Will There Be Samples?
Will There Be Samples?
By Doug MacDonald
That was likely the most often thought question about this week’s speakers, Jeff Orr and David Farran. Jeff is one of the founders of Tool Shed Brewing Company while David is the founder of Eau Claire Distilling. Chris Day acted as moderator interviewing David and Jeff to help us learn more about how two entrepreneurs went into competition with the global distillers and brewers who seem to dominate the market.
Why did Jeff and David decide to get into their new businesses? Jeff was a telecommunications consultant in Afghanistan where he learned that there are few options when you want a beer. When he and his future business partner came back to Canada, they realized they weren’t excited about the beer options here so they start a hobby brewing operation in Jeff’s kitchen. His wife sent them, and their brewing equipment, to the tool shed in the backyard. The rest is history. David has been farming with horses for many years, while also building a successful chain of pet clinics. When he realized that the grain he was growing was going to Scotland for distilling, he started exploring the idea of a craft distillery here in Calgary.
What obstacles could there be to starting a business in free-enterprise Alberta? More than you’d think. Both brewers and distillers were required to produce minimum volumes when David and Jeff started planning their businesses. Fortunately, both industries have seen relaxed rules so both enterprises were able to grow.
What other obstacles did you face? Marketing is a real challenge when your competitors are global enterprises with marketing budgets larger than some national budgets. David and Jeff both talked about the importance of social media for virtually reaching customers as well as tours of their facilities to build relationships with those customers. Both talked about being involved in local events to raise awareness of their products and the importance of sales from the brewery/distillery.
For both entrepreneurs, people are essential. Without the right team at the distillery/brewery, they couldn’t succeed. In particular, Jeff talked about how the new brewmaster course at Olds College is going to help build the brewing industry in Alberta.
Finally, what does success look like? Good beer. Good liquor. Strong relationships with local farmers who provide the grain. Happy customers. Making a profit is important but both Jeff and David see what they are doing as important to the future of Alberta, helping diversify our economy and providing opportunities for our agriculture industry to grow.
Tom Tait thanked David, Jeff and Chris Day for an informative discussion. Not surprising, both of our guests appreciated the CAWST certificates. The fact that they depend on clean water and that they have helped less fortunate people have something we take for granted, was appreciated.
Chris Day leads our panel discussion
with Jeff Orr and David Farran