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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SPOTLIGHT ON BUSINESS MAGAZINE • FEBRUARY 2020
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