E-Malt.com News article: Canada, SK: District Brewing Company to open as Regina's first microbrewery

Beer is already big business for major brands, but microbreweries are also an emerging trend in Canada. Now five local investors are about to launch Regina's first-ever microbrewery which would be just the second in modern Saskatchewan, ckom.com reported on February, 13.

In Canada most other provinces boast at least a couple of well-known breweries. Over the last few years they've become a more familiar presence on liquor store shelves including names like Wild Rose and Alley Kat from Alberta, Half Pints from Winnipeg, Steamwhistle from Toronto and more. Now Regina’s District Brewing Company is about to join them.

Jay Cooke and Byron Weibe have taken the lead on the project, with three other investments offering capital and expertise.

They've been doing all the work to re-purpose a massive building in the city's Warehouse District. This week the actual brewing equipment is expected to arrive.

Wiebe is the man with the plan, a business major with a passion for marketing. But Cooke is the man with the recipes. He spent the last 10 years mastering the art of brewing first with Saskatoon microbrewery Paddock Wood, then on the U.S. west coast.

Cooke even worked in Germany for a while, and that’s where he picked up the inspiration for this beer - a Munich Helles they call "Mus Knuckle."

Wiebe says the purpose for the first beer is the group wants to establish themselves with a beer that has a big appeal. They're hoping the notoriously-proud Saskatchewan people adopt their locally-made product. Once they have a proven seller they can look at expanding their product line.

Wiebe admits they've been losing some sleep over the venture because it's a big effort and the cost is massive.

“Between us and our partners we’re putting about a million and a half dollars into this – which is more than I thought I’d see in my lifetime,” he laughed. “So we’re taking some big risks and we’re probably not going to be able to pay ourselves for a while but I think it’ll be worth it in the long run.”

The partners are hoping for a "soft launch" at the end of next month rolling out Mus Knuckle in as many as 60 local bars and restaurants. The District Brewery also secured a deal to have SLGA stock the beer in liquor stores, starting later in spring. Weibe says that's the key to financial success, noting that 90 per cent of sales of most successful brands take place in stores.


15 February, 2013