our thirsty palate but to the active lifestyles we enjoy with our friends, family and colleagues.” They chose Endeavour Brewing Company for the name of their brand, a perfect choice for craft beer that appeals to people who are “taking risks and making great things happen.” “taking risks and making great things happen.”
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FEBRUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
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sharp rocks tore a large hole in the back of his shorts. This made the hike back very breezy as his shorts flapped in the wind. Hence the ‘Sudden Draft.’ Con- sumers are always asking for the ‘funny story’ behind the naming of their beers. Other beers include Lost Flip Flop Saison, Skyline Pilsner, Express ESB, Tumbling Goat Belgian Pale Ale, Daly Jolt Porter, Yard Sale Bock, and Accidental Beary Saison. If you visit the Endeavour Brewing Company, be sure to chat with Matt and Georgia as I’m sure
they would be more than willing to share the inter- esting tales of how their other beer names origi- nated. Endeavour Brewing Company opened in St. Albert in June 2018, they were not the first craft brewers in town, as two previous breweries were started and have since closed, leaving them as the lone craft brewery in town. The brewery has a 15 HL brewhouse, four fermenters, a canning line and a modern tasting room. Customers are able to see the brewing process and tours are available by request. There are no televisions by design, as Matt and Georgia hope to inspire their guests to engage with one another. Georgia shares, “We embrace the European beer culture where friends gather to share a pint and hope that in the future North America moves toward that type of experi- ence.” Everyone is welcome at the brewery, from families with babies to retirees. The brewery is designed to be a place where patrons are encour- aged to engage with one another and build rela- tionships. “We embrace the European beer culture where friends gather to share a pint and hope that in the future North America moves toward that type of experience.”
Careful thought and attention to detail was put into every element of the Endeavour logo. The tread of a hiking boot is the focal point of the logo and references the couple’s love of hiking in the mountains. Also, note the barley in the heel, Alberta roses on both sides of the boot, and the gear in the roses, which pays homage to Matt’s engineering background. Every aspect was meticulously and affectionately chosen to reflect the Atkins’ lives. Endeavour is clearly a brand with heart. The Atkins’ have a personal story behind every beer they name. For example, their Sudden Draft IPA is named after a hiking trip that the family took in David Tompson Provincial Park. The group was tra- versing a steep scree rock section, when Georgia’s brother-in-law slipped and fell. Unfortunately, the
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When Spotlight magazine asked the Atkins who their target audience is, Matt excitedly expressed that it is any and every beer drinker. He is thrilled when he is able to “blow the minds” of beer drinkers who may not have previously enjoyed a particular style of beer but develop a new appre- ciation for a new flavour because of his beers. For example, he’s had people declare that they do not care for Porters but become converts after sampling his Daly Jolt Porter. Matt’s motto is, “Never judge a beer by its colour.” “Never judge a beer by its colour.” Starting a craft beer business with virtually no experience was not without strife. The Atkins had a steep learning curve as there were many reg- ulations and procedures that were new to them, not to mention they were brewing with equipment they had never used before. They also encoun- tered a few surprises when the taproom was being built. Upon demolition, they learned that there
were 6 x 6 beams going right through the middle of the taproom. Not exactly ideal! However, the Atkins says that what the early obstacles taught them is that the key to success is to be flexible and to acquire knowledge as they go. The Atkins, like many other Albertan craft brewers, are lucky to have great support in the industry. Col- laboration is a huge factor in the success of the craft beer explosion in the province. The Atkins gave a warm shout out to their friends and fellow craft brewery owners Chad and Ben from Dog Island Brewing, Brandon from Town Square Brewing and Chase and Neil from Alley Kat. Unselfishly, other brewers form an alliance to share ideas and root for one another. Paying it forward is important to the Atkins. They don’t downplay that part of their success can be attributed to others who have brewed before them and they are more than happy to provide the same support to new brewers who are just starting out.
Not only do the Atkins help new brewers, but they
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also are proud to give back to the community that supports them. Endeavour participates in charity events and supports the local hospital. They also source and use the freshest local ingredients in their beers, demonstrating their commitment to ethical and sustainable products. This year Endeavour Brewing Company has had the opportunity to participate in several beer festivals including the Alberta Beer Festivals and Zoo Brew in support of the Edmonton Valley Zoo. These festivals are the perfect place for craft brewers to reconnect and build relationships with potential new customers. Currently Endeavour beers are available in quite a few restaurants in the St. Albert and Edmonton area and liquor stores throughout Alberta. Endeavour Brewing Company is pleased with the success they have enjoyed over the past couple years and are excited for the future, as they hope to continue to brew great quality beers.
So, should you endeavour to drink better beer, visit the Endeavour Brewing Company and grab a pint, you will surely be among friends. For more information about Endeavour Brewing check out their website at endeavourbrewing.com or visit their tasting room located at Suite A, 215 Carnegie Drive, St. Albert.
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by Jenna Conter
BREWING CO
Making Great Beer for Great People
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Spotlight on Business sat down with Richard Fyk in Edmonton, Alberta to talk about the challenges and rewards of opening a brewery in Alberta, and the support that they received from the craft brewing industry and beer enthu- siasts alike. We also talked about the brand that Richard and his partners, Andrea and Parker Pysyk, are looking to create with S.Y.C. Brewing Company as they get ready to celebrate their first of many years in business this January.
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Ever hear the one about the banker and pilot? Probably not but here it is. They both turned a side passion project into a profession. Parker, the pilot, and Richard, the banker, have been friends for years. Pilot Parker, having already started a micro, at-home brew of his own, had his banker friend over one evening and they started chit-chatting over the homemade cold ones. “That was the big tipping point,” Richard recalls. “When we had a couple beers and talked about where the industry was going with craft beer and knew there was an opportunity to take this to the next stage and that’s how we got onto this craft beer journey.” “When we had a couple beers and talked about where the industry was going with craft beer and knew there was an opportu- nity to take this to the next stage and that’s how we got onto this craft beer journey.” Jump ahead to present day and meet S.Y.C. Brewing Company, who is about to celebrate its one-year anniversary this January. The stars aligned after that fateful evening and three friends – and their skillsets – came together seamlessly. Parker brought his brewing knowhow out of the basement, his wife, Andrea, “the design genius” made easy work of their branding, and Richard rounds out the company overseeing the books; dotting I’s and crossing t’s. “We all kind of have our strengths and come together and see what we can bring to the team and help us grow.” True to craft culture, Richard and folks at S.Y.C. knew they needed to stay true to quality over quantity. Smaller batches that displayed simple
flavours rooted in research of what could be found in their own backyard – a fact that many, as Richard explains, is hard for local Albertans to grasp. “People don’t know what is actually found in Alberta. We know our farmers, where to get the best grains, and we know they ship these products to well-known brands right from our backyard,” Richard said. “Ask ‘where is best single malt whiskey from?’ You’ll know the country and region; it’s similar with red wine. It could soon be,
‘where do you get the best beer?’ It’s Alberta because that’s where the ingredients are grown. [Craft culture] is about breaking those paradigms, exciting people and getting themmore engaged.” To that end, the idea of a flagship beer is taboo in the craft beer industry. Gone are the days of having one-of-two options in a case or flat, now the market dictates what the brewer produces, as
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now you say cabernet sauvignon from western California,” he explains. “Everyone can be a beer drinker because there is a product that is better suited to their palette and that’s what we can focus on with craft beer.” “Everyone can be a beer drinker because there is a product that is better suited to their palette and that’s what we can focus on with craft beer.” So, they got the science of finding the taste down, but what about making a name for themselves in a fast-growing and somewhat crowded market space? According to Richard, since they opened their doors in January of last year, there have been close to 30 additional craft breweries pop up around Alberta; not all are necessarily claiming to have reinvented the wheel, but all want to help move it in a similar direction. Branding in any market is vital to help stand out in the crowd. Boasting great taste and local ingredi- ents is all well and good in this arena but Richard knows that the product must be visually appeal- ing. In house designs created by Andrea help round out the S.Y.C. (which stands for “show your colours”) experience. Every can is unique. Every beer has a story. Richard describes it as a dance with the product and brand experience. “How do you maneuver and mold it while keeping a balance and not lose sight of who we are and bring that all onto the can?” Complicated yet simple, Richard and his team stick to core principles to keep the status quo on par with both their and their customer’s expecta- tions. “Is the product familiar in both taste and branding? Do the quality ingredients showcase what’s best locally? Do we offer a sense of surprise – is the label eye-catching and the taste inviting? Is the actual product consistent with complex flavours that are full-bodied and exciting? That’s why it’s
Richard explains.
“The market knows what they want and we aren’t a brewery that says, ‘this is the beer we made and you have to drink it,’ we say, ‘this is the beer we make and we see if the market likes it,’ so we don’t want to present a product like a flagship beer,” noting that of the constant rotation of products, the ones that spike interest of the customers are usually recreated but based, once again, on demand not necessarily the push to just blindly
supply.
Further to that point, it’s been exciting for Richard to push the “beer drinker” and expand their taste buds; even going so far as to corralling those who have long deemed themselves not fans of the often one-note product.
“Much like the red wine versus white wine days,
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