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