EDMONTON, Alta. – As craft brewers struggle to stay afloat during the on-going affordability crisis, one Edmonton brewery is trying a different approach.
Arcadia Brewing Company, which opened less than five years ago, launched their new initiative, “Time for Kindness,” on March 15th, which will see the company donate its net profits to a local community organization each month.
“This day and age, we could use some kindness,” explains Arcadia Brewing Co. owner Darren McGeown.
“It’s pints for people, not pints for profit. We’ve always been about supporting local, taking that step forward, and putting that money into the community.”
McGeown has always been one to lend a helping hand, whether through donations, handing out hot chocolate during cold winter nights, or just engaging with people in the community; the new initiative isn’t something out of McGeown’s character.
“This isn’t some initiative I’ve created off the top of my head,” he said. “If you know Arcadia and you’re a customer here you know that community and helping out others is the most important thing for us.”
Of course, a key ingredient in ensuring the initiative is successful is growing their net profits.
However, Arcadia will also sell memberships ranging from $25 a month to $100. The memberships not only allow people to get out in the community to help firsthand with the organization’s Arcadia aids but also give members a discount on products and merchandise.
“Selling memberships is really important to be successful,” said McGeown. “That way, we can build up reserve funds and start again and create this community.”
Like many other local breweries, Arcadia has not had it easy over the past few years.
The brewery first opened its doors during the start of the COVID-19 pandemic, which caused them to close nearly a week later.
“It was obviously a struggle and things have been really tough since then,” said McGeown. “We battled through, it hasn’t been easy but we’re somehow here and we wouldn’t be here right now if it wasn’t for this idea and concept.”
Although Arcadia may have its own sets of struggles, many craft breweries are faced with similar challenges.
Across the country, inflation, falling sales and increasing competition has hit breweries hard. Edmonton has seen several breweries close in recent years, including Situation Brewing, and Polar Park Brewing.
Sea Change Brewing, which opened in 2017, has also felt the heat of present pressures, even though its been able to open two locations.
“It’s a highly competitive industry,” said Ian McIntosh, one of the founders of Sea Change.
“It’s really really difficult. Being able to create a team, and deliver a product that’s able to differentiate itself in a crowded marketplace is a challenging thing.”
The pandemic also presented Sea Change with a new set of challenges, one that drove them to become one of the first Alberta breweries to deliver their products straight to consumers’ doors.
“It wasn’t a calculated financial decision,” said McIntosh. “It was more just okay, we have beer, now how do we get it to people?”
After leaving a lasting impression on their dedication to their community during what was a tough time for many people, consumers have been even more drawn to their products. Although, the challenges don’t stop there.
“If you want to run a business, you have to get used to problems; they will never end,” McIntosh said. “Whether it’s supply chain, fluctuating prices, look at inflation, it never ends.
“There are larger economic trends putting pressures on these breweries too, we’re seeing closures and seeing mergers. The industry is shifting so that’s a part of the challenge is trying to find your space in this.”
Krystal Grichen is a craft beer enthusiast; she, too, is a small business owner with her own small business, The Yarn Rebels, who often host and gather at various breweries throughout the city.
“Breweries have always been a community for me, and with my brand it just makes sense, so now I’m creating my own community inside that craft brewery industry,” said Grichen.
Her experiences with different breweries have given her a different perspective on the industry’s changing climate and some of its challenges. Grichen expressed through her personal experience that breweries that serve food are often more successful than those that don’t, as many locals frequently seek breweries that will provide snack options while sipping a cold beverage.
However, the new initiative has left a positive impression on Grichen and has piqued her interest in checking out and spending her time at the brewery, something supposedly plenty of other Edmontonians can relate to.
“It’s refreshing to see a brewery that knows there’s some challenges in front of them,” she said. “Instead of doubling down and raising their prices [Arcadia] is trying to turn it around and just give back, it’s really respectable in this climate.”
Much like their beer, Arcadia offers a fresh perspective with their new initiative and hopes to continue growing their brand to have the resources to donate more to their community.
“Money isn’t going anywhere,” said McGeown. “Without people we’re nothing.”