Microbreweries in Quebec do not hesitate to travel thousands of kilometers during the summer season to promote and sell their products in a market that has become very competitive due to the explosion in the number of beer brewers in recent years.
“We will have attended around thirty events across the province. These are not jokes, we must have visited Quebec three times this summer,” says Éric Hardouin from Domaine Berthiaume, who was present at the Bière Fest in Rivière-du-Loup.
Jean-David, Mathieu, Éric and Bonnie from Domaine Berthiaume during their visit to the Bière Fest. Photo Louis Deschenes
To take part in the event in Bas-Saint-Laurent, representatives of the Saint-Jean-Richelieu brewery traveled a total of 860 kilometers to sell their “good beer”.
Taking a quick break before returning behind the bar to serve draft beer, Mr. Hardouin says that with more than 320 microbreweries in Quebec, you can’t rest on your laurels.
“It’s seven days a week. If you quit, you’ll be picked up by another microbrewery,” he mentions, but without complaining because he’s convinced he has the best job in the world.
And festivals like this “are in abundance,” admit Bière Fest organizers Steeve Drapeau and Christian Duchesne. “There are at least two per weekend, sometimes even three.”
The “little” new ones
In this flood of microbreweries, some are trying to find their place among the companies that have built a loyal customer base over many years.
This is the case with 12 cabochons from Saint-Georges de Beauce, a microbrewery that just celebrated its first anniversary in August. The team traveled almost 300 kilometers to gain exposure and plant seeds in Bas-Saint-Laurent.
“People try our beers and then want to buy them. We also made contacts with dealers in Rivière-du-Loup. It is important for the well-being of our company,” says Jean-François Morin, who describes himself as chief “Cabochon” or, if you prefer, co-owner of the company.
With their beer names reflecting Quebecois expression and their enthusiasm, the Beaucerons do not go unnoticed.
The beers Soueff dans d’jeule and Les yeux dans la gras de bines always attract attention.
“You have to stand out. People need to know themselves.”
Ads and Derivative Products
For the Brasserie Port-Alfred du Saguenay, which has been in existence for three years, the success of the company depends not only on the quality of the products, but also on the opening of a pub and an events hall with 300 seats. Places further December.
Co-owner Yohann Paradis admits that selling your products in your own facilities has become very important to the profitability of microbreweries given the fierce competition.
Gabrielle Tremblay and Yohann and Maxime Paradis from the Port-Alfred microbrewery in La Baie in Saguenay. Photo Louis Deschenes
“It costs a fortune to make a can. We wanted people to come to our pub to drink draft beer [beaucoup moins dispendieuse à produire] », explains the man, who likes to say that he is also a craftsman in the company.
The same applies to the young microbrewery Madawaska in Témiscouata, which, in addition to selling its products in a pub, also relies on derivatives to make its business profitable.
“What’s in the can is important, and so is everything around it.” We focus on brand image and have many derivative products,” concludes co-owner Martin Rioux-Beaulieu.
Martin Rioux-Beaulieu and Kim Caron from Madawaska Microbrewery. Photo Louis Deschenes
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According to the Association of Microbreweries of Quebec
– There are currently 324 breweries in the province
– More than 30% of companies are located in cities with fewer than 10,000 inhabitants