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like the proprietors are swimming in cash. "It's done what we envisioned it to do, minus the money," she reasons. "We still don't get paycheques, and we're cash- strapped. So that part I don't think any- one could have predicted, just how bad it could be." The town of Chemainus must be hoping that Riot stays put. The brewery has become a ™ixture in the area, with Tomlin serving as šrst vice-president of the Chemainus & District Chamber of Commerce. "I think we'll make it and be šne," she says. "We're seeing great growth, our lounge is 70-percent up in capacity from last year, but, you know, with more growth comes more expense." IT'S NOT JUST THE BEER THAT NEEDS TO BE FRESH Even established breweries have no choice but to keep coming up with ways to appeal to a Canadian market that, according to Central City's Medwid, is consuming rela- tively the same amount of beer as 10 years ago but is increasingly trying new and dif- ferent products. In 2014, six years after launching and right in the midst of a craft beer boom, Victoria-based Driftwood Brewing Co., one of B.C.'s most popular breweries, embarked on a wholesale rebrand. The company enlisted Nanaimo's Hired Guns Creative to dream up a new identity that would stand out on shelves. "'We don't hold back' is what we're known for—we're full-f lavoured beer," says Gary Lindsay, one of three Driftwood partners. "And marketing goes with that. We made a conscious decision to develop a look that no one else was doing at the time: diˆerent labels, really intricate pieces of art. As much as we're known for the beer in the bottle, we wanted something equally fantastic on the outside of it." Driftwood is famous for its Fat Tug IPA, a strong, refreshing brew that has become the standard for B.C. India pale ales. The beer, which features an aquatic scene on its label, makes up more than half of Drift- wood's sales. "When they rebranded, they really went to a kind of cool, art-inspired piece," says Ken Beattie, executive director of the BC Craft Brewers Guild. "It's not like tradi- tional beer labelling at all—it tells a story." The sea šgures heavily in Driftwood's brand identity, but the company has also had to cultivate themes that resonate with people across the country. "We do sell our beer in Alberta, Saskatchewan, Manitoba, Ontario, Newfoundland, so there has to be an attraction there as well," Lindsay points out. "It can't be exclusively Vancouver Island or West Coast. You can imply that imagery, but it doesn't have to be so concise as to alienate others." Empowering the local community to trust you as a brand is one thing, and many towns and neighbourhoods in B.C. are šercely loyal to their local breweries. But for brick-and-mortar breweries, which share the market with contract operators, the challenge becomes expanding the product while staying true to your roots. Started in 2012 out of a small tasting room in East Vancouver, Parallel 49 Brew- ing Co. has become one of the largest beer brands in B.C., with product sold in the U.S., China, Singapore, Vietnam and sev- eral other countries. The company, which is always well represented at B.C. and Cana- dian beer competitions, marks its creations with a cast of wild, cheekily drawn char- acters. For example, its Trash Panda IPA features a raccoon ri‚ing through the gar- bage, while a limited-edition imperial-style rye IPA called Rye the Longface showcased a well-dressed horse. "It's hugely important for us to not stray from what the brand was in the beginning," 30 BCBusiness SEptEmBER 2018 It's hard to tell what strategy is best, or which is built to last. Either way, maybe there's enough craft beer business in B.C. to ensure all of the players a long lifespan. Ken Beattie of the Craft Brewers Guild won't play favourites—ask him what his preferred beer is, and his canned answer is "the one you're going to buy me" Reception 6:00pm Dinner 7:30pm

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