E D I TO R ’ S M E S SAGE
Beer & Cider
I want to start off by congratulating
everyone in industry on their
perseverance through what was one
of the most trying years in recent memory.
Everyone should be filled with immense
pride for how industry responded to the
initial onset of COVID-19 last March. Now,
almost a year into the global pandemic,
there seems to be a glimmer of light at the
end of this long tunnel with the national
vaccination campaign underway. Of course,
it will still be quite some time before a full
return to the “old normal.” However, it is
encouraging – almost inspiring – to know
that by year’s end this dark tunnel we’re all
in could be a spec in the rearview mirror.
It became evident last year that
businesses of all sizes require a strong
digital presence and e-commerce option
to continue reaching their customers,
particularly when the ever-evolving
restrictions regarding COVID-19 change
with seemingly little advance notice. Poured
Canada caught up with two firms to get
some great tips and considerations for
creating an engaging web presence for your
customers. That story starts on page 16.
There is a sector of industry that hasn’t
received much attention in these pages, but
is continuing to gain market share: cider.
Flip to page 20 for Mark Halsall’s article
with the Ontario Craft Cider Association
(OCCA). It’s an engaging discussion on
Ontario’s taxation polices that OCCA feels
are creating an unsustainable market. In
future issues we will be providing more
coverage for our cider sector friends.
Perhaps with the increase in cider
production, Niagara College will create a
dedicated cider program to complement
their current industry program offerings.
Did you know they offer a complete training
Poured Canada Editor
WINTER 2021 | VOL. 3 NO. 1
701 Henry Ave.
Winnipeg, MB R3E 1T9
President, Jeff Lester
Publisher, Jill Harris
Sales & Art Director, Myles O’Reilly
Editor, Lindsay Risto
Senior Sales Executive, Quinn Bogusky
Senior Sales Executive, Darryl Sawchuk
Sales Executive, Allan Merluza,
DESIGN & LAYOUT
Senior Graphic Designer, John Lyttle
Advertising Coordinator, Leticia Abas
Online Media Designer, Mark Aquino
Administrative Assistant, Maryanne Li
© 2021 Lester Communications Inc.
All rights reserved. The contents of this
publication may not be reproduced
by any means, in whole or in
part, without the prior written
consent of the publisher.
The opinions expressed by the
authors and/or editorial sources
contained in Poured Canada magazine
are those of the respective parties
and do not necessarily represent
the opinion of the publisher.
Publication Mail Agreement #40606022.
Return undeliverable Canadian
701 Henry Ave., Winnipeg, MB R3E 1T9
Printed in Canada.
Please recycle where facilities exist.
ISSN 2563-1241 (Print)
ISSN 2563-125X (Online)
Beer & Cider
winery, brewery and distillery? It’s a unique
educational experience for those new to
industry and those looking to refine their
skills. Find that article on page 25.
As this is our annual beer issue, I would
be remiss if I didn’t direct you to page 4 for
our brewery profile with Alley Kat Brewing
Company. This staple in Alberta’s craft
brewery scene is under new ownership and
despite taking the keys in February 2020,
the new owners are adjusting quite nicely.
Also, be sure to check out our book
review on page 40 to learn about Tapping
the West: How Alberta’s Craft Beer Industry
Bubbled Out of an Economy Gone Flat by
As always, I hope you enjoy this issue
of Poured Canada and if you have any
comments or feedback on how we can
make Poured Canada serve you better, I’d
love to hear from you. Our gears are shifting
to our annual distilled spirits issue, so
please let me know if there is any coverage
you would like to see included in those
pages. Finally, don’t forget to follow us on
Facebook and Twitter!
Again, best wishes for 2021,
2 § POURED CANADA § www.poured.ca