B R E W E RY
Schematics for the company’s new taphouse at its Kitchener location
CUSTOM
DECORATED
GLASSWARE, BOTTLES AND
GROWLERS
23 Venture Cresent
Elmsdale, NS
Call Today!
1.866.535.7483
Visit our Website:
www.jymline.com
We take a lot of time, effort and energy to
develop our brands and our recipe. We really
believe that time with friends and family
is special, so the beer should be too. We put
our absolute best effort into the beers we
craft because that’s what our family and
friends deserve. That’s why we care as much
as we do.”
Community Involvement
When Waterloo Brewing isn’t busy with
production or thinking up a new drink
idea, the brewer is doing its part in the
community. The company has partnered
with hospitality company Bingemans on
its Oktoberfest event in Kitchener over the
years. Waterloo Brewing is also having conversations
with its employees about what
causes matter to them.
“We have gathered input on what charitable
foundations register with folks within
the brewery and we’ll be announcing some
charities of choice,” Croft said. “We think it’s
important to be involved in the community.
What we’re trying to do is make a positive
impact in the community we work in and
live in.”
Croft is proud to serve as the chairman
of the Beer Canada board of directors. He
feels that Beer Canada does a great job celebrating
beer and making sure there’s a sustainable,
healthy beer category in Canada.
“As a craft brewer, Beer Canada provides
a platform for us to do things that
frankly we couldn’t do by ourselves such as
lobby the federal government,” Croft said.
“Beer Canada has a data warehouse that
provides us with valuable information to
support our branding efforts. We may compete
in the beer industry, but the people
are respectful and I think that everybody’s
working hard to deliver quality products
to their consumers. I don’t think it matters
if you’re big, medium or small; the work
that Beer Canada is doing is on behalf of all
brewers, and if you believe that a healthy
category is important then you should be
a member.
“Beer, the category overall, is going
through an interesting phase in Canada,”
added Croft. “People have more beverage
choices than ever before, and beer doesn’t
occupy the place in Canadians’ hearts it
once did. In this current landscape, the
beers and breweries that consumers truly
care about, and want to see succeed, will
be the ones who win. We’re working hard
to earn the right to be such a brewery.” n
“A lot of our focus, especially on the craft
side, is making sure brands conform to
that purity law. You do however have
a tremendous amount of flexibility in
terms of recipes and flavour. There are
a significant number of varieties when
it comes to malt, hops and even yeast.”
– Russell Tabata,Waterloo Brewing
Photos courtesy of Waterloo Brewing
24 § POURED CANADA § www.poured.ca
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