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

2018 - 5 Things to think about

Gazing deep into my hazy tulip, Jinx ponders what's coming up for 2018

  We spent the last week looking back at 2017 and what was an absolutely amazing year of beer in Ontario. Time now to leave the past behind and look forward to what is coming in 2018. My annual prognostications come from the heart and a little from my mind, I give you my best guess at a few things I see happening. These are  the trends I hear and read about that keep me on my toes for a future I can't wait to see.


1. Lager me up with a side of Pilsner
  The trend towards hazy juice bomb IPAs will not dissipate in 2018 but there will be a trend toward more accessible and lower ABV dry hopped Lagers and Pilsners. While there are a handful of them on the market, there is room and I believe, a demand for more. People new to the community, others tired of increasing IBU counts and looking for a refreshing, slightly hoppy brew will clamour for these hybrid styles. Giving more punch than your average lager or pilsner, they also serve as gateways to craft for a macro drinker looking to cross over to better beer. The Pale ale is still a little too bitter for most of the people I have encountered in this category and with an ever expanding choice, brewers will look to capture this segment as it could represent one of the fastest growing in the market. Look for more dry hopping and then unfiltered as the year goes on, gotta ease some folks into not having a clear Coors Light-like glass of beer over time. Having a beer that tastes like "beer" but still having more than a macro lager can offer is just what we hear and the breweries will be smart to answer. Cameron's Brewing 12 Mile IPL and Redline's Kollision Lager were excellent examples from 2017 while Clifford Brewing's latest East Hamilton Lager will help open the new brewery with a beer for everyone.


2. Shortie Cans are here to stay. Hooray!
  The trend toward shorties picked up steam as 2017 rolled along and the 355 ml. can has begun gaining adherents as brewers big and small find the market growing for this truncated but still tasty format. Whether it is a 6 pack of Muskoka Brewing's Mad Tom to take to the lake or Rainhard or Merit Brewing's special releases so you can try a few different brews, this smaller can has many advantages over the Tall Boy. For a guy like me who wants to try as many as possible, it's a godsend because it gives me beer for reviewing but doesn't get me knackered after 3 of them. It is great for tossing in the cooler for the yard or bringing to a party, the format still good for splitting with people new to the craft at a tasting if it's only a couple of you. There are concerns from a pricing standpoint, often these cans can be more expensive per ml. than their larger format cousins and the LCBO seems partial to the 473 ml. can from a shelving and storage standpoint. I would love to see more mix sixes of this size available at the brewery, a la Tooth and Nail or Godspeed, it makes for a better way to taste all the offerings your brewery has to offer without breaking the bank with $16.00 500 ml bottles.


3. You've got (beer)mail!
  In the age of online shopping, this one seems like a no brainer, but the logistics and technical aspects of offering their beer to consumers on the Net still keeps many Ontario brewers out of the home delivery game. According to the industry's leading website Ontario Beverage Network, there are 21 out of 242 operating craft brewers that have online ordering and even some of those are still only local or limited in their offerings and delivery area. While this is less than 10 % of the whole, December saw almost half of those come online as the year closed, pointing towards a trend I predict will approach closer to 30 % by the end of the 2018. Not all brewers will want to get in the game, some too big to bother, others keeping things small and local or just trying to keep up with what goes out the actual front door to even think about filling orders from away. But the ones who are making great beer and shipping it across the province will find themselves rewarded with a marketplace that just can't get enough beer mail and loves to show it off on social media. Look at the rollout of Dominion City Brewing's or Left Field Brewery's online shop and the subsequent explosion of their great beer across all media platforms. They make some of the best beer in Ontario and now even more people will have access to it and help spread the word. I hope they have more fermenters coming because it is going to be a busy year.
  Mail order beer of the month clubs had an early head start but people want more control over their craft beer selections and the rising tide of Craft Brewers going online could threaten this niche of the market. Whether they survive will be in large part decided by their ability to get unique offerings from their partner breweries that are only available to them or at the physical brewery. Time will tell on this one but I have no doubt that our thirst for great beer and the ability to order online is just beginning.


4. Small Town Resurgance
  Many of our craft breweries in Ontario are located in the GTA (Greater Toronto Area) and it's immediate surroundings. This is neither news nor surprising as this is also where the majority of the residents live, clustering around the hubs of production and commerce for jobs, homes and shopping. If you spend a little time on the OBN Map however, you will see the outer landscape dotted with more and more craft breweries. Whether it is local homebrewers, returning sons and daughters with a dream or a well placed investment for a smart business minded person, small towns are part of the future of the industry. Local and loving it will be the mantra for a large portion of these small batch brewers, catering to a clientele who's loyalty will be found in honest and simple beers at first but will be open to trying anything once they come to know the quality. Using local ingredients will also be a focus for these breweries, establishing relationships with local farmers and making sure to support causes that still matter in small towns across the province.
  Little will be made of trying to get into the LCBO and the main focus will remain local pubs and restaurants with a spotlight on becoming a destination for road trips and special events. I think the trend toward these micro and nano breweries will be part of what drives the growth just as much as the larger or more well known craft brewers we have now. Everyone wants a local brew pub to hang out in and brag about so there is a lot of room for growth. Stoney Creek could use a little good beer love and just happens to be where I live if anyone is looking....


5. Bye-Bye...
  The macro beer behemoths were relatively quiet in Ontario in 2017, the industry too hot for their liking or maybe things just didn't fall into place for in time. I have no inside knowledge, nor do I hope I am right in this one, but I just have a gut feeling that a few of someone's favourite craft brewers may disappear into the wormhole that is the "sellout". We talk all the time about whether it is really just about beer or is it about more than that. The shop local movement is big but for most beer drinkers we stop at just that and still patronize large corporations for everything else from groceries to clothes to cars. The macro companies have been smartly keeping their hands clean and for the most part leaving their purchases to run as separate entities inside the corporate sphere. There will of course be accountability but these guys (and it's almost always guys) who run these multi billion dollar, trans-national companies didn't get there by being stupid. They create brands within brands and it's convoluted nature fits well with the explosion on the shelves and fridges of the LCBO and Beer Store.
  Having noted that and trying to remain open minded when it comes to beer from former Craft breweries, a la Mill Street and Unibroue, I must say that I am not alone in feeling slight changes to the beer but it isn't like they just forgot how to make good stuff. Many craft beer drinkers remain loyal more to an ideal than a brand in many cases and it is increasingly rare to see these former craft darlings in all but the most die hard of fans.
  The time seems ripe for something to happen. It has been too quiet for too long and with their market share falling, you can bet the boardrooms of the big boys are buzzing with plans, offers are coming and for someone a big payday is coming. Where will you fall when it happens to your favourite brewery? That is a conversation I hope we don't have to have anytime soon.


Final Thoughts
  I could go on about the bretty, funked up beers making a splash this year, the growing destination brewery trend, the one off releases that are beginning to generate U.S. like lineups and the hoarding of beer out of fear or for trades. There are a lot of good things coming as the Craft Beer market gains even more traction and I know I will be visiting those topics, the one's above and many more as 2018 goes on. One thing I have learned is that there is always something for us to talk, rant and rave or gush about as the breweries we love start up their releases for another year and that is a very good thing. The more we talk, the better the buzz and the more people get interested in craft beer. A  rising tide raises all boats, just make sure your ship is headed in the right direction once we hit the open water.


 Cheers!


Polk


   

Three Craft Beer Thoughts on 2017

I'm not much of a prognosticator, leaving that to those who've been around the beer industry a lot longer and with more contact to what's coming down the pike. But I have been noticing some things and thought I'd share them with you because I always let my friends in on whatever happens to cross my path. Three things in particular have been floating around my mind for the last week or so and it has to do with the growth and direction of beer in this province.

Milkshake IPA's

I have noticed a newish trend coming from the west coast and decided to look a little deeper into the adding of lactose or milk sugar to ales, particularly IPAs. A brief history of the creation of the Milkshake ale by Pennsylvania's Tired Hands Brewing can be found at Punch Drink, but what we are starting to see coming from Canada's original craft beer scene in British Columbia is a hazy, silky smooth, IPA that has me intrigued. I have a few pals on the coast and have been following the slowly growing movement of these beers. Is it a matter of time before the juggernaut that is Ontario Craft Beer begins to experiment and put out this twist on the ever so popular India Pale Ale? We chase the hoppy dragon with higher IBUs and bigger, bolder bitterness but is the time coming where we see a smoother, yet still bitter style of this industry leader. There is little our local craft brewers won't try and experiment with and I think by the fall, we may see a few Milkshake IPAs come on to the market. Failing that, maybe I'll send a few of Ontario's best to my pals on the Left coast and ask for some of these hazy interlopers in return, in order to see what all the fuss is about. Science, my friends, is what it is all about. Keep your eyes peeled to see if this trend migrates east.

Expansion or Consolidation?

Late in December 2016, Ontario crossed the 200 bricks and mortar brewery threshold and that is quite rapid growth in the last few years. While there are many more new micro and nano breweries slated to come online this year and an ever growing list of contact brewers trying to shoe horn their product onto the shelves at the LCBO, I always wonder what the upper limit is before we are saturated. So far, most of the brewers seem to have found a dedicated local following, especially in the smaller towns where the one or two bars serve macro lagers and the breweries tend to place a premium on being both a place to get beer and a social hub. Many of them form clubs and hold events within the brewery (i.e. running, yoga, paint nights) to help connect to their community and it is this kind of place that will continue to grow their business as well as their footprint in my opinion. Being a part of the larger community not only raises your brand awareness, it connects your beer to more than just a drink, it makes it a part of peoples' lives.

While there are some who have gotten into brewing or contract brewing to take advantage of the current explosion and clamour for better beer, I can only hope that time will help shake the pretenders loose from the world I have come to know and love. There are real and passionate folks who want to make a living brewing beer, but also want to be part of something bigger than themselves; working tirelessly to bring amazing and well crafted beer to your glass and it will inevitably be we, the consumers, who direct the growth of our local brewers.

I don't think we've hit the top of the bubble yet, our love affair with craft beer is just beginning in many cases and while the time may come for consolidation and market corrections, I don't think it will be soon.

Does the size of your bottle matter?

One thing I think we will see for sure is the rise of smaller can and bottle sizes in 2017. The ubiquitous Tall Boy is favoured by most because that is what the LCBO finds easiest to carry. But there is a growing trend of craft beer drinkers towards the 355 ml. can or bottle. Many want to grabbed a six pack of their favourite craft beer to stick in the fridge and I think the brewers will respond in kind. Anderson Craft Ales in London opened last year and that was how they made their offerings available right from the start, along with, more recently, Descendant's in Kitchener and Side Launch from Collingwood with their Mountain Lager. There are others moving into smaller serving sizes and it is a trend worth noting. Collective Arts in Hamilton have long offered most of their core brands in 6 pack bottle format and they make an easy grab when heading to a party or poker game. While I personally love grabbing a mixed bag of tall boys and I am certain that will not change, I think you will see more of a mix of offerings size wise as the year goes on. As always, consumer demand will direct the market and with the growing number of beer drinkers coming to the craft side, we will see which way the can goes.

Another development worth noting is the just under 1 litre crowler, or can growler. A few brewers use this alternative to the glass growlers, including Redline Brewhouse in Barrie and the aforementioned Descendant's. While smaller sizes will drive that section of beer drinkers toward certain brews, this size promises to be a great way to share a pint with a pal or slow sip an evening on your own. Keeping the beer fresher than a growler or half growler is one advantage, the other being less chance of infection from improperly stored or cleaned bottles. Many people do not clean their growlers right when they finish them, leading to a sticky mess on the bottom. A quick rinse will not solve this problem and it can lead to some off flavours in your beer. The crowler solves these problems and still gives you a larger format to experience your beer with.

Take your pick, but I think the trend toward smaller sizes of both regular and growler options will be a continuing story in 2017. The Tall boy isn't going anywhere and the 750 ml. bomber bottle will remain the choice of many brewers, but I think we have glimpsed the future of many a craft brewer and it is trending smaller cans and bottles.

That's all for this Friday my friends, I hope you have great weekend and maybe it's time to take a little road trip and visit some Ontario Craft Brewers to see what is going on. Drink local and support your community at the same time.

Happy Weekend!!

Raise your glass and your standards,

One beer at a time.

Cheers!