Located adjacent to Molson Coors’ Fraser Valley Brewery, the site will facilitate field trials of hop varieties developed through the B.C. hop variety development program, led by KPU’s Applied Genomics Centre (AGC) since 2019 in partnership with the BC Hop Growers Association and its members. It will also serve as a living library of genetically diverse hop plants and a dedicated space to advance applied research, supporting B.C.’s hop growers while providing students with hands-on learning opportunities.

“We’re excited to work with Molson Coors in supporting local farmers through this multi-year project,” said Paul Adams, PhD, director of KPU’s Applied Genomics Centre. “Partnerships like this really illustrate how cutting-edge research and innovation can address industry challenges and meet the needs of our local communities.”

Over the past year, researchers and students have been establishing the hop yard from the ground up, from prepping the field to planting the first experimental varieties developed at the AGC. Beyond testing new hop varieties, the field will also serve as a space to research best irrigation practices and more.

“Hops are a critical ingredient in brewing, and the Fraser Valley remains one of the country’s most important hop-growing regions,” said Graham Kendall, general manager, Molson Coors Fraser Valley Brewery. “We’re excited to partner with KPU on this initiative to support applied research and innovation while strengthening connections with local growers and providing students with hands-on experience that will help shape the future of agriculture and brewing in B.C. and beyond.”

“This project gives us a dedicated research field where we can grow things outside of the commercial scope and explore challenges that growers are facing in order make better-informed breeding decisions,” said AGC researcher Mathias Schuetz, PhD, who is leading the project.

Hops, which are the female flowers of the plant species Humulus lupulus, are used to provide flavour and aromas to beer while also functioning as a natural preservative. The Fraser Valley has a longstanding history of hop production, once having ranked as the largest hop-growing region in the Commonwealth in the 1940s. Using state-of-the-art DNA analysis and chemical techniques, KPU researchers are helping local hop production thrive again by creating new, climate-resilient varieties.

“We’re crossing different plants to create varieties with desirable traits, which we are then planting and evaluating in the field,” said Schuetz. “The idea is to create something that is resilient against heat and drought, while also being profitable and desirable for brewing.”

Hops research fueling hands-on opportunities for students

The hop yard also serves as a living classroom, with KPU students from multiple disciplines – including horticulture, biology and brewing – gaining hands-on experience each step of the way.

“I do a mixture of lab work and field work, which includes prepping the field, managing the irrigation system and collecting data on new varieties we’re trying out,” said Spencer LePage, an AGC student research assistant and third-year horticulture student at KPU. “I’ve had a really great experience so far, and feel like this work really helps bridge that gap between just learning about concepts in classes and actually doing them in real life.”

At the same time, KPU Brewing and Brewery Operations students are helping test how new varieties perform by transforming experimental hops into small-batch beers, one of which was served at the unveiling.

Supported by Genome BC and the Natural Sciences and Engineering Research Council of Canada, the AGC is Canada’s first and only Technology Access Centre focused on applied genomics, and is nationally unique in its focus on serving the agriculture sector through direct, hands-on research support.

For generations, brewers accepted hop loss as part of the process. Massive whirlpool additions and aggressive dry hopping delivered exceptional aroma but also increased trub, reduced finished beer yield and increased wort absorption.

The cost was considered unavoidable – the price of making great IPA. Today, that assumption is being challenged.

As ingredient costs rise and brewery margins tighten, many operations are beginning to evaluate hops not only by sensory contribution but also by operational efficiency. The question has shifted from “How much hop character can we create?” to “How much hop character can we create without sacrificing beer?”

Advanced hop products are providing new answers

Unlike traditional pellet additions, concentrated aroma extracts isolate the compounds brewers actually want – the essential oils and flavour-active components – while eliminating much of the vegetative material responsible for absorption losses. The implications extend well beyond ingredient savings.

Every barrel retained through reduced trub translates directly into additional sellable beer. Across hundreds of batches per year, relatively small improvements in yield can produce meaningful financial returns without requiring additional fermentation capacity or capital investment.

Products such as Salvo exemplify this shift toward efficiency. Produced from 100 per cent hops through carbon dioxide extraction, the product delivers variety-specific aroma while removing the alpha acid fraction and excess plant material. Brewers gain expressive hop character without introducing unwanted bitterness or unnecessary solids into the process.

Perhaps most importantly, these technologies are changing how breweries think about recipe design. Rather than replacing hops altogether, advanced hop products allow brewers to strategically supplement traditional additions where they provide the greatest benefit. Whirlpool applications, in particular, become opportunities to maximize aroma while minimizing losses.

The movement reflects a broader evolution occurring throughout the brewing industry. Modern breweries increasingly evaluate ingredients through multiple lenses: sensory impact, sustainability, operational efficiency and profitability. The best innovations are those that improve all four simultaneously. Purists may debate whether extracts belong in brewing, but history suggests innovation has always defined the industry.

Ultimately, consumers judge beer by what’s in the glass, not by how much wort was left behind in the whirlpool. For breweries navigating today’s economic realities, the next competitive advantage may not come from using more hops. It may come from using hops more intelligently.

Not long ago, non-alcoholic beverages occupied a small corner of the beverage industry, serving a niche audience with limited expectations.

Today, that landscape has changed dramatically. Consumers are seeking flavourful alternatives that fit active lifestyles, wellness goals and moderation habits without sacrificing complexity or craftsmanship. For breweries, that shift presents an opportunity – but only if they can enter the category efficiently.

Traditional beer production requires fermentation capacity, yeast management, extended tank residency and significant raw material investment. Hop water, by comparison, eliminates many of those constraints while allowing breweries to leverage what they already know best: hops.

The challenge has never been demand. It’s execution

Conventional hop additions introduce vegetative material, inconsistent extraction and bitterness that can quickly overwhelm beverages built on water rather than malt. What brewers need is precision: concentrated hop aroma that delivers flavour without the baggage. That’s where modern water-soluble hop products are changing the conversation.

Products like LLZ provide bright lemon and lime characteristics that can transform carbonated water into a refreshing, hop-forward beverage with minimal additional ingredients. Because the product is derived entirely from hops and contains no added emulsifiers or unnecessary synthetics, producers can maintain clean labelling while achieving repeatable flavour.

Similarly, SalvoPlus offers breweries another tool by delivering expressive hop aroma without introducing bitterness or plant material. Unlike traditional dry hopping, brewers can dose with accuracy, minimize product loss and avoid sacrificing yield.

Perhaps the greatest advantage is speed

Developing a new beer often requires weeks of production planning and tank occupancy. Developing a hop water can be accomplished in hours. Brewers can prototype multiple formulations in a single afternoon, adjusting aroma intensity or citrus character with precise additions rather than waiting through an entire fermentation cycle.

The economics are equally compelling. Every brewery has experienced the challenge of balancing innovation with production capacity. Hop water creates an additional revenue stream without competing for fermentation space, allowing breweries to diversify portfolios while maximizing existing infrastructure. The opportunity extends beyond hop water itself. Sparkling beverages, functional drinks, ready-to-drink cocktails and alcohol-free IPAs are all benefiting from advanced hop ingredients that deliver authentic hop character with greater control than traditional methods.

Consumer behaviour suggests moderation is becoming a permanent segment rather than a passing trend. Breweries that embrace the category today may discover they’re not simply adding another stock keeping unit – they’re creating an entirely new business line.

The future of brewing may still revolve around beer, but increasingly, it also revolves around what hops can become when brewers aren’t constrained by fermentation.

The assumption is that people simply like beer less than they used to. That explanation is incomplete.

A lot of the change we’re seeing isn’t about people liking beer less. It’s about people spending less time together, and beer has always been about connection. Across Canada, people are socializing less often. According to Restaurants Canada’s 2025 Foodservice Facts report, three out of four Canadians say they are eating out less due to the rising cost of living, and that figure increases to 81 per cent among those aged 18 to 34.

Housing costs, irregular work schedules, digital habits, and the lingering effects of the pandemic have also reduced opportunities for informal, in-person socializing. The “third places” that once anchored communities – neighbourhood pubs, local restaurants, community halls and gathering spots – are under strain. When communities gather less, beer is part of what gets lost.

For some, this may seem like a positive change. But in truth, it points to a deeper problem. This isn’t just about drinking habits, it’s about social infrastructure.

For generations, beer has been part of how Canadians connect after work, at community events, during major sporting moments and at family celebrations. These shared experiences help build relationships, reduce isolation, support mental well-being and foster informal exchanges where ideas, creativity and collaboration often emerge. Strong social connections are essential not only to personal health, but also to vibrant, innovative and resilient communities.

When gathering places and shared rituals weaken, the social fabric frays. People become more isolated, local businesses struggle and communities lose important spaces for dialogue, belonging and mutual support.

If we are serious about supporting healthy, connected communities, we need to look beyond individual consumer choices and address the structural factors that make gathering harder, from affordability and taxation to the sustainability of neighbourhood pubs, restaurants and community spaces.

Start with affordability

Affordability is now one of the biggest barriers to social participation. Nearly 46 per cent of the price of beer in Canada is made up of taxes and government charges. Automatic tax increases, mark-ups and layered regulatory costs make social occasions more expensive every year, even when household budgets are already stretched.

When meeting friends becomes unaffordable, people stop going out. They stay home. They disconnect. Keeping taxes and fees under control is not about encouraging overconsumption. It is about ensuring that everyday social interactions remain accessible to hard-working Canadians.

Restore balance in beer taxation

Canada’s beer tax system has become increasingly disconnected from economic reality. Automatic annual increases happen regardless of market conditions, sales trends or affordability pressures. Predictable, reasonable taxation allows brewers to invest, innovate and keep prices stable. It also helps ensure that beer remains a practical, social option rather than an occasional luxury. Smart tax policy supports moderation, stability and community life.

Protect bars and restaurants as community anchors

Bars, pubs and restaurants are not just businesses. They are social institutions. They are where neighbours meet, teams celebrate, friends reconnect and communities come together. They employ over one million Canadians and serve as a training ground for countless young people, anchoring main streets in towns and cities across the country.

For many of these establishments, beer is also a key driver of profitability, helping to sustain operations, support staffing and reinvest in their businesses. Yet these establishments are facing unprecedented cost pressures, from labour and rent to energy and insurance, on top of declining foot traffic. Protecting the hospitality sector is about protecting places where connection happens and opportunities begin.

Policy decisions that increase costs or undermine viability weaken the very spaces that foster responsible, social drinking, workforce development and community engagement.

Rebuild social infrastructure

Strong communities do not happen by accident. They depend on affordable places to gather, stable local businesses, supportive regulatory environments and policies that recognize social value alongside fiscal considerations. When we invest in this social infrastructure, we strengthen mental health, economic resilience and civic life.

Beer has always played a role in that ecosystem. When enjoyed responsibly, it brings people together, marks important moments and helps create shared experiences that reinforce community bonds.

A broader conversation worth having

Declining beer consumption should not be viewed in isolation. It is a signal of deeper shifts in how Canadians live, work and connect. If we want stronger communities, we must make it easier for people to spend time together. That starts with affordability and requires fair, predictable taxation. This means repealing the federal automatic annual beer tax hike and ensuring provincial governments steer clear of new mark-up and tax increases that further strain consumers and local businesses.

Beer is not just a product. It is part of Canada’s social fabric. Preserving that fabric benefits consumers, workers, businesses and communities alike.

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.”

“In my previous career, when I travelled, I always hit up brewery taprooms and used bookstores,” said Filbert. “I had a lot of conversations in those taprooms. I learned about what I was tasting and what I liked and didn’t like.”

Filbert worked for a banknote company as a technical artist. He says that a technical artist takes the work of a graphic artist and deconstructs it for the printing process. That graphics and printing training is why Filbert has a deep appreciation for book covers. In particular, he scours used bookstores for paperbacks from the 1950s because he likes the cover art. His personal collection includes about 200 such books.

“I think everyone should collect something,” he said. “And it should be something very specific. Then you leave it to chance when you find something to add to your collection. I like the discovery. I like the chase.”

The beer

To date, Bookstore has released 11 beers. If all goes to plan, the brewery will release three more this year. The first ever Bookstore beer was The Quick Fix Coffee Cream Ale, a 5.5 per cent ABV cream ale with locally roasted coffee beans added five days before packaging, to impart aroma and flavour without changing the blonde colour. “I wanted to start with something odd,” said Filbert.

However, that oddity is not without research and precision.

“I want my beers to fill a hole in the market,” he said. Having kept track of the flavours he likes and dislikes in beer, Filbert designs Bookstore beers based on the flavours he knows he likes, rather than strictly adhering to beer styles. “All my beers are novel,” said Filbert, pun intended.

Filbert delegates recipe development to his friend Ryan Fisher, a trained brewer. Then, the beers are brewed at Winnipeg’s Oxus Brewing on a 30-barrel brewhouse built by Newlands. “I’m a big fan of hiring people who know what they are doing, and letting them do it,” said Filbert. “I’m an idea guy, not a full-out story creator.”

Oxus Brewing also produces beer for six other brands. By combining efforts, the breweries can achieve economies of scale in raw material procurement and ensure the tanks are always full. This was a low-cost, low-risk way for Bookstore to enter the beer market, although a small brewery of his own is Filbert’s ultimate goal. Bookstore’s beers have been well received, not just by Winnipeg’s beer drinkers, but by critics as well. Bookstore’s awards include:

• 2024 Canada Beer Cup gold for A Brighter Shade of Doom, a 6.5 per cent black New England IPA
• 2024 Canadian Brewing Awards gold for Flirting with Goth, a five per cent dark ale
• 2023 Prairie Beer Awards gold for Another Deadly Sin, an English amber ale
• 2023 Prairie Beer Awards gold for A Brighter Shade of Doom
• 2022 Prairie Beer Awards silver for Escape From Narrow City, a 4.8 per cent easy IPA

“I try to focus on myself as the first customer,” said Filbert. “I’m just going with what I like and hope it works.”

The art

All of the label art is original, says Filbert. Having found a kindred spirit in Ontario-based artist Randy Preising, Filbert retained him to do all of Bookstore’s label art. Those labels have a lot of details.

“If you look at one of my cans, you’ll see a book cover, a spine and a back cover. Historically, these types of books had coloured page edges, so my labels have a strip of page edge colour as well,” said Filbert.

The back cover, in addition to satisfying required disclosures such as ingredients and alcohol content, always includes a tease to a story that doesn’t actually exist. It’s an homage to the books Filbert loves and collects. There are even recurring characters, “because that’s a lot of fun,” says Filbert. There are even consistent themes to Bookstore’s labels: ales have covers for detective mysteries, lagers and pilsners are westerns, IPAs have science fiction covers, sours are romance and dark beers have a horror look.

Filbert works with Preising to ensure the labels mimic shelf wear. Since these books would have been mass-printed, they often contained printing errors. Filbert and Preising carefully mimic these errors on their labels. “It’s a little Easter egg for drinkers to find, especially if they know about printing,” said Filbert.

Also similar to the books Filbert collects, each beer label includes a three-character catalogue number. The two digits are the year the beer was first released and the letter represents the number of the beer that year. For example, “24-B” was the second beer Bookstore released in 2024.

The community

For Filbert, it is important that Bookstore be part of the Winnipeg community. In 2024, Bookstore released Timeless, a light lager with proceeds assisting CJNU, Winnipeg’s community radio station. CJNU’s frequency is 93.7, so 93.7 cents from every can was donated to the station.

After the Winnipeg Pet Rescue Shelter was robbed, Filbert helped organize a tap takeover of Bookstore’s beers so that money could be donated to replace the shelter’s losses. Each year on Christmas Eve and Christmas Day, Bookstore hosts “orphan parties” for those who feel loneliest during this time of year. “My parents died before I started Bookstore Brewing,” said Filbert, explaining his motivation. The annual parties help ensure nobody spends the holidays alone.

Bookstore also partners with local food manufacturers. Bookstore’s beer was used by Loaf and Honey, a Winnipeg fromager, to make cheese. Also, the company’s beer was used by Mr. Biltong to make South African-style beef jerky.

The next chapter

Filbert’s dream to have a physical space to call his own may soon come true. “If things go as planned, I hope to open this year,” he said. Unlike most brewery taprooms that look similar to bars, Filbert wants “a different kind of thing.”

“I want to take over a café with small menu items, with fancy coffee, and my beers on tap,” he said. “And it will be a bookstore. Customers can read a book and leave it there. We will make a note of the book and page number, so when the customer comes back, they can pick up where they left off. COVID-19 killed a lot of bookstores. I want to get people back into them.”

All my beers are novel.

Parris Filbert, Bookstore Brewing

For Filbert’s bookstore taproom to come to fruition, he will require some regulatory changes. While the café bookstore will have a small pilot brewery, current regulations prevent him from selling Bookstore’s contract-brewed beer without paying high levels of provincial government mark-ups. That’s where groups like The Manitoba Brewers Association and Beer Canada can help.

“I’m just a one-man show. I’m a sales guy,” said Filbert. “I took a distinct financial hit to leave my career and do this, but it’s better to be happy and pinching pennies than well-paid and stressed and unhappy.” After five years, Filbert says new customers are still discovering his brand. A café will help give his brewing company a face. Despite Filbert’s modest claim that he’s not a full-fledged story creator, through Bookstore, he is actually writing his own story.

Bookstore’s beers are available only in Manitoba, at Liquor Mart, boutique beer shops and on draught in the Oxus Brewing taproom and elsewhere.

In November, the prestigious Siebel Institute of Technology brewing school announced that it will relocate from Chicago to Montreal. In a press release, the school confirmed the move was effective Jan. 1, 2026, but didn’t provide a date for when classes would begin at its new location.

The Siebel Institute is the oldest brewing school in North America. It was founded by German-born chemist John Ewald Siebel, Ph.D., in Chicago in 1868. It was originally known as the John E. Siebel Chemical Laboratory before being renamed the Siebel Institute in 1872, and it has called Chicago home since its opening.

The new location will be at 3035 rue Sainte-Catherine near the former Molson Brewery site in downtown Montreal. That site is part of a planned $2.5 billion redevelopment aimed at revitalizing the city’s downtown core, which will also include a public park and waterfront walkway, retail spaces and some 5,000 new housing units. Siebel Institute, which is owned by Lallemand Inc., cited changes in the brewing industry, rising operational costs and challenges obtaining student visas to enter the U.S. as reasons for the move.

“Recent regulatory changes in the U.S. have made it much more challenging for many of our international students, who have become the majority of our student body, to attend classes in person. This relocation of North America classroom operations to Montreal allows us to pivot without sacrificing the student experience,” Siebel Institute’s general manager and director of education, John Hannafan, said in the news release.

Montreal’s brewing industry reacts

Philippe Roy, vice-president of Beer Canada for Montreal, says he was pleasantly surprised to learn Siebel Institute was relocating to Montreal. Neither he nor his organization had any advance knowledge of the move.

He says he has seen two reactions from those in the industry. “The first was to say that it’s very good news…. It’s the oldest school for beer in North America, so their coming to Canada seemed to send a message that brewing in Canada is going well. But at the same time, we all felt that it was kind of normal … because we all feel that Quebec and Montreal are the cradle of beer in North America.

“In Canada, beer is still the number one alcohol beverage that people consume. We feel it’s a special beverage that can define Canada so we’re very happy about the Siebel Institute coming and joining us here in Montreal,” said Roy.

We’ll have access to high-quality training, and that will benefit all brewers in Canada.

Philippe Roy, Beer Canada

Marie-Eve Myrand, executive director of the Quebec Microbrewery Association, says she, too, was surprised to learn about Siebel Institute’s move. “We were not part of the decision or the discussion around that, but we were pleased to be informed,” said Myrand, whose organization lobbies government, promotes the brewing industry and provides production support to member brewers. “It’s a very prestigious institute.”

Myrand says the addition of the Siebel Institute to Montreal’s brewing landscape will help to make up for the recent loss of the brewing sciences certificate program at Bishop’s University.

The Bishop’s program was established by chemistry professor Dale Wood in 2015 and offered a graduate opportunity that blended chemistry, creativity and entrepreneurship. During its time, the program and its students helped develop more than 500 recipes, several of which were in partnership with Quebec-based microbreweries.

While it’s difficult to determine what kind of economic impact Siebel Institute’s move to Montreal might have on the city, Roy predicts it could have a huge effect on the brewing ecosystem, not only in Quebec, but across the country. “We’ll have access to high-quality training, and that will benefit all brewers in Canada. We already have schools that offer brewers education, but having one more, and one more here in Montreal, that’s giving brewers new access to highly qualified people [who] are going to work in their breweries,” he said.

It’s always good news for brewers to have an opportunity to improve knowledge and be at the top of the best practices.

Marie-Eve Myrand, Quebec Microbrewery Association

Myrand says the move will benefit brewers in Quebec and other parts of the country by creating a larger pool of talent to draw from. “It’s going to be very exciting,” she said. “It’s always good news for brewers to have an opportunity to improve knowledge and be at the top of the best practices. I think there will now be more opportunities for brewers to be part of that kind of improvement.”

Roy says he hopes to speak with someone from the school soon to work out the details of a scholarship that Beer Canada is looking to offer to students there. He is also anxious to learn more about the academic programming Siebel Institute will offer once its Montreal campus is up and running.

“I’m sure they’re going to want to adapt. It’s the same product, it’s still beer, but the Canadian way is a little bit different than what we see in the U.S. brewing industry, so I’m sure they intend to adapt their information to being in Canada,” he said.

Myrand is also curious about how Siebel Institute will adapt to its new surroundings, especially regarding the province’s language laws. “A good beer is a good beer. But being in business in Montreal, I think it’s mandatory to have an offering in French. It’s a very personal opinion, and not the association’s position, but I would find it [difficult] to have just an English version of all the information,” she said.

Beer continues to be the top choice for drinking-age Canadians, accounting for almost 36 per cent of all alcohol sold in 2024. Yet, its resilience is rooted in far more than sales data. Beer’s enduring appeal comes from its deep cultural roots, its authentic craftsmanship and the social psychology that makes it unlike any other beverage.

Beer is woven into Canada’s social fabric

Beer is the beverage Canadians reach for in their everyday moments. After a long shift, at the rink, around the campfire or while meeting up with friends, it’s democratic, unpretentious and approachable. There’s no right way to drink a beer. No script, no ritual, just connection.

Canadian brewers, both large and small, have built that emotional connection over generations. With 88 per cent of beer consumed in Canada brewed domestically, Canadians know that the beer in their fridge supports Canadian workers, farmers, maltsters, taproom staff and the local pubs that act as community anchors. Beer’s story is local by nature, and drinkers feel that authenticity.

The spectrum of choice keeps expanding

If the last decade has taught us anything, it’s that beer is not one thing, it’s hundreds. From crisp lagers to barrel-aged sours, hazy IPAs to non-alcoholic stunners, Canadian brewers have expanded what “beer” can mean.

Consumers are exploring more than ever, often trying different options within the same occasion, and brewers are rising to meet that curiosity with new flavours and styles inspired by global trends, a wave of premium and craft-forward releases, an expanding range of options such as low-calorie and low-carb beers, and a booming non-alcoholic category that is redefining what moderation looks like. This evolution has kept beer culturally relevant while attracting new drinkers who may not have connected with traditional styles.

Beer signals relaxation and togetherness

Ask Canadians what beer means to them, and you’ll hear a similar sentiment: it’s relaxing, social and instantly recognizable. People reach for beer when they want to decompress or spend time together, not when they’re trying to impress. It’s a drink that makes moments feel easy. When consumers want something approachable and enjoyable, beer is the default, something other categories can’t quite replicate.

Beer’s economic footprint reinforces its cultural staying power

Beer is also a quiet economic engine. The industry supports 149,000 Canadian jobs and contributes $13.6 billion to Canada’s GDP. That footprint ensures that beer remains not only culturally relevant, but economically vital. Another reason Canadians feel a sense of connection and ownership over it.

A beverage built for modern Canada

Beer’s future in Canada isn’t about defending market share. It’s about evolving with consumers while staying true to what Canadians love about it: approachability, craftsmanship, community and choice. From coast to coast, brewers are innovating, investing and finding new ways to make beer part of Canadians’ lives. Whether that’s a classic lager after a shift, a cutting-edge sour on a patio or a non-alcoholic pale ale at the ski hill.

Beer isn’t going anywhere. In fact, it continues to reflect the values of today’s drinker better than ever: local, authentic, diverse and proudly Canadian.

While the team will hopefully give their fans in the stands plenty of on-ice reasons to celebrate, they may also want to raise a glass to toast the suds in their cup. True North Sports + Entertainment, the hockey club’s parent company, recently installed a new, state-of-the-art treatment system to clean the lines that supply those tasty suds to the more than 300 beer taps located throughout the downtown Winnipeg entertainment venue.

The system, known as Draught Guard, is manufactured by a Milwaukee-based company of the same name. It uses a proprietary water treatment technology originally developed for the oil and gas industry to manage mineral fouling and biological growth and is now in use at health-care facilities, power plants and Fortune 100 companies across North America.

How it works is relatively simple. A control unit measuring five by seven inches connects to a signal transformer ring that is seven inches in diameter and wraps around the outside of up to 12 beer lines, which supply suds to the beer taps. The small unit emits a low-frequency radio signal throughout the entire line regardless of its length. The system then works in the background 24/7 to prevent the buildup of biofilm and calcium oxalate (beer stone) and provide protection of the product being served on tap.

What we do is we actually send that radio frequency into the beer itself. We use the conductivity of that beer to move the signal. That signal will follow the conductivity, the beer, the water, whatever is in that line, as far as it’s going.

Jackson Cosgriff, Draught Guard

Jackson Cosgriff, business development manager for the company, describes the Draught Guard unit as a “fancy a.m. radio” in terms of how it functions.

“What we do is we actually send that radio frequency into the beer itself. We use the conductivity of that beer to move the signal. That signal will follow the conductivity, the beer, the water, whatever is in that line, as far as its going,” he said. “Wherever there’s fluid, the signal will follow. That means downstream to the taps and the beer tower, and upstream to the keg as well. What that does is it makes it difficult for bacteria, biofilm, mould [and] mineral scale to actually adhere (inside the line). We’re putting a charge on all the particles that are in there and kind of making them behave. We make it difficult for that microbial activity to thrive and cling to the beer lines.”

Although the technology used in Draught Guard has been around for some time, it wasn’t until fairly recently that the parent company that developed it began to look at how it could be used in other industries, including the beer industry.

Draught Guard was launched in 2018, and soon after, the company began working with several major sports stadiums, breweries and brewing institutes to analyze and test how the product could work with draught beer. Several studies were conducted, including one commissioned by the American Society of Heating, Refrigerating and Air-Conditioning Engineers through the University of Pittsburgh that showed a 98 per cent reduction of biofilm. It remains the only non-chemical system to have passed to date.

Cosgriff and director of business development Kevin Brauer say the beauty of the Draught Guard system is that it can dramatically reduce the amount of time and money users spend on cleaning draught lines compared to the traditional method of flushing a caustic or alkaline chemical through the line using water and a recirculating pump. The chemical cleaning method requires users to clean their draught lines every two weeks.

By comparison, those same lines need only be cleaned every 12 weeks using the Draught Guard technology. That means far less beer has to be dumped (about 85 per cent less) when the lines need to be cleaned and staff can be deployed to other tasks. There’s also a huge sustainability component to Draught Guard, Brauer says. As the lines using the system only need to be chemically cleaned four times a year compared to 26 using more traditional methods, far less beer, chemicals and CO2 are being dumped into the sewer system.

Best of all, the radio frequency Draught Guard uses has no impact on the composition of the beer going through the draught lines. If anything, it helps to preserve the original flavour profile of the beer that is being poured. “Draught Guard will not have any effect on the inherent flavour or nature of that beer. There’s no vibration. There’s no actual changing of the technical chemistry of the beer,” Cosgriff said, adding that a draught system’s taps and couplers, which attach to kegs, must still be routinely cleaned since they come into contact with oxygen. “Basically, it allows the beer to taste more like itself and not become degraded because of biofilm and beer stone that might clog the line.”

Chris Milton, senior manager of logistics and procurement for True North, says his company first learned about Draught Guard during a conversation with the food and beverage team at Madison Square Garden in New York. They did some follow-up investigations and were so impressed by what they learned they hired Draught Guard to install 32 units at Canada Life Centre in July 2025.

“Having over 300 beer taps throughout the building, we thought it would be the perfect addition to our already extensive beer line cleaning schedule,” he said. “Cleaning the beer lines is a process all in itself, and by installing Draught Guard, we maintain the highest quality possible when it comes to the product we are serving our guests. We are always looking to enhance and elevate our patrons’ experience for every event they attend, and we are excited to say that our draft beer system is continuing that process even after the Winnipeg Jets have left the ice, the concert has loaded out, the staff have gone home and the lights are turned off.”

Canada Life Centre is one of two high-profile Canadian sports venues to turn to Draught Guard. The company has also been working with the team at Rogers Centre, home to Major League Baseball’s Toronto Blue Jays, where its system has been installed at a growing number of bars and concessions stands.

The Draught Guard system is relatively easy to set up, regardless of the size of the venue where it is being installed. The control unit can be mounted on nearly any wall or surface near where the draught lines run. The only caveat is that it must be near a power source where it can be plugged in. The unit is then connected via a cord to the signal transformer ring that wraps around the draught lines to send the radio signal through the line and is secured in place with a hose clamp. Each unit takes about 15 minutes to install.

“We don’t actually have to cut or splice or remove any of the existing infrastructure. Any retrofit application, which is a majority of what we do, we install onto existing draft systems, like we did at Canada Life Centre,” Cosgriff said, adding the only challenging part of the installation process can sometimes be the organization of any excess cord.

In the case of Canada Life Centre, it took less than eight hours to install all 32 Draught Guard units required to complete the job. Brauer and his crew have nothing but positive things to say about their experience of working with the team at True North. “They were great: very prompt, timely and they didn’t waste time, which was very much appreciated on our end,” he said. “They were also very enthusiastic. It kind of goes without saying we want to work with people who want our product. It goes to show when they’re just as excited, if not more excited than we are to show up and to do the install, that’s a good thing. They’re trying to increase and bolster the fan experience, and they definitely saw value in our product.”

Milton says True North has been pleased with how the Draught Guard system has performed to date, adding it requires very little attention outside of regularly checking its monitors to ensure it’s performing the way it’s supposed to.

“Since the initial install we haven’t had any issues when it comes to the equipment, and all of the 32 units in the building have worked flawlessly with no breakdowns or interruptions to our daily operation,” he said. “We have some beer lines in the building that are travelling over 300 feet from the beer keg cooler to the taps, and the Draught Guard system works perfectly with these long runs. Also, by extending the line cleaning, we are using [fewer] chemicals to clean the insides of the beer lines, which is great for the environment as well.”

Cosgriff and Brauer are both excited about Draught Guard’s potential for continued growth. The company has entered into a partnership with Perlick, one of North America’s largest beverage refrigeration and dispensing companies, that will see Draught Guard installed in all new Perlick manufactured draught beer systems. They also see plenty of opportunity for the company to expand its footprint in terms of the Canada draught beer landscape.

“We would love to,” Cosgriff said, laughing. “Draught beer is extremely popular in Canada, just as it is down here in the States and with keg costs being that much higher in Canada, it’s certainly an opportunity where we can provide that much more value. We’re exploring a couple of different routes of distribution and partners that we can work with, and that’s definitely something we’re aiming towards.”

Interlake Brewing Company offers a range of craft beers and runs a popular brewpub in Gimli, about 90 kilometres north of Winnipeg in Manitoba’s Interlake region. Located a stone’s throw away from Lake Winnipeg, business at the brewpub is always brisk during summer, but less so during the winter months, as one could expect in a tourist beach town like Gimli.

The young married couple who owns Interlake Brewing, Graeme Maclean and Kristin MacCary, have come up with innovative ways to embrace winter, not only to bolster their business, but also to help support their community. This includes seasonal beverage offerings, fun activities like outdoor curling and tapping into Gimli’s reputation as an ice-fishing mecca.

“The advice we got when we first opened was just close down in the winter, like what a lot of businesses here still do. We don’t want to do that. We want to be part of the community all year long, just like many of our customers,” said MacCary. “Winter is longer than summer, so we really need to lean into the off-season. Offering community-driven events and experiences and giving people something to do, not just something to eat or drink, is a huge component of our business that people here need in the winter.”

Rooftop attractions

One of those experiences has been outdoor milk jug curling, a winter activity where frozen milk containers replace curling stones on a sheet of ice. Last winter, MacCary and Maclean decided to keep the brewpub’s rooftop patio open year-round and built a small ice sheet for customers willing to give milk jug curling a try. To ensure their safety, patrons didn’t step onto the ice itself, but instead either tossed the milk jugs or pushed them out with a broom. The curling proved to be a big hit with patrons.

“We definitely had a lot of people coming in just to check it out, and they had a blast,” said Maclean. “People were saying, ‘Well, there’s nothing more Canadian than curling above a brewery next to a frozen lake.’” The curious included out-of-town tourists, many of them avid ice fishers from south of the border. “People who perhaps didn’t have any experience curling were interested in trying it, and this was a way for them to kind of see what it’s about in a fun, relaxed way,” said MacCary.

The patio at Interlake Brewing also featured some novel ice bars constructed out of winter snow accumulating on the rooftop. “We had quite a bit of snow last season, so we were able to push it around and sculpt it into a few different things,” said Maclean. “We placed several of them around the roof, so people could stand and socialize in different areas up there.”

The ice bars were a convenient place for patrons to set their food and drink while trying milk jug curling or just taking in the view of the interesting goings-on on nearby Lake Winnipeg. “You’re overlooking the lake and see a village of ice fishing shacks on the ice and lots of snowmobiles whizzing around and all that stuff. It’s just a really nice atmosphere,” said Maclean.

The outdoor patio attracted folks angling for pickerel underneath the ice as well as snowmobilers traversing trails on the frozen lake. “We are in a prime location for them to hop off the ice and come in to get a drink or a snack and warm up for a bit before they go back out,” MacCary said, adding many snowmobilers opted for the rooftop because it meant they didn’t have to remove their heavy gear. “Especially on a nice day, if they’re dressed for it, they almost preferred to just eat outside,” she said.

Interlake Brewing is keeping its rooftop patio going again this winter and plans to create the curling rink again, weather permitting. Like last year, the patio features a heated covered area as well as heated washrooms to help keep customers comfortable. Maclean says frigid winter weather common on the Prairies can make it challenging to operate an outdoor venue, which is why the rooftop patio was only open during milder periods last season.

“It gets to be pretty complicated, with the weather the way it is. If it’s going to be brutally cold, there’s not a whole lot we can do,” said Maclean. “In winter, you have to be flexible and ready to adapt. That could mean moving furniture around or bringing in extra staff, if the weather suddenly improves and it turns out to be a gorgeous day.” MacCary added, “You can’t really trust the weather predictions, so we always have a backup plan.”

Leaning into ice fishing

Interlake Brewing’s strategy of embracing winter also involves ice fishing, a strong ecotourism attraction that seems to grow every year as Gimli’s reputation for fishing excellence spreads.

“It’s a lot of locals who’ve been doing it out there a very long time mixed with a lot of travellers, people from the United States or other parts of Manitoba or other provinces, coming in and experiencing some of the best ice fishing you’ll find,” said Maclean. All those people and their ice fishing shacks form a veritable village out on the ice, complete with cleared ice roads and road signs.

“We have some time on our hands in the winter. It’s not like the summer, where it’s go, go, go. We were brainstorming some ways to have some fun [in] the winter. Curling was one, and ice fishing is just such an obvious complementary opportunity for us,” said Maclean. “In the winter, it really is the fishing that keeps this place moving. Foot traffic in February would be pretty much non-existent if ice fishing wasn’t such a major component of the culture here,” said MacCary.

People were saying, ‘Well, there’s nothing more Canadian than curling above a brewery next to a frozen lake.’

Graeme Maclean, Interlake Brewing

Maclean and MacCary started catering to the ice fishing industry in earnest last winter, when they chose to set up a place where people could buy bait and other supplies. “We opened a retail store in January and had live minnows for sale. That was a new product that we were able to offer, realizing what a boon the ice fishing brings to this town and us being in a position where we are the closest business to the ice offering live minnows,” said MacCary.

“As soon as the word got out, people were coming in at all hours looking to get minnows from us. We also sold hot coffee, fresh sandwiches, snacks and basic fishing gear that people could grab on their way out to the lake.” Maclean and MacCary also decided to use the business’s branded minivan to deliver provisions right out to the ice fishing village. “Everybody seemed to really appreciate the fresh food. It added to their experience to get hot, beer-battered pickerel while they’re fishing for pickerel,” said MacCary.

“We think it’s this kind of stuff that is really authentic to this place in particular.” Maclean added, “Lake Winnipeg is one of the biggest sources of pickerel in the country, so it’s been really fun to highlight that in our menu.” The brewpub will be among the local vendors providing food and drink offerings during Gimli Ice Fest, an annual event held the first weekend of March that celebrates the community’s culture and distinctive approach to winter.

Interlake Brewing continues to look at ways to expand its winter-centred offerings. One is setting up its own branded ice fishing shack for the season and utilizing it during Gimli Ice Fest and other key weekends. Another is a “Winterlake Weekend” event was planned for January to feature fun activities, live music and food and drink specials. “Think of it as a chalet party, Manitoba-style,” said MacCary.

Interlake Brewing recently purchased the building where it was leasing space for its brewpub. It includes a three-bedroom residential suite, which Maclean and MacCary plan to use as an Airbnb rental unit, enabling the business to continue growing its brand while expanding its offerings. “It’s perfect for families and groups, and we will be creating packages that include the ice shack rental, brewery tour, etc. We have lots of big plans on the horizon now that we have control of the building,” said MacCary.

Winter sports like hockey are another important aspect of Gimli’s culture, with large contingents of players, coaches and parents regularly descending on the community to participate in tournaments. MacCary and Maclean strive to tap into that by getting the word out to teams and parents that their brewpub, with its ample space, family-friendly atmosphere and wide diversity of food and drink offerings, is a great place in town to come and eat.

Building partnerships

Interlake Brewing’s owners believe there is strength in numbers, which is why they’ve been busy forming partnerships with other Gimli businesses aiming to make the most of winter. The goal is to provide more events and attractions that benefit residents and visitors alike once the summer crowds dissipate. MacCary, who recently joined the board of the Gimli Chamber of Commerce, says one example is a pub crawl following the town’s annual Christmas parade in December that she helped organize.

“It hasn’t been done before, and it’s something I think the other bars may have been reluctant to do in the past. We thought, there are five bars in town, so why not do a pub crawl and get everyone involved?” said MacCary. “By collaborating this way, we can all benefit. I see a lot more potential for that happening in the future. I think we’re all really excited about pumping business up in the off-season.”

The advice we got when we first opened was just close down in the winter, like what a lot of businesses here still do. We don’t want to do that. We want to be part of the community all year long, just like many of our customers.

Kristin MacCary, Interlake Brewing

Interlake Brewing emphasizes local ingredients in its beer-making, and in November, it teamed up with some like-minded craft breweries for the inaugural Forage Fest, an event hosted by the brewpub aimed at boosting winter tourism in Gimli. For the event, Maclean and MacCary, and seven of their brewing industry friends, showcased beers inspired by and including flavourful ingredients that can be foraged in Manitoba, like spruce tips, highbush cranberries, chaga mushrooms, saskatoon berries, dill and others.

“I think it’s good for the craft beverage industry, but it’s also good for the town because it’s bringing in a lot of people who perhaps only think about Gimli as a summer town and don’t think about it as having a lot going on otherwise,” said MacCary. “People seem pretty excited about it. We can see how it could grow in the future into being a full weekend event and maybe getting some other businesses to lean into this theme as well.”

Like many craft breweries, Interlake Brewing produces seasonal beer offerings that broaden taste experiences for their customers. Night Walk, a porter introduced last winter, is on tap once again, and Maclean and MacCary are also hoping to unveil a new strong, dark Scottish ale befitting the season later this winter.

The brewpub also offers a slate of classic warming cocktails, such as apple cider with cinnamon whisky, or hot chocolate or coffee with Irish cream liqueur, for customers coming in from the cold.