I remember when three years ago almost to the day that myself and our Operations Manager Brian were driving to the 2015 BC Beer Awards. The topic of discussion was what to do with Dark Lager.
Dark Lager has become a style that’s a little more commonplace these days but outside of Hermann’s from Vancouver Island there wasn’t really a lot of variety of this rad style readily available for the folks of BC. Fact of the matter was that we were having a tough time expressing our love for this beer to others.
Dark Lager was tough to explain to people but we thought there was a place for a refreshing dark beer during all seasons. We just needed more people to try it.
Bri and I threw around the idea of giving it a unique name, making it a seasonal, and then Brian said, “you wait, it’ll win an award tonight and things will change.” We laughed in the shitty old S&O delivery van and then sure enough, it won. And things did change, more people started to try it! On Saturday it won its 3rd BC Beer Award in as many years and it continues to be the model of consistency for our little brewery on Third Ave. in New West.
It’s funny how in a short period of time a market can mature so fast as well. In 2015 I had a tough time encouraging people to try a Lager beer that poured like a stout. Now we’re putting it in a 4 pack so that people can enjoy even more of it. It has become a beer that people want more than just one of. They want to take it camping to have around a fire, take it to a friends house to share with dinner (or dessert), or enjoy one as a replacement protein shake for Saturday breakfast.
What a rad space we’re in now in craft beer where Dark Lager is becoming more commonplace and appreciated. We’re super excited about this shift to cans for one of our favourite beers. We hope you’re excited about it to.
-Jorden
