It is a long drive to Jasper. Having done it more times than I can count, I know. And usually just past Hinton I find I get impatient with the highway, the time and the bursting bladder. However, at that point there is no relief until hitting Jasper (I KNEW I should have stopped in Hinton…).

At least for now. As of late spring 2017, there will be a perfectly good excuse to pull off the highway, rest one’s tired eyes (and do whatever else you need to do) and, best yet, have a pint. Folding Mountain Brewing will be opening a few months from now just outside Hinton, and just before the Jasper Park gates. Just off the highway next door to the Overlander Mountain Lodge, I think we can all agree this is an ideal location to grab weary travelers and thirsty locals alike. And that was the plan.

Aric Johnson and Jason Griffiths certainly thought so. The two friends grew up in Hinton together and have always appreciated good beer. “We have always been fans of beer in general and trying different kinds of beer, even years ago back in college days in Calgary with Big Rock and Wild Rose,” says Johnson in a recent telephone conversation. “We kept that affinity for beer and it grew from there, seeking out beer when we could, trying different styles.” They even dabbled in homebrewing during university, mostly of the dump-and-stir kit variety.

“We have always joked about opening a brewery, and it gained steam over the past couple years. We found ourselves talking more and more and more –  and here we are. We decided if going to do it, now is the time. Looking at the market, breweries opening everywhere,” Johnson observes. “Soon enough someone would open a brewery in Hinton. We knew it was only a matter of time.”

Because Johnson and Griffiths’ homebrewing career was short and not particularly sophisticated they knew they couldn’t be in charge of the beer. As a result they have brought on Dave Mozel as their brewmaster, who will join them when the equipment is installed in February. Mozel is currently the brewmaster, and an instructor, at the Olds College Brewery (which is associated with their brewing program).

The vision is to create “a community destination for Hinton, Jasper and surrounding area,” says Johnson. He feels the area is opening up to craft beer. “We want to introduce people to craft beer, help them enjoy great beer and a great view. Basically we want to be a part of community, give back to the community.”

“Currently there are not a lot of options in the area. We have one good craft liquor store in Hinton which has helped open people’s eyes.” Johnson also credits the early response to Bench Creek as paving the path.

But to be clear, tourists are also in Folding Mountain’s sights. They picked the space to be visible and easily accessible from the highway. “We want people to stumble across us. People who weren’t thinking of stopping but who see the sign and pull in. Plus there are the cabins and campground nearby. We hope to entice people to wander over and stick around for a couple beer.” It is also not lost on Johnson that 2017 is the 150th anniversary of Parks Canada and the federal government has promised free park entry for the entire year, which will undoubtedly dramatically increase tourist traffic next year.

Given the tourist and locals focus, the tap room looms large in their plans. Johnson says they plan on creating a  “warm and inviting” atmosphere, with a big patio and full-service offerings. Their plans include a full commercial kitchen (which may follow shortly after opening) and, likely, a guest tap or two with other Alberta breweries on offer. The brewery is currently under construction and will be completed soon.

As for the beer, they plan for four to five core beer. While the line-up is not yet finalized they are thinking of offering the usual range of flavours including “an IPA, a darker ale, a blonde ale and a couple more”. They also envision one or two seasonals a year, plus some “brewery only” products.

“For our market and what we want to do, we want to make sure there is a beer for everyone out here,” notes Johnson. “From those with an advanced palate to people who had one favourite beer that they only drink. We want to make sure we have something on our menu they will enjoy.”

You might have noted Johnson said some “brewery only” offerings. That does, indeed, mean they plan on packaging their product. They do plan on packaging in standard-size cans, along with the usual kegs and growler fills. The focus, at least at first, will definitely be on the tap room, but Johnson acknowledges they do have broader horizons. “Ideally we will distribute across the province eventually.”

Johnson is excited that Folding Mountain is blazing a trail for the Hinton area and sees their novelty in the region as an advantage. But he also understands there are challenges to opening in the area. “We are creating excitement in area, but we are aware that enticing Hinton residents to drive out of town to go have a pint might be a challenge,” he admits. “Rural residents think of travel time differently than in the city. If you drive 15 minutes in the city, you don’t think anything of it. In Hinton driving 15 minutes on the highway feels very different. That is the challenge of any rural brewery, plus you never know what mother nature will bring in winter.”

But Johnson feels okay about that challenge “Having food will help,” he notes.

The name is straightforward. The brewery is in the shadow of the iconic Folding Mountain. “The brewery offers a great view of Folding Mountain, which is why we named it as we did,” says Johnson. “We considered other names but really we are about destination, it is what we are, so the name stuck.”

While Johnson and company are firmly focused on the here and now, I ask him where they hope to be in five years. His answer? “I hope we are out of space and trying to figure out where we are going to put lots of tanks,” he says. “We are also trying to get into new markets and solidifying ourselves as a place people want to come in Alberta to drink beer.”

Let’s consult the checklist. An idyllic location with a great view in the mountains, which is also easily accessible near a busy highway. An under-served local population. Partners who are passionate about good beer. A balanced mix of serving locals and distributing in northern Alberta. Seems Folding Mountain might have all the boxes ticked.