“What is really eye-opening is when people we gave media exposure or fundraising opportunities to in the past come of age and then show up to our festivals with such great memories.” What Robinson loves is the rigour with which breweries and distilleries have cropped up, he’s so happy with the industry. “We really love the courage and sense of adventure these brewers and distillers have. We have worked hard to promote craft beer in Alberta, and with the growing number of craft distilleries, we want to now do that for them as well,” he said. “The big challenge is getting people to find a new favourite. Past experience has shown that if we can get someone to move out of their comfort zone and try something different, they will embrace not only the beers and spirits, but also the culture and community that has grown up with them.” One thing the Alberta Beer Festivals company has been lauded for is their sly, humorous marketing campaigns. “We’re a small shop of five, and we’re family and friends. We’re so proud of what we do. The fact with the growing number of craft distilleries, we want to now do that for them as well.” “What is really eye-opening is when e ple we gave media exposure or fundraising opportunities to in the past come of age and then show up to our festivals with such great memories.” What Robi son loves is the rigour with which breweries and distilleries have cropped up, he’s so happy with the industry. “We really love the courage and sense of adventure these brewers and distill rs have. We have worked hard to pro ote craft beer in Alberta, and with the growing number of craft distilleries, we want to now do that for them as well,” he said. “The big challenge is getting pe ple to find a new favourite. Past experience has shown that if we can get someone to move out of their co fort zone a d try somethi g different, they will embrace not only the beers and spirits, but also the culture and community that has grown up with them.” One thing the Alberta Beer Festivals co pany has been lauded for is their sly, humorous marketing campaigns. “We’re a small shop of five, and ’re family and friends. We’re so proud of what we do. The fact “We really love the courage and sense of adventure these brewers and distillers have. We have worked hard to promote craft beer in Alberta, and with the growing number of craft distilleries, we want to now do that for them as well.” “We really love the courage and sense of adventure these brewers and distillers have. We have worked hard to promote craft beer in Alberta, and
There are now over 180 cideries and breweries in the province, and Robinson equates their quality to a few area-specific advantages. “We have grown some of the best two-row malt barley in the world, and we have access to some of the best water. It goes to Banff to be filtered, and has to be by law, but they’re amazed at the clarity,” he said. “We’ve come a long way. When we started this, no one had the idea of trying beer festivals. But when people came out, they loved it, and these things grew at such a rapid rate.” Their sense of humility and community spirit never faltered when they became successful. Robinson says everything they do is for the people around them. “We’ve come a long way. When we started this, no one had the idea of trying beer festivals. But when people came out, they loved it, and these things grew at such a rapid rate.” There are now over 180 cideries and breweries in th province, and Robinson quates their quality to a few area-specific advantages. “We have grown some of the best two-row malt barley in the world, and we have acc ss to some of the best water. It goes to Banff to be filtered, and as to be by law, but they’re amazed at the clarity,” he said. “W ’ve come a long way. When we started this, no one had the idea of trying beer festivals. But when people came out, they loved it, and these things grew at such a rapid rate.” Their sense of humility and community spirit never faltered whe they became successful. Robinson says everything they do is for the people around them. Each eve t has two charities that will directly benefit financially, and over 70 charities have seen that benefit through ticket donations and other fundraisers. To date, they have donated over $300,000 as a company. “We first started doing Christmas charity funds, but we always knew from the start we needed a charitable and philanthropic arm to this business,” he said. “We’ve come a long way. When we started this, no one had the idea of trying beer festivals. But when people came out, they loved it, and these things grew at such a rapid rate.” Each event has two charities that will directly benefit financially, and over 70 charities have seen that benefit through ticket donations and other fundraisers. To date, they have donated over $300,000 as a company. “We first started doing Christmas charity funds, but we always knew from the start we needed a charitable and philanthropic arm to this business,” he said.
we’ve been recognized for our unique festivals and the way we promote them is amazing,” he said. They started a Beer University, meant to get people aware and thinking about the industry and what they drink. They brought malters, hop growers, canners, and home brew equipment companies together for a partnership with the Just Beer app. we’ve been recognized for our unique festivals and the way we promote them is amazing,” he said. They started a Beer University, meant to get people aware and thinking about the industry and what they drink. T ey brought malters, hop grow rs, canners, and ho e brew equipment companies toget r for a partnership with the Just Beer app.
SPOTLIGHT ON BUSINESS MAGAZINE • JANUARY 2020 72 32 SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBE 2019 32 SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2019
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