When Doug Ford challenged Ontario brewers in August with a non-announcement that they could now sell beer for $1 a container, many beer commentators, myself chief among them, opined that no quality beer could be brewed at a profit for that price and that lowering the price floor on beer was nothing more than an invitation to big brewers to see how cheaply they might make beer to take advantage of a weird news cycle.
The announcement was, in essence, the firing of a starter pistol to mark the beginning of a new race in Ontario beer to find rock bottom.
The race has slowed in the interim and a few of the participants dropped out along the way, but it seems clear that the finish line is now clearly in sight because this morning, Loblaw Companies Limited announced the arrival of no name® branded beer.
My friends, welcome to rock bottom. Continue reading “Welcome to the bottom”
I’ve been hesitant to weigh in on the buck-a-beer fiasco for a few reasons, not the least of which is that fellow beer writer Jordan St. John already did it, literally the day Doug Ford’s campaign announced dollar beer was a possibility back in May.
But now that it appears the PC government is going to make good on the promise and now that it appears an Ontario craft brewery is actually opting to pursue dollar beer, I’ve literally been asked to weigh in and will be appearing on CTV News Toronto at 6pm today so I’ve had some time to consider the possibility and thought I’d put my thoughts down here too since that is what a god damned blog is for, right?
So here’s the problem with dollar beer: Economies of scale mean breweries simply can’t make a very good beer that will cost $1 and still make that brewery a profit. If you attempted to, you’d probably end up using extracts instead of real, quality ingredients, you’ll use adjuncts to get more bang for your buck and, essentially, a dollar beer is going to taste like it’s worth a dollar. Continue reading “Ontario brewers should think twice before they buck themselves”