The announcement of the sale of Beau’s microbrewery to its competitor Steam Whistle last Monday continues to generate many reactions in the Eastern Ontario brewing community.
It’s understandable: the Vankleek Hill microbrewery has held a special place in the hearts of craft beer lovers since its opening in 2006.
Moreover, it is no exaggeration to say that the company founded by Tim Beauchesne and his son Steve has definitely contributed to the birth of other microbreweries.
In this regard, Mario Bourgeois, owner of Microbrasserie Cassel in Casselman, will always remember the time he got his hands on a bottler that the Beauchesnes wanted to scrap.
[Steve Beauchesne] said to me: “You know what, Mario? I give it to you.” So he gave it to me. We put it back together and used it for many years. I have always been so grateful to Beau’s for that», lance Mario Bourgeois.
© Courtesy of Beau’s
Beau’s Brewery and Steam Whistle joined forces last November to promote their products across the province. (archives)
The latter suspected, like many others in the industry, that something was going on since Beau’s and Steam Whistle had joined forces in November last in order to better distribute their products.
It surprised me how long [entre la nouvelle de cette semaine et] the announcement [en novembre dernier]. But those are things you see in the industry, that’s for sure.», continues Mario Bourgeois.
While certain strings must still be tied before the agreement between the two brewers becomes official, the future of the Vankleek Hill microbrewery and its employees remains unresolved.
The question is crucial, because many visitors took advantage of their visit to Beau’s to discover other establishments that have set up shop elsewhere in the United Counties of Prescott and Russell.
© Denis Babin/Radio-Canada
Éric Mainville, co-owner of the Brauwerk Hoffman brewery in Rockland.
In the summer, it’s not uncommon to see craft beer enthusiasts having a road tripin the region, explains Éric Mainville, co-owner of the Brauwerk Hoffman microbrewery in Rockland.
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We come here [à Rockland]. We’re going to Tuque de Broue [et] Etienne Brule [à Embrun]. We’re going to Cassel Brewery, to Broken Stick [à Hammond]. We do the little tour“, adds the young thirty-year-old whose company opened its doors in November 2020.
Over the years, Beau’s Microbrewery has become a major tourist attraction.
And [les gens] knew I had something to do with the beer world, they said, ‘The rest of us have Beau’s here. Have you ever been to Beau’s? Have you ever tasted the products at Beau’s?”“, adds Éric Mainville.
Continuously adapt
What does the future hold for the regional brewing community, as the biggest player passes into other hands?
Nicolas Malboeuf, owner and founder of the Tuque de Broue craft brewery in Embrun, believes that the COVID-19 pandemic is forcing some of the most ambitious brewers to do their homework.
The brewery in your village, the nearest brewery becomes your brewery. The idea of selling to every restaurant in Ontario is really not where it’s at anymore. It’s really being in your backyard, doing an event, providing an experience on the site“, believes Nicolas Malboeuf.
© Denis Babin/Radio-Canada
The owners of the Brasserie Tuque de Broue, Marie-Claude and Nicolas Malboeuf. (archives)
There is no doubt in the mind of the owner of Tuque de Broue that the Eastern Ontario brewing community is going through a decisive period.
Hence the importance for hop lovers in the region to continue to encourage their local microbreweries, argues Nicolas Malboeuf.
It’s very fragile what we do. We have to show our loyalty to our favorite local microbrewery“, he concludes.