News & Press Releases

Why Are You Wearing That Brewer’s Shoes?! – A Note From Alberta Beer Festivals’ Bill Robinson

Join us as the Be the Brewer contest moves on to the final stage.

Why Are You Wearing That Brewer’s Shoes?! – A Note From Alberta Beer Festivals’ Bill Robinson
A wise person once said, ‘Before you judge a person, you should walk a mile in their shoes.’ An even wiser person then added, ‘That way, when you criticize them, you’ll be a mile away, and you’ll have their shoes.’ It really makes you think, doesn’t it?

 

At ABF, we wanted you to walk that proverbial mile in someone else’s shoes – not in a judgmental way or in the, “I’m leaving this party and found a nicer pair of shoes on my way out” kind of way either; we wanted you to experience what it was like to ‘Be the Brewer’.

Like many small businesses, starting a brewery often means you might not only be the brewer, but also the sales guy, the marketing gal, the delivery person, and who knows what else!

Our goal with the ‘Be the Brewer’ contest was to give Albertans a glimpse into what life in the craft beer world is really like.

 

Be the Brewer Contest

We started by crowd-sourcing the STYLE of this year’s ABF Spring Festival Beer (a Wit), then we held open contests to NAME the beer (The Lion, The Wit, & The Wardrobe), and DESIGN the LABEL.

– BTW: Congrats to Josh C. for his winning Beer Label entry.

Then on March 6th, all the winners, along with media, sponsors, and other industry people, gathered at the Olds College Brewery to work with head brewer JP and his brew master students to actually brew the beer! The day was an enormous success. Everyone took part in the brewing process, got to sample some of the beers these future brew masters are creating, and got to be part of something we think is pretty special.

Back to the many different jobs thing – you can brew the best beer in the world, but people won’t know that unless you can convince them to try it. That’s where the final two stages of our Be the Brewer contest come in. You can CREATE the print or video ad! (2 separate contests). You can find full contest details here. If you win, not only will you take home some fantastic prizes, your work will also be featured at our Festival Launch Events!

 

Want to try the #beTheBrewer Beer?!

Speaking of our Festival Launch Events – you’re invited! (My way of saying thanks for reading the whole article!) All you need to do is click on the links below and RSVP to hold your spot.

Both events are happening at Craft Beer Market:

 

CALGARY FESTIVAL LAUNCH EVENT
April 4th from 4pm to 7pm
RSVP for Calgary

 

EDMONTON FESTIVAL LAUNCH EVENT
April 5th from 4pm to 7pm
RSVP For Edmonton

 

 

Many Thanks To…

Thanks to everyone who has helped make this contest such an overwhelming success so far. We look forward to seeing the entries in the next stage of the contest! We hope you can join us at one or both of the Festival Launches so we can share all the amazing things we have going on at our spring festivals this year. Maybe I’ll even let you try on my shoes at the event!

 

— Bill Robinson

Related Posts

News & Press Releases

PRESS RELEASE: JustBeer Partners with Brewers Guild of Alaska

JustBeer has entered into contract with the Brewers Guild of Alaska to work with and promote the BGA and the 27 brewery members registered under the association.

Breweries, Pubs & Restaurants

Beer Delivery & Curbside Pickup – How Craft Breweries are Overcoming COVID-19

Due to COVID-19, breweries across Canada have closed their taprooms to the public. However, many of these breweries are offering home beer delivery and pick up alternatives. Check out this article to find a brewery near me offering beer delivery.

News & Press Releases

The New Alberta Beer Tax: This Means War

Alberta’s new tax has taken the Canadian beer industry by storm. While they are offering $20m in grants to breweries that brew less than 30 million litres per year, will this be enough to cover potential losses? Is the new beer tax even constitutional? Will the new tax help or hurt Alberta’s breweries?

News & Press Releases

Drizly.com Comes To Calgary, Alberta

Like bears, Albertans like to go into hibernation during the long winter months. But how can we get beer if we are in hibernation?! Thanks to our friends at Drizly.com that will no longer a problem.

Breweries, Pubs & Restaurants

A List of New Breweries List Coming To Alberta In 2017 (Part 2)

Here is a list of breweries that we’ve been compiling (let us know if we’ve missed any), that are coming to Alberta this summer and fall 2016.