The collaborative camaraderie of the craft brew industry is a change from the oil fields. “I came from a very competitive career before where you’re always bidding against another local person, or a big company out of the cities for that same job. There was a lot of competition. But now in this, it seems like we’re all in this for the same goal. And that goal is to take over from the big guys. I think we’re about 15 or 16%market share in Alberta, which is really high compared to a lot of provinces and some of the states. So, we’re taking a big chunk out of these huge brew- ery’s stakes, and they’re taking notice. We want to put ourselves on the map for that.” Dog Island Brewing can be found at most Alberta brew festivals. “For us, they are super important because that’s the only way some of the people in our province actually get to try our beer. It helps to make people aware that we’re here and the next thing you know we’re selling more beer in Calgary or other cities.”
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COVID-19 has shut down most of the events the brewery had planned for spring and summer, but a partnership with the Oilersnations Group resulted in a new beer, NationBeer, made just for the Oilers fans. “They have all these groups all over the NHL towns that follow the teams and do interviews and they do all kinds of neat fund - raisers. They have parties going on when these teams get in the playoffs.” So Oilersnation approached us about four or five months ago to make NationBeer for them. “It’s one of the beers we can’t keep up with now. It turned out to be a nice light crisp beer that’s perfect for summer. It’s been a great partner- ship. We’re going to try to do this beer for all the Nation networks.”
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SEPTEMBER 2020 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2020
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