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WINTER
2017
Seeingclever
names
like Hoptimus Prime
and Hauling Oats on store shelves, label
designs that are works of art, festivals, brew-
houses and tasting rooms popping up, many
folks are asking—what is ‘craft beer’ all about?
Is it taking over?
First, a little clarity on the terminology. Craft
brewers use high-quality malted grain and hops,
traditional brewing styles and brew in batches
smaller than 75 hectolitres. Micro brewers are
generally considered breweries that produce less
than 100,000 hectolitres annually. Bothmicro and
macro brewers can produce craft beer.
When looking at volume, micro breweries only
produce 10% of all beer produced in Canada.
While it will be some time before the two biggest
producers, Molson Coors Brewing Co. and An-
heuser-Busch InBev, lose the market the micro
brewery segment is showing steady growth and
Ontario brewers are leading the way.
While overall beer sales inOntario only increased
by a marginal 0.2% last year, the LCBO reports
that sales of craft beer has increased by a whop-
ping 35.9%. Sowhy is such a small nichemarket
getting so much attention?
Ontario has quite an interesting brewing heritage.
From 1793 when the first brewery was opened,
through prohibition and bootlegging in the early
1800’s, The International Union of Brewery and
DistilleryWorkers (one of the first labour unions
in Canada) forming in 1902, to a resurgence in
1980’s with the opening of a few micro brew-
eries, there has been steady action in the Ontario
beer market. In 1993, after five years of decline,
beer sales began to increase thanks to the grow-
ing popularity of craft beer.
Brewmasters werewanting tomake great tasting
beers, using high-quality ingredients and honoring
traditional brewing styles. At the same time, con-
sumers were wanting quality products, with
unique flavours, made by people they know. After
decades of drinking beers that were basically in-
terchangeable consumers were thirsty for some-
thing new. From lighter style Lagers, Pilsners,
complex Wheat, Ales and Bocks, to rich Porters
and Stouts - craft brewmasters were satisfying the
consumer’s desire for variety, flavour and quality.
Charles MacLean is considered
one of the pioneers of the craft
brewing renaissance. Since 1985, when
he opened the Wellington County Brewery,
Charles has started numerous breweries and
helped many others get their start. Currently
MacLean’s Ales produces over 400,000 litres an-
nually in their Hanover brewery.
The number of craft brewers in the province has
increased 70% over the last five years. Of all
beer produced in Canada (micro andmacro brew-
eries) 41% is brewed in Ontario. The Ontario
Craft Brewers reported that there are over 140
operating craft breweries, another 50 contract
brewers who brew out of the operating brew-
eries, and there are over 130 others who are in
the planning/concept stage.
The craft brewing industry is booming in Southern
Georgian Bay. Collingwood alone is home to
three thriving breweries; Collingwood Brewery,
Northwinds Brewery and Side Launch Brewing
Company. In total, the region boasts 13 breweries
including Kilannan Brewing Company, Tobermory
Brewing Company, Neustadt Springs Brewery,
Outlaw Brew Co., Barnstormer Brewing Co., and
two contract brewers—Black Bellows andWasaga
Beach Brewing Co.
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ESCARPMENT
®
epicure
CRAFTY
BUSINESS
WORDS & PHOTOS
HEATHERGOLDSWORTHY
