However, despite the differences in strategy and product, they all share a similar question: who holds the kegs? For years, the answer was either buy kegs – tying up capital in depreciating steel – or rent them from a standalone lessor, one contract at a time. North Keg, an Ontario company founded in 2017, offered a better solution. And in April 2026, that solution got significantly bigger.

North Keg joined Evaaro’s international keg-pooling platform alongside ekeg (U.K. and Ireland) and Keg Logistics (U.S.), creating a unified multi-country network spanning five markets and nearly 3,000 brewers worldwide. For Canadian brewers, the practical effect is simple to describe but hard to replicate: the keg you need is now part of a system, not a contract or a standalone asset.

The origin: two friends, one problem

North Keg was founded in 2017 by two recent college graduates who regularly frequented a beloved craft beer bar in Halifax, N.S., and shared a fascination for the world of craft beer. After exploring the idea of starting their own brewery, they ran into the same wall that stops many first-time producers before they pour a single pint: steel.

Traditionally, brewers purchase a fleet of kegs. But owning kegs is both expensive and risky. Industry data shows that craft brewers typically lose five to 10 per cent of their float each year to theft, misplacement, account closures and other supply chain issues. For some brewers, that can add up to tens of thousands of dollars annually in lost assets that need to be replaced to maintain and grow the business.

“Because kegs are considered revolving assets, constantly moving through the distribution loop, they’re seen as risky. We figured there had to be a better way for brewers to do business,” said North Keg CEO Matt Wowchuk. “Looking at how keg management was being done in the U.S., we approached a few local brewers to see if they would lease some kegs from us, and we received a unanimous ‘YES’ in response. Within six months, we did our first deal, and it’s been steady growth ever since.”

Why pooling beats ownership

The distinction between leasing and pooling isn’t a technicality. Similar to ownership, in a leasing model, a specific keg is matched to a specific customer on a specific contract. The brewer is responsible for tracking the keg and collecting it back from the market. When demand shifts, the brewer has limited options. If demand shifts up, they can lease more kegs, often triggering a new contract. If demand shifts downward, they often have to sit on empty kegs until the contract ends and they can return them.

Pooling works differently. The brewer orders the amount they need from a shared pool of kegs. They don’t have to worry about tracking or collecting it back from the market. When demand shifts up or down, pooling is flexible. The brewer simply orders what they need. “Our pooling model works because we already have strong keg density in each market. We can pull kegs out of distributors much faster and immediately reposition them to a nearby brewery that needs them,” said Wowchuk.

Distributors benefit from pooling as well, and Canada’s geography makes this difference especially meaningful. A keg shipped from Toronto to northern Ontario is a 12-hour trip. A national shipment takes longer still. Under a traditional ownership model, empties sit at distribution centres until there are enough to justify a truck back to the brewery, leaving idle inventory that takes up space and generates no revenue, while freight costs continue to rise.

In North Keg’s pooling model, when an empty keg is collected from the market back to a distributor in Toronto, it doesn’t wait to accumulate into a full truck before heading home to a single brewery. The keg goes back into the pool, available to whichever brewer in the network needs it next. “Our pooling program eliminates those burdens,” said Wowchuk. “Rather than a keg being shipped out full and then making a long trip back empty, it stays in circulation.”

Size flexibility is another key part of North Keg’s adaptive pooling operation. Breweries that started on 50-litre kegs and now need 20-litre or 30-litre kegs can swap formats without writing off a capital purchase. The pool holds multiple formats; the brewer draws what the season requires.

“You might start with mostly 50-litre kegs, then realize you need 20- or 30-litre formats,” said Korey Nyp, director of sales at North Keg. “If you buy your kegs outright, you’re locked into those sizes. But with North Keg’s pooling model, you can return the 50s and switch to the sizes you need, when you need them.”

The network advantage: What joining Evaaro changes

A pooling network becomes more valuable as it grows. More kegs in more locations means faster fulfilment, more redundancy and the ability to absorb shocks that a bilateral leasing arrangement simply cannot handle.

“Joining this global platform allows us to further solidify North Keg as the benchmark leasing and pooling option for all Canadian customers,” said Wowchuk. “With enhanced access to growth capital, we are doubling down on our commitment to the Canadian market, offering world-class resources combined with the dedicated local expertise our customers trust.”

We know the business of kegs inside and out, which allows our customers to focus on what they do best: brewing their beer.

Korey Nyp, North Keg

The pooling’s practical implications are immediately apparent. Because North Keg’s keg pool has density across multiple Canadian markets, it can retrieve empties from distributors much faster than a brewer managing its own fleet could. That faster turn translates directly into fewer kegs needed to cover the same production volume, with lower costs and less capital at risk.

“We know the business of kegs inside and out, which allows our customers to focus on what they do best: brewing their beer,” said Nyp. “Our pooling model provides a much deeper and more collaborative relationship with our brewers. We succeed only when our customers do as well.”

What the brewer is actually buying

The financial side of pooling might be the biggest benefit: no capital tied up in steel, no idle fleet sitting on a balance sheet through the quiet months and costs that flex with demand rather than running ahead of it. “Cash is king in any business, and there are many other productive uses for cash rather than buying and storing steel kegs,” said Wowchuk.

Moreover, what brewers are buying is not a keg at all. It’s the certainty of supply – the assurance that the right format will be available when the season demands it, without a renegotiation, without waiting for a truckload of empties to justify a return run, and without the logistics headaches that have historically consumed so much of a small brewery’s operating bandwidth. For smaller craft producers, access to a professionally managed fleet removes the most capital-intensive barrier to entering the draught channel. For larger breweries, it turns a logistics burden into a managed service – one that scales up for peak season and down again without a single renegotiation.

Rooted in the Canadian brewing community

North Keg’s growth has always been tied to its involvement in the industry it serves. The company is a proud sponsor of the Canadian Craft Brewers Association’s Canada Beer Cup, a national competition celebrating independently owned and operated breweries across the country. North Keg’s Québec and Eastern Canada sales representative served as the emcee for the Canada Beer Cup Awards Gala in 2025 and is proudly returning in 2026.

The team also maintains active relationships with local guilds and provincial craft brewer associations, attends trade shows and participates in the Master Brewers Association of the Americas (Canada chapter). “Beyond that, I’m regularly in touch with various trade boards and industry groups to understand how we can continue improving the landscape for brewers,” said Wowchuk.

Looking ahead

North Keg is in the middle of a strategic rebrand, which will be reflected in the coming months. The rebrand positions the company around four core pillars: keg servicing, tracking, leasing and pooling.

“If you look at our long-term vision, we’re not trying to be a five-year company; we’re aiming to be a 50-year company,” said Wowchuk. “This rebrand is designed to clearly show what we do best: our ability to fully service a keg from top to bottom, track it throughout its lifecycle, lease it to producers and integrate it into a broader pooling network. That’s how we will continue to ease the burden for our customers for years to come.”

For Canadian brewers navigating a competitive market, a tight labour environment and the persistent capital demands of a steel-intensive supply chain, the question is less about pooling and more about who to pool with. North Keg’s answer – now backed by an international platform and the density that comes with it – is increasingly hard to ignore.

This article was sponsored by North Keg.

A decade ago, designer Martin Piper was the lead creative at Amsterdam Brewery, one of Toronto’s oldest craft breweries. He first met print consultant Chris Downey after Downey reached out to discuss potential print projects. This casual business chat developed into a strong working relationship and a genuine friendship between the two.

Over time, Piper and Downey recognized that their complementary skills could truly assist emerging breweries, and this insight eventually led to Beer Branded. “It’s the perfect solution for start-up breweries,” said Piper. “With Beer Branded, you have a seasoned designer with the industry knowledge to provide production-ready art for your brewery’s needs, and an experienced consultant with the necessary relationships to make it all happen on budget and on time.”

But when the COVID-19 pandemic hit Canada in 2020, the Beer Branded concept was put on hold. Piper launched martinpaper.design, which provides branding, design and promotional strategies for clients across the beverage sector. Meanwhile, Downey developed his own print business, Evergreen Graphics Group, to supply labels, packaging, signage and merchandise for a wide range of independent and major breweries and beverage producers.

Then in 2024, while working on a new label system for Northwinds Brewery in Collingwood, Ont., the timing finally felt right to revive their original vision. The Beer Branded website was officially launched soon after, marking the start of Piper and Downey’s next chapter. “Beer Branded encompasses the needs of every beverage maker: brand development and marketing; print production for packaging and essentials, signage and merchandise; social media planning, development and content creation – all poured from one tap,” said Piper.

To complete their offerings, Breer Branded has added Jordan Buttress, an experienced photographer and videographer. This allows the company to support its clients’ digital media needs, alongside design and print.

Brand evolution

Branding in the craft beer sector is constantly evolving, shifting from what was once considered nostalgic and playful to increasingly sleek, professional and design-focused visual identities. Social media has also played a significant role in reshaping the branding landscape. The rise of glossy, rapid-fire five to 10-second clips and user-friendly drag-and-drop DIY design tools has introduced a whole new dimension to digital branding.

Moreover, as the brand market has expanded, breweries have found themselves competing with a highly diverse beverage industry. This is precisely the kind of environment where a strong brand could be the deciding factor in whether a product is chosen or left on the shelf. “It’s a challenging business climate, with tariffs impacting material costs, and we’re starting to see once-strong brands falter as companies must shift priorities and brand refreshes fall off the list,” said Piper.

Avoid the mistakes

Beer Branded approaches each project as a distinct challenge, never assuming that what worked for one brewery or beverage maker will work for another. Whether it stems from a flavour profile, brewing philosophy or innovative techniques, every product has its own story to tell.

Because there are only about three seconds to make a first impression, a product’s label or package is incredibly valuable visual real estate. This means branding must communicate quickly, clearly and intentionally. When designing your brand, it’s important to first look at other products on the shelf to avoid getting lost in the shuffle, while also still fitting in. This is the role of Beer Branded: to identify a product’s differentiator and bring it to life through careful, purposeful branding.

“I always ask prospective clients to send photos of the shelves in the communities where they plan to sell,” said Piper. “If it’s a new product, we’ll start with a simple like/dislike exercise to identify what works visually. If they already have products on the shelf, it gives us a great starting point for conversation to compare their current look to those around it.”

A well-designed label has become one of the most effective tools for influencing purchasing decisions on busy shelves. This is because when a customer approaches the cooler, their decision usually depends on three factors: loyalty, package design and beverage style.

“Let’s face it, most people already know what they like when they approach a shelf, and they’re looking for something specific and will gravitate towards the area where the product lives,” said Piper. “In this industry, it’s rare for someone to happen upon a shelf. It’s the label’s job to catch the eye and persuade the customer to deviate from their original purchasing plans.”

Going beyond the label

Extending a brand beyond the point of purchase is crucial for cultivating a loyal community of fans. When people can wear a brand or gather in a branded space that feels welcoming and familiar, their connection with the brand becomes emotional rather than purely transactional. This also increases the chances of building long-term loyalty.

“We’ve always made a habit of visiting breweries to immerse ourselves in the atmospheres they have crafted for their locals. Curating the right ‘vibe’ in a space to celebrate local culture while offering thoughtfully designed and produced merchandise can be a powerful tool that transforms a casual drinker into a brand ambassador,” said Piper.

Sustainability is another consideration, especially as it relates to the industry-wide shift from bottles to cans, thanks to aluminum’s lightweight, highly recyclable nature. Unfortunately, the label side of the industry hasn’t advanced at the same pace. Beer Branded provides a range of sustainable solutions.

“With margins being so tight and cost models being pulled in multiple directions, the sustainability of packaging sometimes falls off the list of priorities,” said Downey. “But our approach at Beer Branded is to offer more sustainable options. Whether it’s label materials or packaging board, it can all be tied back to the brand story with an authenticity stamp-like seal to make customers aware of the decisions made by the producer of the product.”

A legacy that lasts

When it comes to building a brand, consistency is everything. When a product delivers reliable quality, and the brand story stays true to itself, loyalty isn’t just possible; it becomes an expectation. But Piper warns that endurance is different from chasing constant growth, and there is conflict between building a tight-knit community around a brand and trying to create a product that appeals to the masses. Balancing those two goals is one of the biggest challenges in the craft beverage world.

“The goal is to find those answers early in your brand-building process, which allows us to search for the nuance in your products and pinpoint their specialty,” said Piper. “If you approach the process with consistency in production and messaging, your customers will share, they will grow and they will stay.”

Prior to founding NitroBrew in 2014, Murthy Tata, Ph.D., was a process development specialist for Miller Brewing, where he developed Creamy Draft for Leinenkugel – the brewery’s first nitro style beer. Even though Tata’s Creamy Draft was delicious, aromatic and had all the characteristics nitro style brews are enjoyed for, it was also unstable and inconsistent when in transit to the customer.

“The problem with nitrogen is that it has a very poor solubility in a beverage like beer – 50 times less soluble than CO2 – which means that when the nitro brewed beer is produced and leaves the brewery, the act of shipping itself can actually destroy the nitro performance the brewer intended,” said Tata. “Something as simple as a slight increase in temperature can cause the nitrogen to come out of the beer very quickly, and there’s no putting it back in.”

The unpredictability of nitro brews during transport inspired Tata to devote years of experimentation to develop the NitroBrew system, a new way to easily and cost-effectively make nitro style beers at the point of service.

“Even now, with most nitro style beers you buy at the bar, there is a 50-50 chance the pour will be good by the time you get it back to the table – the care in handling is that extreme,” said Tata. “So, I really wanted to find a way to mitigate anything that could negatively affect the performance of the nitro style beverage and found that nitro is best done at the point of dispense by infusing nitrogen into the beverage when the consumer is ready to drink it, rather than preparing it in advance.”

Tata says the main problem with prepared nitro canned beverages comes down to consistency. Many nitro canned beverages read something like, ‘Shake well and pour with purpose,’ which means that when it’s poured aggressively, the beverage is stirred up to improve on the perception of the nitro effect. But it’s still just a perception.

Another piece of technology often used to give nitro cans some predictability is the widget. Developed by Guinness, the widget is a tiny plastic ball inside beer cans. During canning, pressurized nitrogen is added to the brew, which trickles into a hole in the widget. Once opened, the widget’s nitrogenated beer squirts into the rest of the beer, giving it a velvety texture – most of the time.

“Neither method provides an experience as good as a nitro brewing line dispense or kettle system like ours because NitroBrew has been designed to infuse the right amount of nitrogen into the beverage just at the moment when you’re ready to actually drink it,” said Tata. “If packaged nitro style beers were comparable to what you get with NitroBrew, we probably wouldn’t be in business today.”

A tailored solution for a range of customers

NitroBrew is a subsidiary of its parent company, QuantiPerm, which was founded by Tata in 2002. QuantiPerm is a name well-known by breweries for their solutions and services that help preserve the integrity of beverages through automated inline carbonation, deaeration and fermentation systems.

In the decade since its founding, NitroBrew has been able to expand its product offering and services beyond the brewing industry to include the growing coffee sector. The company started in the consumer market with its line of NitroBrew home kits.

“Our NitroBrew system was originally intended for bars and cafés, but a lot of home users – whether it’s DIY beverage enthusiasts or home brewers – have come aboard and bought their own systems,” said Tata. “Today, we serve a wide spectrum of markets, from home users and very busy cafés, bars and restaurants, to event organizers, wedding planners and coffee trucks. No matter what your need might happen to be, we have a solution to fit.”

NitroBrew’s line of products include

Nitrogen Kegerator Systems

By drawing a desired beverage from its supply container, infusing it with nitrogen on the fly and then dispensing it on-demand, NitroBrew kegerators produce robust and reliable results with low-maintenance operation.

NitroBrew Brix

The Brix concentrate dispense system dilutes a beverage concentrate to drinking strength, then infuses it with nitrogen or compressed air before serving. The system is ideal for bag-in-box setups or any other concentrate supply containers. NitroBrew Brix is a cost-effective method to make nitro brews accessible for cafés, cafeterias, taprooms, breweries, food trucks and more.

Nitro Tabletop Tap System

NitroBrew offers a tabletop tap solution that revolutionizes the way cafés and taprooms incorporate nitrogenated drinks into their menus. The single and dual nitrogen faucet capabilities deliver a streamlined and innovative solution that utilizes an inline nitrogen infuser to deliver that signature creamy texture and cascading pour. NitroBrew’s system can also be easily operated with a standard air compressor, eliminating the need for expensive nitrogen cylinders. This environmentally friendly approach also means zero consumables, reducing waste and lowering operational costs.

“Behind the tap is a nitrogen infuser and, as you open the tap and the beverage moves through the module, nitrogen is infused into the beverage,” said Tata. “This means when it dispenses out of the tap you have a full, continuous nitro effect and, so long as you have a supply of beverage and you have the tap held down, it’ll keep pouring nitro endlessly.”

Micro Nitro: Inline Nitrogen Infuser

The Micro Nitro infuser is a compact, highly versatile solution that customers can quickly incorporate into any existing beverage tap by easily hooking it up to an existing countertop tap or kegerator system. All NitroBrew’s inline systems are powered by the Micro Nitro Infuser.

NitroBrew Single Serve

The NitroBrew Single Serve is a solution for DIY home brewers wanting to enhance their coffee, beer or other beverage experience. Setting up the nitro brew kit is as simple as connecting the compressor and mounting the charging station to infuse the drink of choice with nitrogen for a smoother taste and feel.

“The whole process with the Single Serve kettle system takes less than a minute,” said Tata. “You pump your beverage with nitrogen or compressed air from a charger at a very high velocity to bring up the pressure, and then you shake it to mix, turn it upside down and pour it into a serving container where it presents a nice cascade of bubbles that eventually settles into a nice tight head of foam.”

You can drink it, you can NitroBrew it

While NitroBrew was originally designed to infuse beer products, the versatility of nitrogen infusion extends beyond your favourite pint and can elevate a wide range of alcoholic and non-alcoholic beverages.

Nitrogen coffee is cold-brewed coffee infused with nitrogen gas and what once began as a unique trend, this caffeinated confection is becoming incredibly popular in homes and coffee shops around the world. With its visually stunning presentation and luxurious mouthfeel, nitro coffee presents a visually stunning presentation and a creamy feel on the palate without the need for dairy.

We serve a wide spectrum of markets, from home users and very busy cafes, bars and restaurants, to event organizers, wedding planners and coffee trucks. No matter what your need might happen to be, we have a solution to fit.

Murthy Tata, NitroBrew

Served hot or cold, tea is another beverage that can be elevated through a nitrogen infusion, enhancing not only the flavour, but also adding a thick and silky texture that can’t be achieved with a traditional tea kettle.

The NitroBrew Single Serve system also allows users to embrace their imagination at home and infuse nitrogen into everything from juice to root beer to soda. Or, for DIY mixologists, NitroBrew can also be used to infuse popular cocktails and mocktails.

“So long as the beverage has enough surface tension or some detergent activity that supports foam, as well as a little bit of viscosity to let those bubbles linger, nitrogen can elevate it to a new level,” said Tata. “I’m personally more on the science side of NitroBrew than the culinary, so I’m always learning a lot from our customers and dedicated drink aficionados who keep coming up with these amazing recipes like the espresso martini, which is a really popular drink with nitro. I’ve even heard of a guy doing a hard root beer on nitro – there is a lot of potential for discovery and innovation when it comes to NitroBrew and beverage development.”

A nitro boosted future

Even though nitro style beverages are becoming more popular, it still represents a small (albeit growing) part of the bar and beverage sector. The main challenge companies like NitroBrew face is reaching new customers and having them take the time so see how easy nitro infusion is to do, as well as clear up some lingering misconceptions of what nitro infusion means.

“A lot of people still ask us if NitroBrew is an energy drink – it’s not, although it can be used to elevate some energy drinks,” said Tata. “We are an innovative company with a bunch of technical people with a basis on science, engineering and physics, and we rely on our customers and beverage creators to help us get word out about what nitrogen infusions can bring in terms of texture and mouthfeel.”

Looking ahead, NitroBrew will continue tweaking its product line to meet the unique needs of its customers. The company will also further explore the home use application of its products, such as housing entire charging apparatus and the compressor within a single, small package that can be mounted on the counter or onto the backsplash in the kitchen, then be stored away in a drawer when not being used.

“Our customers can expect to see various innovations coming to NitroBrew in the months ahead, so stay tuned,” said Tata.

“Over the years, our customers have asked us to provide solutions to their warehousing, transportation, logistics and – of course – packaging needs,” said Bonnick. “In truth, it has been our customers who have really been the driving force when it comes to the innovation and growth that we’ve seen over the better part of the last decade.”

Located in Cambridge, Ont., KinsBrae operates out of a 50,000 square foot facility and employs 16 workers, with another six workers expected to be hired later this year. KinsBrae differentiates itself from the competition with its capacity to be a one-stop shop for all its customers’ needs, offering a wide array of sustainable and custom packaging solutions for a range of industries, including food, beverage, retail and nutraceuticals. The company also offers a variety of in-house services, such as design, warehousing, logistics and fulfillment, digital printing, co-packing, labelling, sleeving and – most recently – manufacturing paper bottles.

KinsBrae’s ability to handle all aspects of packaging provides its customers the confidence that what they need will be there when they need it.

“You’re never going to have a situation where one supplier is blaming another supplier because your product didn’t arrive on time; we’ve completely eliminated that from our portfolio,” said Bonnick. “And, because we always stand behind our product, when something goes wrong, we will do whatever we can to make it right.”

A paper bottle

This ability to offer the whole package when it comes to packaging made KinsBrae a natural choice for the U.K.-based sustainable packaging firm, Frugalpac Ltd. (Frugal), as it was looking for a partner to help introduce the FBAM-1, the first-of-its-kind paper bottle machine.

“Frugal was just Googling packaging and they found us here in Cambridge,” said Bonnick. “They saw that we were already dealing with every single piece that makes up their paper bottle, so it just made sense to approach us and then have us to support everything, rather than find six or seven different suppliers to do the same thing. Frugal has been a fantastic organization to work with. Them being an equipment manufacturer and us being a packaging company, this partnership has really married the best of both worlds together.”

Ideal for wine, spirits or olive oil, the KB Bottle is the world’s first commercially-available paper bottle designed for non-carbonated beverages, all the while looking almost identical to a glass bottle sitting on the shelf.

“In the beginning, whenever I spoke about the paper bottle, everybody said, ‘Oh, it’s going to be in a box shape.’ No, it’s not in a box shape; it’s a bottle shape, but made of paper,” said Bonnick. “The paper bottle has the same texture as the cereal box in your cupboard, but more rigid. When you pick it up and hold it in your hands, you know it’s definitely not glass, it’s not a label and it’s not a sleeve – the paper bottle is something completely different.”

While it may take a little time for people to wrap their heads around the concept of a paper bottle, they are certainly coming around to the idea.

KinsBrae had its first full day of paper bottle creation in early February, and the response to the KB Bottle has been overwhelming, so much so that KinsBrae is looking to bring in another two Frugal paper bottle machines by the end of 2024 to keep up with demand. The company’s two launch partners – Georgian Bay Spirit Co. and wine brand, Frisky Beaver – have seen tremendous success with the sales of their products in the paper bottles, and interest is growing in the paper bottle with other major brands across North America.

Recognizing innovation

The success of the KB Bottle has not gone unnoticed. In February 2024, KinsBrae and the KB Bottle earned the prestigious Product of the Year Canada award in the 2024 packaging category – Product of the Year is the world’s largest consumer-voted award for product innovation.

“When you pick it up and hold it in your hands, you know it’s definitely not glass, it’s not a label and it’s not a sleeve – the paper bottle is something completely different.”

Shawn Bonnick, KinsBrae Packaging

The annual Product of the Year award provides a trusted resource to easily guide consumers to the best new products on the market. Chosen by 4,000 Canadian shoppers in a national survey conducted by Kantar, a global leader in consumer research, the KB Bottle was a clear winner and was awarded the highly-coveted red seal, which recognizes the product’s innovation in the packaging category.

Katy Saito, marketing manager at KinsBrae, said, “It is amazing to see that Canadians love and believe in the KB Bottle the same way that we do. This innovative and sustainable packaging technology offers a disruptive and revolutionary alternative to the glass bottle, and we are excited to see more companies get on board with the KB Bottle across the country.”

The benefits of a paper bottle

While at first glance the KB Bottle may seem pretty ‘out there’ for many consumers, there are many reasons to make the transition from glass containers to paper.

The KB Bottle is more sustainable. Made from 100 per cent recycled paperboard, the paper bottle is significantly lighter than a normal glass bottle, weighing only 83 grams. The paper bottles also have a carbon footprint up to six times lower than a glass bottle, use 77 per cent less plastic than a plastic bottle and the water footprint is four times lower than a typical glass bottle.

The recyclable bladder on the inside of the paper bottle is what holds the liquid and is similar to what is used in boxed wine. The paperboard casing and interior bladder can easily be separated and go into the recycling bins of any municipality.

“The paper bottle is made from 100 per cent post-consumer material sourced from mills here in the North American market,” said Bonnick. “We’re part of the circular economy, where we’re taking recycled board to create these paper bottles that can then be recycled another time. It is really amazing to see.”

The paper bottle tends to be easier to transport because of its light weight compared to glass, so more bottles can be loaded on a truck. KB Bottles are also shatterproof and do not break during transport, and the paperboard used in the manufacturing of the bottle is thick and unlikely to tear. Even if it does rip, the liquid is encased inside a thick plastic pouch that preserves it and prevents spillage.

Another benefit is that the paper bottle can go where glass bottles are prohibited due to the risk of breakage, such as poolside or patios. Paper bottles are completely customizable and are a perfect canvas for branding, offering 360 degrees of design space that can include graphics along the sides, top and the bottom of the bottle.

“The paper bottles have all this space to display your brand, which can be a real advantage when you’re looking at creating a shelf presence that is greater than a standard glass or PET [polyethylene terephthalate] bottle,” said Bonnick. “So, there’s a whole slew of benefits to this bottle, from the marketing aspect to the environmental to the cost savings – it all adds up to provide a very compelling case for the general public, as well as the co-packers, wineries and distilleries.”

Looking ahead, KinsBrae will continue to focus on the needs of its customers and search out new opportunities to expand the use of the paper bottle into other markets.

“We’ve had some great conversations over the past few weeks in regard to the food industry; everything from infused oils to salad dressings and juices,” said Bonnick. “We have a few customers who are even looking at the paper bottle for soaps. It has been awesome to see customers thinking outside the box of what they can use the paper bottle for. I’m very excited to see what people will do with it over the next 12 to 18 months.”

In 2014, Glenn sold Glenmore to his son, James Rowley, and then retired from the business in 2016. In the years since, James has grown Glenmore to more than 100 employees and the company currently operates out of two facilities in the Richmond area, with a combined footprint of approximately 50,000 square feet.

“Printing is a very generational industry, and I can remember throwing paper airplanes off the mezzanines at Glenmore on Saturdays and Sundays with my dad,” said James. “I would carefully craft different shapes of airplanes to see if I could get them to go farther and farther, and the pressman would come in on Monday morning and they’d be pulling paper airplanes out of the ink fountains.”

“But it’s the story that sells the bottle. If you can’t tell that story with your packaging, you risk your premium line or your new product launch blending in with everything else on the shelf.”

James Rowley, Glenmore Custom Print & Packaging

A passion for packaging has driven Glenmore to become one of the top Canadian manufacturers of custom-printed paperboard boxes, labels, shrink sleeves and tubes. Today, Glenmore primarily focuses on high-end retail packaging for the food and beverage, wine and spirits, cosmetics, nutraceutical, and confectionery industries across Canada and throughout the western U.S.

“Most of the beverage companies in Western Canada have worked with us in some capacity over the last three to five years,” said James. “We’ve also printed for a large number of wineries and distilleries, which has become a significant focus area for us.”

In November 2022, James brought on industry veteran Jay Tapp as Glenmore’s chief operating officer. Tapp has worked in the packaging sector for more than 35 years and, most notably, founded Tapp Label Technologies Inc., which he sold in 2005. Tapp brings with him a wealth of experience and expertise in streamlining processes and procedures, as well as continuous improvement through measuring results, setting goals and growth.

Tapp was working in the Chicago area when James reached out to him looking for the right person to run Glenmore. The position was ultimately deemed a good fit, and Tapp relocated from Chicago to take on the COO role.

“This position was interesting to me because James’ entrepreneurial vision was to not only grow the company, but to change the way a typical packaging company operates,” said Tapp. “In the year that I’ve been here so far, I can honestly say it’s been an amazingly fun ride and the time has just flown by.”

A changing business

Over the years, Glenmore has been able to adapt to keep up with the ever-changing needs of its customers. The company has seen a significant evolution in the marketplace, with a greater focus on improving the shelf-visibility of products.

“A lot of beverage companies are extremely conscious today about how their products look on the shelf, going as far as thinking about image resolutions and colours of their cans; 10 years ago, that wasn’t the case,” said James. “So, we are working with our customers on ways to pretty-up their products, allowing them to better stand out within a crowded space.”

James has also noticed significant growth in more boutique offerings, as breweries, distilleries and wineries embrace the concept of limited release items and non-alcoholic options. With that, Glenmore’s role has been to help their customers find ways to warrant the additional costs that might be associated with unique packaging that showcases new product lines and limited releases.

“We have customers that sell their spirits for more than $125 per bottle and they’re looking at how to justify a $125 spend, so we help them by making it more giftable and luxurious with our packaging,” said James. “What’s the differentiator between a $60 bottle of whisky and a $100 bottle of whisky? Often, it’s just the packaging. Yes, the flavours are different. Yes, the distilling process is different. But it’s the story that sells the bottle. If you can’t tell that story with your packaging, you risk your premium line or your new product launch blending in with everything else on the shelf. That is what makes high-end labels and exterior packaging so important.”

“We seek out the go-getters and the go-getters seek out Glenmore.”

James Rowley, Glenmore Custom Print & Packaging

Creating a broad array of packaging for customers needing smaller batch orders – especially on the winery and distillery side of things, where much of the product is hand-packaged – is not for the faint of heart. However, it is an area where Glenmore has proven to not only be comfortable in, but excel in.

“Our customers have a great eye for detail and they really pay attention to the product we send them, and that is something that scares a lot of printers away,” said James. “But for us, we’re very dedicated to producing quality and that’s what makes us comfortable in the luxury space. And if we make a mistake, we replace it – simple as that – and our customers appreciate that commitment to product quality.”

A culture of excellence

Glenmore has developed a culture of excellence, where customer service and product development are first and foremost. Glenmore’s workplace environment is extremely diverse, dynamic and collaborative. There is always something going on and no two days are the same. Glenmore stands apart from much of its competition because its team works with five different product lines at once, and – from boxes to foil stamped roll labels – the company manufactures everything in-house.

“Our staff could be working on a folding carton one day and then a label or shrink sleeve project the next,” said Tapp. “While this might seem challenging for some, our team likes a challenge, and it helps them remain versatile and highly technical in their understanding of the printing and packaging industry. This is something that is hard-wired into our culture as we create opportunities for education and we all learn from one another each day.”

At Glenmore, the belief is that all machine operators want to work with the newest and nicest pieces of equipment. Therefore, James has made it his top priority to invest in bringing the latest, state-of-the-art technology to the company, which has helped Glenmore attract some of the finest talent in the business.

“We seek out the go-getters and the go-getters seek out Glenmore,” said James, who admits the culture of excellence at Glenmore isn’t always for everyone. “We do challenging work here, so if you’re at a point in your career where you want to grow and be challenged, Glenmore is absolutely the place for you. Working on the sort of work we do can be nerve-racking for some but, for others, it’s what they live for.”

Doing better

Glenmore is strongly committed to making the world a better place through sustainability, which is no big surprise given that before joining the company, James went to university to study corporate environmental management.

As such, the company has implemented several waste reduction and recycling policies and initiatives to reduce its environmental impact, and promote sustainable manufacturing.

Most of the paper and board that Glenmore stocks on their floor is either Forest Stewardship Council certified or made from recycled materials, which means the company’s paperboard boxes and tubes are completely recyclable. Glenmore also works with Veritree, which connects businesses with verified tree planting projects around the world as a way to offset their carbon footprint.

“The environment and climate change are issues that are incredibly important to me, and we do everything we can at Glenmore to make sure that we are making a difference and not just greenwashing,” said James.

Looking ahead, Glenmore will continue to focus on what it does best by leveraging the Glenmore brand and reputation for customer service, and expanding its packaging and label reach throughout the food, beverage, and wine and spirits industries.

“We really just want to double down on our processes and get even better at what we do,” said James. “Our goal is to provide beverage companies with a solution for higher-end packaging options that they might not think are achievable from a cost standpoint and then make it cost achievable. We are excited for what the future holds for us at Glenmore.”

GLBC started with three employees working out of a small 5,000-square-foot plant located in Burnaby, B.C., vastly different from where it is today.

The company has grown to approximately 500 employees and its current facilities in Richmond, B.C., measure more than 465,000 square feet. GLBC also has distribution locations in Kelowna, Victoria, and Abbotsford, B.C., as well as in Everett, Wash. In 2019, GLBC continued to expand eastward to service Alberta, Saskatchewan, and Manitoba, and has a satellite office in Alberta.

Over the years, GLBC has always strived to offer customers the innovative solutions for all their labelling and packaging needs, and has acquired the equipment and capabilities to expand its services and expertise to more than just boxes. GLBC established a moving supplies division in 2004, a label division in 2006, and with the acquisition of Ideon Packaging in 2020, an enhanced digital print packaging division.

“We started out in 1982 with just corrugated products, but now we carry a wide scope of packaging products, that is what makes us different,” said James DeVries, vice president of sales, retail packaging division at GLBC. “Where our competition might just be a label company or only sell folding cartons or corrugated boxes or protective packaging, we manufacture and sell all of these items, and more, and that is what really sets us apart from everyone else.”

As a trusted one-source supplier, GLBC’s experts think ‘outside the box’ to uncover the perfect packaging and display solutions for a wide range of businesses and industries. In addition to serving the craft beer, wine and spirits sector, GLBC also works closely with customers from almost every industry segment, such as, but not limited to, food and beverage, health and wellness, beauty, nutraceutical and sports nutrition, manufacturing and e-commerce.

“We’re very much a solution driven organization and pride ourselves on being able to sit down with our customers to understand what it is they want, and then developing products that match up – right from design through graphics, to their final solutions,” said DeVries.

Our customers are looking for something creative and unique, and we have the team and expertise here to deliver packaging solutions that make sense for them, both economically and efficiently.

James DeVries, Great Little Box Company/Ideon Packaging

Some of the company’s more popular products and services are related to its retail-ready packaging solutions, where the package has to sell the product. “Our customers ask for packaging that pops off the shelf to draw the consumer in, whether that is through higher graphics, bold designs or increased visibility,” said DeVries. “When our customers are looking for something unique, we have the team and expertise here to deliver solutions that make sense for them, both economically and efficiently.”

A people-first mentality

Despite the growth of the company over the last 40 years, GLBC has stayed true to the values that made it a ‘great little box company’ in the first place: being a welcoming, open and fun place to work, all while maintaining a family atmosphere that is dedicated to delivering excellence in everything it does.

As part of this, GLBC constantly looks for ways to bring employees together through company events and activities held throughout the year, such as its Holiday Children’s Party, where Meggy purchases gifts for all the staff’s children and grandchildren, and attends the event to ensure that every child receives one.

“I have worked for a few different organizations in the course of my career, and it’s rare to find a company as committed to their employees as GLBC,” said DeVries. “We are a company that cares about our people like they are part of the family, and we do what we can to encourage and maintain that kind of culture. This has resulted in a very low turnover rate and we have some employees who have been with us for many years just because they like working here.”

The investment GLBC puts into its employees has not gone unnoticed, and the company has been recognized multiple times as one of Canada’s best managed companies and top employers. This year, the company received the prestigious ‘Canada’s Best Managed Companies’ designation, which names GLBC as being among the best-in-class of Canadian owned and managed companies – one that demonstrates leadership in the areas of strategy, capabilities and innovation, culture and commitment, and financials to achieve sustainable growth.

“We are proud to accept this award and truly believe our people are the foundation of our company,” said Brad Tindall, president of GLBC. “As our company celebrates our 40th anniversary, we’re grateful for the fact that people tell us today that their favourite part of the job is their co-workers and it’s the same answer that people gave 20 years ago when the company was so much smaller.”

GLBC also earned recognition as being one of Canada’s top small and medium employers by the editors of Canada’s Top 100 Employers. GLBC was chosen for this coveted award for a variety of reasons, such as giving its employees a unique head office work environment that features an onsite fitness facility with numerous fitness programs, from hiking to yoga, and personal trainer services, an outdoor sand volleyball court, an onsite vegetable garden and an outdoor gazebo. The award also recognized GLBC for allowing everyone in the company to share in the business’ success through profit-sharing and for helping them to build long-term savings with matching RSP contributions.

“Great Little Box Company/Ideon Packaging is proud to once again be recognized as one of Canada’s Top Small and Medium Employers, and we believe GLBC’s success to date is a testament to the incredible people we have on our team,” said Tindall.

Making the world a better place

GLBC is wholly committed to operating in a more sustainable manner. The company conducts regular reviews of all its environmental objectives to always provide its customers with the most environmentally responsible packaging products available, and its technical professionals are trained in life cycle analysis and use internationally recognized techniques to assess the environmental impact of their packaging designs.

The company website reads, “Our award-winning design team goes above and beyond traditional packaging criteria of performance, cost, communication and compliance by sourcing responsibly, and optimizing and recovering resources. Nothing excites us more than working with our customers to help profitably grow their business using sustainable packaging.”

GLBC sustainable designs are 100 per cent recyclable, require less manufacturing time, energy and raw materials to produce, which results in a lower-cost solution for the customer that meets, or exceeds, the original design’s function and performance.

Where our competition might just be a label company or only sell folding cartons or corrugated boxes or protective packaging, we manufacture and sell all of these items, and more, and that is what really sets us apart from everyone else.

James DeVries, Great Little Box Company/Ideon Packaging

One such example is GLBC’s compostable packing peanuts. It’s an environmentally friendly starch-based alternative packing product that is nontoxic, composed of a corn starch fill that dissolves in water to leave no toxic waste. The peanuts are also static-free and dispense the same as any other loose fill. However, the best part is that these peanuts are just as economically friendly and cost about the same as regular polystyrene peanuts.

GLBC is also certified under the Sustainable Forestry Initiative program and Forest Stewardship Council, ensuring that its raw materials and products are responsibly sourced from certified forests.

Not only is GLBC committed to the environment, the company also strongly believes in giving back to the community. GLBC is always on the lookout for ways to express its social responsibility, and they support a variety of local charities and associations, such as the BC Professional Fire Fighters’ Burn Fund, which supports burn survivor programs like Burn Camp for kids, virtual mental health support and the Home Away accommodation program that provides a home away from home for families travelling to Vancouver seeking burn and trauma treatment.

Prior to being acquired in 2020, Ideon Packaging was a proud supporter of Canuck Place with a yearly toy drive for the foundation. This is a tradition that GLBC was more than happy to continue. Employees visit a local toy shop and purchase gifts for the families at Canuck Place, ensuring that Santa Claus delivers the gifts around the Okanagan Valley and Lower Mainland in time for the holiday season.

Charity does not just occur at the top of the company and the spirit of giving manifests throughout GLBC. To represent this, GLBC created a monthly program – the Award of Excellence – in which peers nominate each other to acknowledge and celebrate staff who go above and beyond the call of duty. Every month, three winners each get to pick a charity close to their heart for GLBC to support.

Looking ahead

Moving forward, GLBC plans to continue strengthening its position in British Columbia, Alberta, and Saskatchewan, as well as broadening its presence south of the border in Washington state.

“We’re focused on continuing our growth trajectory and building our business based on the excellent service we’ve always delivered, and keep strengthening the relationships that have helped us become so successful for more than 40 years,” said DeVries.

“Some of those recipes from that first year are still in our lineup,” said Brad McInerney, marketing director at Wellington Brewery. “This is a pretty rare feat as trends and styles always evolve over time, but a lot of those original recipes have stuck around because just like they hit the spot back then, they still hit the spot today.”

The Canadian craft beer industry looks a lot different today than it did when Wellington Brewery first opened its doors in Guelph almost 40 years ago. Wellington was one of only a handful of breweries in 1985, and there are now more than 400 craft breweries in operation in Ontario, and the competition is fierce. This has caused some of the pioneering companies to push boundaries and become ever more innovative to stay relevant.

Wellington Brewery’s philosophy is about walking two paths: staying true to its roots as a brewery of traditional styles, and being willing to walk outside the lines in a new experimental and contemporary style. “It may seem like a contradiction to try to do both, but it’s become our strength,” said McInerney. “We bring in new customers who may want to try out what we’re doing – like our Lemon Lime Hard Seltzer – and that could be the entry point for everything Wellington Brewery has to offer. Then, once they’re here, they might realize they love our Country Brown Ale as an everyday beer. It may not have that ‘wow’ factor that first brought them to us, but it’s one of those beers that always welcomes you back.”

Wellington Brewery’s facility was custom built and only had a few employees upon opening. Steady growth has seen the workforce expand to approximately 50 people, including part-time staff, and much has changed for the company.

In 2015, the brewery added approximately 20,000 square feet of facility space, updated its aging brewing system and packaging line, and expanded the brewery’s front of house areas. Wellington Brewery now sports a 40 hectolitre Newlands Systems brewhouse to replace its original Hickey Design 10 hectolitre brewhouse that was brought over from the U.K. in 1985. The brewery also has a state-of-the-art Krones bottling and canning line that essentially doubled its previous production capacity, which can produce up to 30,000 hectolitres of product per year.

We want to take every opportunity to make sure we’re not missing out on new customers who may be out there by keeping up with evolving trends. That’s how we ensure we have an offering that’s right for everybody.

Brad McInerney, Wellington Brewery

“It was almost like we rebuilt our whole brewery top to bottom, and you probably wouldn’t even recognize it as the same brewery that opened in 1985,” said McInerney. “But what hasn’t changed is that we are still committed to producing the same great beers that have been enjoyed by our customers since the beginning.”

An eclectic lineup

Wellington Brewery products are primarily sold across Ontario. While the COVID-19 pandemic created challenges, it also opened opportunities for the brewery to introduce its offerings to new customers ordering online. “Reaching new people is always exciting,” said McInerney. “Maybe they don’t know us from another brewery that just opened down the street, but there’s always an opportunity there to grow craft beer as a whole, and there is always somebody out there to introduce our more flavourful and unique beers to.”

Wellington Brewery’s most popular products include its Special Pale Ale, an English pale ale that is unique in the Ontario market because it’s a little more malt-forward than most pale ales; its Helles Lager, one of the brewery’s top sellers; and its Upside IPA, a juicy IPA that is consistently a best-seller in retail stores across Ontario.

Outside of its core brands, the brewery also brews its popular Country Brown Ale, a traditional English-style brown ale; a unique Imperial Stout; and the original 1985 beer that put Wellington Brewery on the map, Arkell Best Bitter. “We are a one-stop shop for when people are looking for a variety of tasty beverages they want to enjoy,” said McInerney. “We want to take every opportunity to make sure we’re not missing out on new customers who may be out there by keeping up with evolving trends. That’s how we ensure we have an offering that’s right for everybody.”

Wellington Brewery has also recently moved into producing sparkling hop water, which has become a significant part of its business over the last few years. Customers can now find Wellington Brewery’s Cascade and Chinook Sparkling Hop Water at Ontario grocery stores, which have non-alcoholic options that cater to consumers who are switching to lighter and healthier options.

“Having this non-alcoholic option in our lineup has been huge for us,” said McInerney. “We launched our sparkling hop water in 2021, and they’ve been selling like crazy for us. Now everybody can have a beer at an event, but some can choose to drink our sparkling hop waters and enjoy the flavour without the alcohol or calories.” The inspiration for new brews comes from the small-batch planning meetings held between the brewing team and marketing team. This enables the brewery to engage the entire creative process and opens the door to experimentation, perhaps incorporating a new hop, new malt or a fruit adjunct.

While the recipe is important in terms of how Wellington Brewery creates its beers, the label on the outside is just as crucial regarding marketing and is a vital part of the creative process. The brewery relies on an in-house graphic designer to ensure the product looks as good as it tastes. “We believe that our team-oriented approach is the best way to create a new beer,” said McInerney. “Working collaboratively like this makes the beer-making process more organic and it’s vital to how we are succeeding as a brewery.”

When brewing excellence, the world takes notice. Over the years, Wellington Brewery has received numerous awards for its offerings like the Imperial Russian Stout, Arkell Best Bitter and Chocolate Milk Stout. In 2022, the company won 13 medals at various brewing competitions, such as the Canadian Brewing Awards, the Ontario Brewing Awards and the U.S. Open Beer Championship. “The quality of your beer is right at the centre of your brewery,” said McInerney. “It’s nice to receive the awards, but we’re really just focused on ensuring that when we do make beer, it’s the highest quality and the most consistent. We consider ourselves lucky when somebody else recognizes our efforts.”

Doing good, one beer at a time

A quality product is only part of the puzzle. Much of Wellington Brewery’s success is also attributed to its commitment to community engagement. The brewery has a very supportive customer base within the Guelph, Kitchener-Waterloo and Greater Toronto Area regions, and the business focuses on embedding itself into the fabric of the local community by supporting charities and local community organizations that work to make the world a better place.

Wellington Brewery is proud to present the 10th annual Queen of Craft. In addition to brewing up its Queen of Craft IPA, the brewery hosts a cadre of beer-loving women to create unique beer education programs, support local charities and build community initiatives. One hundred per cent of the profits generated by the women- and non-binary-led beer education series are donated to organizations that support the wellness of women and, over the last 10 years, the event has raised more than $65,000 for the Guelph-Wellington Women in Crisis Centre.

“We haven’t always had a huge marketing budget to grow our brands, but we’ve had a lot of people who have got behind what we’re doing because they identify with the values that we cherish and what our products stand for,” said McInerney. “For us, good business means giving back to the community that has given us so much.”

As a responsible Canadian brewer, Wellington Brewery is committed to sustainable craft brewing practices. As part of this, the brewery is constantly seeking ways to improve water use, reduce energy consumption and use raw ingredients in ways that promote greater circularity. Almost all the brewery’s spent grain (98 per cent) is diverted from the landfill, and instead, is sent to local farmers to use for animal feed. Other spent grains are creatively used by partners for upcycled bread, insect food and other products.

In January 2022, Wellington Brewery launched the Welly Climate Future Fund, a capital fund that will be used to invest in projects at the brewery that will reduce its greenhouse gas emissions. “Mitigating the impacts of climate change is not just about how much water are we saving or how we’re using recyclable material, we also need to look ahead to see what we can do over the next decade,” said McInerney. “We need to think in the long-term about our sustainability and environmental projects, and set out a roadmap as to where we’d love to go as a brewery.”

Wellington Brewery is proud of its long history with Beer Canada, valuing the association as a critical resource for timely data, for its ability to advocate on issues most important to the Canadian brewing industry and a platform for peer-to-peer networking. “Working with other breweries across Canada is a really important part of what we do,” said McInerney. “Craft brewers are a close-knit group that contributes to the overall strength of the Canadian beer industry, and Beer Canada is one of the areas where we’ve been able to work closely alongside other breweries.”