2019 - Polk's Thoughts and Hopes

With 2018 starting it's fade to black, I return to my tradition and look forward to what the coming year may bring for Ontario Craft beer. I have no inside knowledge, nor am I by any means an expert on anything but my own palate and observations, I am just a guy who really loves the community and of course, the beer. 
  The following thoughts are perhaps best described as hopes, dreams and a little reality as the calendar surges forward and craft beer grows and matures along with us as consumers.
 Predictions, thoughts and a little look into the mirror as we begin 2019.
1. All beer is Local
  Well of course it is Polk, everything is local somewhere. While this is facetious but factual, the point I have come to make is that it will become even more hyper localised as we go forward. with the exception of the strong regional breweries (Great Lakes, Muskoka, Amsterdam, et all), the future of the smaller, nano and micro breweries will be in serving their communities and the surrounding environs with both liquid and social refreshment. Not a large economic concern but rather a smaller, more sensitive to the seasons and the ebb and flow of the population around them, these breweries will do well to serve as both touristy beer destinations and hubs of local activity. From hosting their own events to bringing in civic organizations for fundraising nights, these breweries will do well serving the immediate area around them, encompassing small town bars and restaurants with an eye to the bottom line as many will have to stay small to maximize profit but perhaps also provide a nice life for the owners/brewers and a dedicated staff.

2. It's in the Mail
  While a nice chunk, about 20%, of Ontario Craft brewers offer online sales and home delivery through Canada Post, the majority have yet to seize on this excellent resource for getting their beer into the hands of consumers far away. Part of the problem is the need to build the website to handle the ordering, which without an in-house option could be an expense not worth its creation. packaging and what to offer online are core questions as well as what the market will bear when it comes to the dreaded shipping charges. Minimum orders or even a lack of interest in the product outside of the immediate environs will also be deal breakers for many small brewers. As with the LCBO or Beer Store, the online sales provide a secondary revenue stream which can provide much needed income to an out of the way stop. The larger brewers who have extensive listings at the provincial level stay away from this, with a few exceptions like Sawdust City and my own hometown Collective Arts, simply because I imagine they just can't justify the need to add to an already heavy sales schedule. Perhaps I am reaching but I see a continuing rise of online sales with the most sought after and unique offerings driving those brewers profits higher and leading to an even larger footprint without the traditional sales plan.

3. Your Unique and I want You
  The rise of the Whale is always part of any expansion of great craft beer. Some magical genius with hops and barley hits the jackpot with their ability to create the next big thing and people all over are clamouring for it. Be it a far away location from the big urban centres, a small production or just the sheer purchasing of
a brewery's fans who scoop up every release in copious amounts whenever a new or returning favourite hits the fridge. While the envy will always be there for some, the larger population of craft beer drinkers nod their heads and then go to their local favourite for what they would tell you is great beer no one knows about. These highly regarded and much sought after beers come from all sizes of brewer and will make for special road trips and beer mail but at some point, if people can't get your beer, they will move on to what they can.

4. Craft Beer Stores
  The holy grail and be all, end all for enthusiasts is the belief that someday we will get "our own" beer stores filled with every imaginable release from all the best Ontario craft brewers. While someday this may be true and we can all rejoice at the prospect of knowledgeable staff selling beer at the proper temps with glassware and pairing advice, I wouldn't hold my breath. The best bet is a consortium, like the Ontario Craft Brewers association and their members getting a few licences to open boutique stores. These would most likely be located in already busy urban markets and despite a wish from some, the LCBO will continue to administer the sale of beer within the province. Cross selling or regional stores would be a little easier to fathom as most brewers have fairly friendly and close relationships with their close by neighbouring breweries and this could be a much more doable option. But for the near future, it is the Grocery store and LCBO which will continue to be the only outlets outside of the brewers walls where people can physically pick up the product.
  But still we dream and hope...soon.
5. The Haze Craze Continues or The Chronicles of Dank
  Every year I say it is going to be a resurgence of lagers and pilsners with low ABV beers coming in hard...and every year I am still surrounded by the love and search for big old juicy, hazy and tropical dank hop bombs. While the mass market still is dominated by Bud Lights and the like, most of the people I know who drink craft beer are either in search of the latest New England style IPA or something of the like. Hazy is a descriptor but it is the soft citrus pithy bitterness to go with that dank pine that brings the most joy to those who love them. The other side of that coin is my dark and slow sipping friends who pursue barley wines, bourbon, rum or cognac barrelled beauties to enjoy and warm the sub cockles of their hearts with. No doubt the market exists for crispy bois and clean pils but make no mistake that the ever growing craft beer world is still deep in the grips of all the hops.
  The Haze remains the same.
6. How deep is our love?
  With around 300 brick and mortar breweries operating in Ontario and even more in various stages of planning, this province of 10 million plus people is either under or over saturated depending on who you listen too. Peak Craft beer, to steal a phrase, is perhaps the biggest fear for anyone thinking of getting into the game and wondering if there is room at the tap handle. While I have already talked about the hyper-local focus of a lot of new brewers in Point 1 today, I see trouble for some places as the knowledge and sheer number of consumers rise. We have begun to see people turn from beer that isn't good, not well thought out or rushed to market. There will always be a segment that will never be critical of anything for fear of upsetting their local brewer, but if we are to continue to see expansion on par with what the last 3 years have seen we need to begin thinking and buying with an eye to supporting those who are making it worth our dollars.
7. A Larger Tent
  While this one probably needs a deeper look and is something I promise to do as the year moves on, I would be remiss if I didn't talk about why it is important for us to make a bigger door and be far more sensitive and inclusive when it comes to craft beer.
Just as we wish to be part of drinking something that is different and better than when we drank Coors or Molson Canadian, we must also look at how we welcome those who seek to make the world itself better. While I am not really qualified to talk about diversity or inclusivity, I feel like I have to continue to push the envelope and help or encourage those whose voices are being raised and need to be heard. We want craft beer to be a place where everyone feels like they belong and that begins with standing up for what is right and being an ally to those who seek that truth. I think 2019 will continue to see people try to open doors and make craft beer the truly special place we see it can be. But the work remains and vigilance will be needed to keep those who seek to muffle or silence criticism and serious conversation about change. Arm in arm we go forward and that will be our strength.
  A good place to start is with my friend Ren over at Beer.Diversity., the good ladies at The Society of Beer Drinking Ladies or even Hamilton's own Iron Beer Maidens. Look for local groups and breweries who are doing things right and support them with your dollars and your voice.
8. Buy-Outs, Sell-Outs
  For the most part, since Mill Street sold to Ab-Inbev in 2015, the Ontario Craft beer scene has been relatively quiet when it comes to "selling out". Whether it is a lack of options or just people standing firm on sub par offers, it has been a peaceful period when it comes to the mergers and acquisitions of our favourite breweries. With the exception of a few contract LCBO SKU buys made by Lost Craft, the odd purchase of Grand River by Magnotta and All or Nothing taking on Trafalgar, there has been little action. I am sure some sniffing around has been done and who knows, this year may see a shocking purchase but in my heart, I can't see it being anyone but the few "lifestyle" brands who always seem to be looking for a big payday anyway. Ace Hill continues to defy my predictions of being a perfect fit for Molson/Coors and perhaps it is the coming attempts at cannabis related beer that has the big boys focus.
  The craft beer portion of the market approaches somewhat of 10% and that has to have someone's attention but perhaps I'm still tilting at windmills here...
9. Do you like my #beerselfie?
  While I know I am often a social media tidal wave and live very much every day out in the open, there is a rising tide of new and more talented photographers, writers and video lovers out there who just need a little encouragement to join our cause. I continue to help push them forward and despite the fact that there are a few who wish they alone could be the "voice" of craft beer, the truth is many voices are needed to help raise the chorus and that in numbers we truly have strength.
  Every picture or story about craft beer helps to widen our reach and as more people join us, we can help craft the narrative. We can start to control the future and ensure that the vision of  a better world with craft beer leading the way happens. 
  Not everything of course is hunky-dory when it somes to social media and craft beer. Some still use sex to sell and achieve followers/likes, some try to court controversy for the sake of controversy and we all need to be aware of beer shaming our friends and family online and in real life.
The boobs, butts and muscle crowd will always exist in any form of media, so it is up to each person to decide what they feel is right for them.
Being an asshole about beer or anything only goes so far and while I too can fall into the trap of negative vibes, I will do my best to try to be more Beer Positive myself in 2019.
And finally, let us do what we can to help reduce beer shaming as the year goes on. Sure we want more of those around us to join us in enjoying the amazing things we are getting, but making fun of or calling them out for making poor choices when it comes to their beer only reduces the likelihood that they will ever feel comfortable trying something new. We all started somewhere and maybe we would do good to remember that. Be a guide and a friend, not a gatekeeper who sneers at those they feel are beneath them. Expand the love and make it easy for folks to feel comfortable joining the community and you will see us grow.


  There you go my friends, 9 things I think could happen or that we can work at to make better in the coming 365 days. I'll be doing my best to help spread the Gospel according to Craft and hope you will join me as we delve headlong into what is sure to another year of beautiful beer, new friends and experiences that will help shape the stories we tell when once again we gather to look back.

Cheers!
Polk