for the support and advice he received in the initial phases of the startup of his company. In Alberta there are several ways craft brewers can choose to do business, either by opening a taproom and brewing beer themselves, or by working with a contract brewer. Belfrage
and there is less risk involved. His primary goal was to “get the brand out there and gain a following,” so that one day the brand can support its own taproom. Contract brewing is not without its pitfalls though. Having no storefront means that anyone interested in purchasing this beer has to go through Liquor Connect. Liquor stores and taprooms order from Liquor Connect and Belfrage then becomes responsible for selling his beers to them. Also, costs are higher as storage fees are charged to house stock. That being said, dealing with Liquor Connect does have some advantages, such as allowing craft brewers the ability to reach locations that they can’t physically travel to in order to market their beers, such as the great white north in Canada. One of the best ways for a new craft brewer to reach beer enthusiasts and gain fans is to participate in beer festivals. Long Hop first launched at the Alberta Beer Festivals’ Calgary International Beerfest in April of this year. Belfrage keenly expressed that festivals are a great way for brewers to meet people in the industryandbuildnetworkswithcustomers,
chose to launch Long Hop to themarket with a contract brewer. This arrangement allows him to brew and package his beers on equipment that he does not own so that his primary role is to focus on providing an identity for the beer and tomarket it. Contract brewing also allows a brewer more control over the rate of growth
industry players and prospective clients. It is “huge to get in front of that many people and get face time with customers to let them learn about your beer and where you came from” Belfrage says. It is a mutually beneficial relationship, as the beer enthusiast also gets to experience the styles of many different varieties of beers. The festival experience is invaluable for a new brand, as Long Hop has experienced firsthand. Currently, Long Hop Brewing offers three types of beers that are available across Alberta and business is literally hopping. Belfrage is in the process of increasing production to keep up with the demand for his beer. It is clear that consumers appreciate his recipes and flavours and that following his passion for craft brewing was a good life decision. Belfrage is excited to share that, “The best part of being a craft beer producer right now is that everyone in Alberta is thirsty.” So, for Long Hop Brewing, what better time to have taken the leap. To order Long Hop for your bar or restaurant visit liquorconnect.com or check out their website at longhopbrewing.com
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DECEMBER 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • DECEMBER 2019
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