A night at the symphony just got a whole lot more fun. In Edmonton, anyway. Sherbrooke Liquor has just announced that they will be the beer sponsor for the upcoming Edmonton Symphony Orchestra season, plus any other events organized by the Winspear Centre. The effects of this decision are clear. Sleeman and Corona are gone from the Winspear Centre to be replaced with a revolving selection of local beer. Sherbrooke indicates that the regular line up will include 2 Alley Kat and 1 Amber’s product, and a rotating seasonal of either Sherbrooke beer or another Alberta micro. When appropriate a fifth beer, themed to the event, may also be available.
Sherbrooke is clear that this is not a money making project (they paid an undisclosed amount for the rights), but a way to create more space for craft beer. It also will give a bit of profile to Sherbrooke themselves. And any place that is corporate beer-free is one more place that is corporate beer-free – if you know what I mean.
I really like this move on Sherbrooke’s part. It starts a bit of a push into Edmonton’s cultural scene, who should be (but aren’t) big supporters of other local craftspeople. I find most of the larger cultural events and locations serve up the standard fare – although some have sponsorships with Big Rock. Smaller theatre companies and such are a bit better, but the larger organizations, should be providing better beer options. Maybe the Winspear’s lead will be followed by others.
The deal does not include third-party organized events at the Winspear – I guess, for example, the Eskimos do a couple events a year there and they are locked into a long term deal with Molson.
So, let’s do a quick rundown on Sherbrooke Liquor. Largest beer selection in Canada. Check. Extensive line of private label seasonal beer. Check. Beer series honouring ancient beer gods and goddesses. Check. Co-organizer of charity beer festival. Check. Official Winspear Beer Sponsor. Check.
What is next from those crazy guys?
August 18, 2011 at 12:31 AM
I know it’s an uphill battle, but is there interest from readers here to do a write-in campaign to encourage the Eskimos and Oilers (and Riders, Jets, Bombers, Stamps, Flames, etc. in other cities and provinces) to follow this kind of lead and provide craft options at games? I recognize that the average guy going to the game is happy with a Molson product where “cold” is the main flavor, and the big guys probably pay big money to have exclusive rights, but it would be nice to go to a game and have a beer that I actually want to pay an outrageous price for.
August 18, 2011 at 10:14 AM
I, too, would love to sip on a Full Moon or a Yellowhead Lager at a hockey game. It might make watching the Oilers lose again not suck so badly.
Sadly, I don’t think it will happen. Too much money at stake. he big boys don’t dare let even a single tap go to a craft brewer as it might signal the end of the world – hockey fans drinking real beer!
What I think has more potential is to pressure the big festivals and mid-sized venues (like Jubilee Auditorium, etc.) to eliminate their exclusivity contracts. can you imagine a Folk Festival, or a Blues Festival with real beer options?? I may never hear any music at those events again.
August 20, 2011 at 8:15 AM
I definitely could have used a real beer at last night’s game. I showed up, too bad the Eskimos didn’t.
August 23, 2011 at 9:51 AM
I am not sure the Eskimos or the Oilers really deserve good beer they way they play these days. Maybe the quality of the beer should be proportionate to the quality of their play. Friday night was definitely a Big Bear 2-litre jug night…