True North invites local brewers to tap into hockey, concert crowds at Canada Life Centre, Burt

Hey there, time traveller!
This article was published 21/08/2023 (1140 days ago), so information in it may no longer be current.

True North Sports and Entertainment is trying to brew up some interest from local craft breweries’ in selling their products to hockey fans and concert-goers at Canada Life Centre and the Burton Cummings Theatre.

The owner of the Winnipeg Jets and the Manitoba Moose, as well as the 15,300-seat downtown rink they play in and the 1,500-seat Exchange District theatre a couple of blocks away, issued a request for proposals last Friday inviting Manitoba beer producers to serve their products inside the two venues.

“It’s a real win-win for local businesses and the fans to partner together,” said Chris Warwaruk, co-founder of Farmery Estate Brewery.

Warwaruk said he still has to read the fine print before deciding to apply, but he’s pleased to see the support for local businesses.

In 2019, the corporation was criticized for choosing Ontario-based Lake of the Woods Brewing Company to build a taproom at True North Square, instead of a Manitoba company.

Up to three local breweries will receive distribution privileges for two of their products at the Canada Life Centre. A mix of brewers will be accepted to sell a maximum of two products at the Burton Cummings Theatre, the RFP said.

True North stated that proposals to be the exclusive local brewery supplier at the Burton Cummings Theatre will also be considered. The RFP does not specify whether “local” includes Canadian brewers outside of Manitoba.

Another local brewery owner, who requested anonymity, fearing possible backlash, said the proposal is inaccessible to most smaller-scale brewers in Manitoba. The deadline gives breweries just 10 days to determine whether they have the capital and resources to apply for the partnership, limiting the competition to just a few larger-scale contenders.

“With the (Manitoba Liquor and Lotteries workers’) strike and everything going on, it would take us so much people power and energy (to apply), and we can almost guarantee that we’re not going to be the ones,” the owner said.

Additionally, brewers must consider the scale of the partnership. The RFP indicates that Canada Life sells approximately 3,800 to 4,800 hectolitres (100 litres) of beer volume annually, while the Burton Cummings Theatre sells 200-250 hls annually.

“The challenge would be, for the smaller breweries, to do the best they can to ramp up production to meet the demand, whatever that demand is,” Warwaruk said.

Both brewery owners pointed to the Winnipeg Goldeyes’ Craft Beer Corner as an example of a successful and accessible partnership. The venue inside the independent baseball league team’s Shaw Park features a rotating selection of beers from brewers across the province.

Goldeyes general manager Andrew Collier came up with the idea in 2018. Four years later, local brews are exclusively sold at the stadium.

“Last year, we went exclusively Manitoba-brewed beer in the ballpark,” Collier said. “In cans at every game, we have Fort Garry, Trans Canada, Torque and Little Brown Jug, and then on tap at Craft Beer Corner, we have a rotation every home stand of different brewers.”

This year, 15 local brewers are on the roster. Collier said the deal is mutually beneficial; local brews bring craft beer fans to the stands and seasoned fans flock to local taprooms to enjoy beer featured at Shaw Park.

“It’s very popular here. There are always lineups to get the beer,” he said “People appreciate the fact that we’re supporting local.”

The Winnipeg Blue Bombers have beer from three local breweries available inside IG Field.

Interested breweries have until Aug. 28 to submit their proposals to True North for consideration. Successful Canada Life Centre candidates will be selected on Sept. 1 and have their brews on tap by Oct. 1. Breweries selected for the Burton Cummings Theatre will be notified on Sept. 22 and start serving by Nov. 1.

True North Sports and Entertainment did not respond to a Free Press request for comment.

cierra.bettens@freepress.mb.ca