One of the biggest names in Calgary’s beer and cider scene, Village Brewery, is taking a new interest in British Columbia with its controlling stake in Arrowhead Brewing in Invermere.
As a result, the brewing company will now be known as Invermere Brewing Co., with a grand opening set for May 16 over the May long weekend.
Jackson Stuart, Marketing Director for Village Brewery, said that Village had connections to the owners of Arrowhead Brewing and that sparked conversations.
“The opportunity presented itself, and we thought, you know, it’d be great to get in there. So we’re going to do a full rebrand… full new beer lineup, basically an entirely new take on the brand.”
He said current issues about interprovincial trade barriers and international tariffs changing consumers’ purchasing habits were not a part of the decision to purchase Arrowhead Brewing.
“To be able to get into the B.C. market is important for us, and this is an exciting way to do that, rather than just expanding our current product line,” Stuart said.
“The thing for us is this is a little bit more of a meaningful way to get in, boots on the ground, and actually get into the community and support that way, rather than just trying to sell product into that market.”
He said that while the same community minded ethos which has guided Village in Calgary would be something that would be extended to the presence in Invermere.
“Community support is a big thing for Village. Obviously, it’s been in our bones since we started, and that’s really the same idea we want to take within Invermere: supporting that community, giving back where we can, sponsorships, and really just getting together over beer,” Stuart said.
He said the lineup of Village’s beers would not be making their way over the passes to the mountain town, however.
“All brand new from Arrowhead, and none of those brands are continuing on. It’s a new beer program entirely, but also no Village recipes; they get their own beers. There’s a lineup of four—a lager, a red ale, a West Coast IPA, and then a hazy. So that’s our four core that we’re going to start with, and then we’re going to have small batch seasonals going on frequently as well,” Stuart said.
All of the beers range from 4.8 per cent to six per cent ABV.
“The idea is to find something for the community and this market. Those people that like to go out to B.C. are going to have it just for themselves,” he said.
Stuart said there was a possibility that in the future, beer from Invermere Brewing Co. would make its way back into the Alberta market.
