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The experience from Quebec should give food for thought to shop owners who are still unsure whether to sell beer.

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At least, that’s the essence of the initiative by Labatt – maker of eight of Canada’s 12 best-selling beer brands – with which the major beverage company wants to help small businesses in Ontario conquer this new territory.

Labatt lures with statistics from Quebec: alcohol is the second most common reason for visiting a Couche-Tard or similar convenience store, and beer significantly increases the shopping basket in convenience stores.

Labatt clearly has a vested interest in selling brands like Bud Light (a sure candidate for convenience store sales success) and has set up a comprehensive resource center to help stores navigate the process, including merchandising tips.

Labatt predicts that medium-sized cases containing 12 to 20 beers will sell best and single cans will sell worst. Packs of 18 or 20 cans are the most popular format in Quebec convenience stores and the fastest growing, in part because they fit into tight spaces.

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And – with apologies to other alcoholic beverages – Labatt points to statistics from consumer data company Numerator, which found that 80 percent of alcohol purchases in convenience stores in Quebec are beer purchases.

It’s not just about brands from big breweries. There’s a rule that 20 percent of shelf space must be reserved for smaller players. Smart stores will dedicate that space to small breweries in their community, ideally in at least six packs, because we’re sick of craft breweries trying to stay afloat by selling one can at a time.

Ontario will open beer sales in convenience stores on September 5th.

Craft culture

One of Ontario’s most interesting craft beer cities is Guelph, home to Wellington, Royal City, Wrinkly Bear, Brothers and Fixed Gear, as well as the much larger Sleeman’s.

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The breweries are teaming up with diversity organization Link Up and the Guelph Black Heritage Society for a tour that’s about more than just the beer.

It’s called “Culture Quest” and is a welcome initiative to introduce the black, indigenous and coloured community to the people behind the craft beer scene in Guelph.

At all stops on the bus tour there will of course be beer, but also food prepared by BIPoC chefs and music.

The tour takes place on September 22nd and offers a choice of two routes with stops at three breweries for $35.

NEW AND NOTED

Storm Stayed in London is experimenting with Gatorade as a mixed beer. The alchemists of Wharncliffe Road have taken their Moonshadow, a Berliner Weisse, and mixed it with Gatorade flavours. They have Blue Frost, Orange and Lemon Lime flavours.

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There’s a new sour IPA at Upper Thames in Woodstock. Sparkler has an ABV of 6.3 percent and the brewery describes its flavor profile as reminiscent of Sour Patch Kids. Expect strong notes of lemon, lime and grapefruit. It’s available in cans to go and on tap at the brewery and Brickhouse Brewpub.

Local blueberry season may be over, but we still have fresh blueberry beer. Powerhouse, 100 Kellogg Lane in London, has canned Lazy Day Porch Gazer, a blueberry beer.

Have you spotted a craft beer in a new skinny can? Energy drinks were the first to be produced in larger, smaller diameter cans. Now brewers are trying them out. They hold 355ml, just like a regular short can. Among those using them is Whitby-based Little Beasts, which is celebrating the red berry season with its Darryl Raspberry Ale.

Ayr farm brewery Willibald and Toronto city brewery Bellwoods have teamed up to brew a new west coast style IPA. Wrangler contains Amarillo and El Dorado hops, hence the beer’s name. It goes best with an urban cowboy hat, as Wrangler has a grapefruit, lime and peach flavour. It has 6.5 percent alcohol and is sold by Willibald.

Wayne Newton is a freelance journalist based in London.

[email protected]

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