“Also, with stricter drinking and driving laws, we’re looking to offer lower alcohol or no alcohol options so customers can have a great experience in our tap room and feel okay about driving home. You can still have a very flavorful beer with low alcohol content.” As part of the community mindset, the brewery actively engages with other small brewers and craft suppliers to create an atmosphere of collaboration. Collaboration brews have included Grain Bin Brewing in Grande Prairie, AB and Blindman Brewing in Lacombe, AB. “We really enjoy being part of a community/industry that is unlike any other industry out there in terms of levels of cooperation and collaboration,” said Patriquin. Hell’s Basement offers beers in cans and growlers sold to consumer and wholesale for distribution all over Alberta. Direct delivery is available in the local market and surrounding towns. Licensees in the province can access the product through the central government warehouse at Liquor Connect. Hell’s Basement hopes to move their product into other provinces in western Canada and even into Montana and other states. “There are a lot of hurdles to crossing provincial borders now. Hopefully that will change in the future. As an economist, I don’t think it needs to be as complicated as it is. Really, the consumer should be able to decide what’s on that shelf. The rules are constantly under review due to pressure from the Small Brewers Association,” said Patriquin. April for the event, held every two years. The list of award-winning beers may be getting longer for this up and coming brewery. It’s a World Beer Cup year so the team at Hell’s Basement will be heading to San Antonio in
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JUNE 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • JUNE 2020
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