How have things changed since the early days of the craft brew movement?

Joel Manning: The average beer drinker is a lot more adventurous now. When I started in 1986, the average beer drinker was really unfamiliar with specialty beer and even imports. They were pretty brand-specific. A symbiotic thing has happened where beers have developed at the same time that the average beer drinkers’ palate has developed.
I think the average technical quality and consistency of the beer has gotten a lot better since the mid ‘80s. Back then just being different was enough. Now, you have to be different, and you need to be good and you need to be consistent so if people like you they can go back, pick up your beer and it’s the same.

How has increased competition in the last few years impacted the craft brewing business?

JM: I think it’s made it a lot healthier. It’s increased awareness. Collectively, there’s been a lot more marketing and advertising and getting the message out there, both by individual breweries advertising and marketing and also by groups like the Ontario Craft Brewers Association.

Do you think there’s enough room in the marketplace for craft beers, even with decreased consumer spending?

JM: I think so. I think the general trend is that people aren’t necessarily drinking less.  It seems to be polarizing on the upper end with the premium beers like Mill St. Beers and the bottom end ‘buck-a-beer’ products and they both seem to be doing well.

How can a licensee introduce a new craft brew to their establishment?

Steve Abrams: You’ve got to do lots of tastings. You can’t just stick a brand in a tap, put up a tent card and say, ‘Ta-dah. Drink our beer.’ It doesn’t work like that. Having periodic tastings and food pairings is huge. I’m not talking about a drink special and some chicken wings. Craft beer is almost mimicking the wine industry, and it’s about finding beers that complement meals.

Can you give us some examples of some food pairings with your brews?

SA: If a guy is trying to introduce an organic burger or chicken, we’ve got an organic beer to go with it. If you try to do a curry dish or something spicy, the Tankhouse complements that. Our coffee beer goes well as a dessert beer after dinner. There are all kinds of ways you can be creative with beer.

Do you think licensees give beer proper attention?

SA: I think they’re starting to. It’s taken a while. It’s a tough sell but we’re noticing more and more bar owners are giving craft breweries a kick at the can, whereas 10 years ago, it wouldn’t have been imaginable. It’s encouraging. We imagine it will just continue – people might drink less, but they’ll drink better.