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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JANUARY 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
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