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TRANSCRIPTION WITH SPEAKERS
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[00:00] SPEAKER_01: It's Edmonton's podcast on the Canada's podcast network.
[00:04] SPEAKER_01: Hello, this is Mario Toneguzi coming to you today with Alberta's podcast,
[00:09] SPEAKER_01: member of Canada's podcast network, where we talk to the entrepreneurs who are making it happen in Alberta,
[00:16] SPEAKER_01: so you can listen, discover, and engage.
[00:19] SPEAKER_01: Joining me today is Eric Johnson, who is co-owner and general manager of folding mountain brewery,
[00:26] SPEAKER_01: just outside Jasper National Park. Thanks for joining us today Eric.
[00:31] SPEAKER_00: Thanks for having me.
[00:32] SPEAKER_01: Okay, first of all, let me just start by asking you, were exactly as your business located,
[00:39] SPEAKER_01: and where do you operate from?
[00:41] SPEAKER_00: Yes, we're about a 12-minute drive west of Hinton, just before the east access to Jasper National Park.
[00:51] SPEAKER_00: Okay. So we're right off Highway 16, just before the park.
[00:55] SPEAKER_01: So tell me what folding mountain brewery is and what you guys do.
[01:00] SPEAKER_00: So we are a micro brewery in Alberta, and we manufacture beer for distribution across Alberta,
[01:10] SPEAKER_00: and we also have some of this a scapchewin, and we also have a restaurant on site as well.
[01:15] SPEAKER_00: So basically a restaurant in micro brewery.
[01:18] SPEAKER_01: When did you start by the way?
[01:20] SPEAKER_00: We started planning in 2016, and we opened the doors in July 2017.
[01:29] SPEAKER_01: Okay, maybe if you hit the rewind button for me for a second and go back in time,
[01:34] SPEAKER_01: tell me how this all came about and why?
[01:37] SPEAKER_00: So my business partner, Jason and I, we both grew up in Hinton,
[01:41] SPEAKER_00: and we both really had a love of craft beer.
[01:46] SPEAKER_00: We'd always joke about, imagine if we opened a brewery, you know, all jokes, no serious at all.
[01:53] SPEAKER_00: And then it just kind of grew from there.
[01:56] SPEAKER_00: 2016, we started to really talk about what if we really did this?
[01:59] SPEAKER_00: Then we just went full tilt into making this happen.
[02:03] SPEAKER_01: What has been the biggest challenges you faced in starting a business and being an entrepreneur?
[02:10] SPEAKER_00: I think I think learning the ins and outs of operating a business in terms of a brewery.
[02:18] SPEAKER_00: We certainly had some idea of what to expect.
[02:22] SPEAKER_00: Jason has a business background, I don't.
[02:24] SPEAKER_00: I have a journalism degree, which doesn't necessarily help with running a brewery.
[02:30] SPEAKER_00: You're drinking though.
[02:32] SPEAKER_00: Absolutely, there is that comment.
[02:34] SPEAKER_00: From there, I think the biggest challenge has been just learning the ins and outs of the regulatory side of liquor and Alberta,
[02:43] SPEAKER_00: and how that all works, and then just operating the business day to day and making that all work together.
[02:50] SPEAKER_01: There's been quite a boom in craft brewery industry in Canada, more specifically in Alberta.
[02:58] SPEAKER_01: A couple of questions regarding that.
[03:00] SPEAKER_01: Number one is, why do you see that boom in the last couple of years?
[03:07] SPEAKER_00: So in, I want to say, it was around 2013, government change regulations in terms of what was required for brewery to exist in Alberta.
[03:21] SPEAKER_00: So there used to be minimum production quotas in place.
[03:24] SPEAKER_00: And if you didn't produce that much, you could exist as a micro brewery.
[03:28] SPEAKER_00: They eliminated those production numbers, and that opened the doors for small breweries like us to exist without that we wouldn't be able to exist because we just didn't meet the production numbers that were required in the province before.
[03:44] SPEAKER_01: But why do you think that trend is out there in society, whether it's Alberta, Ontario, BC, Portland, people just love craft beer.
[03:56] SPEAKER_01: Why?
[03:56] SPEAKER_00: I think I want to say the craft beer community brings people together for one thing.
[04:05] SPEAKER_00: People like beer.
[04:07] SPEAKER_00: So I mean, craft breweries, all different breweries are going to produce different kinds of beer for people to enjoy.
[04:13] SPEAKER_00: And I think that in Alberta now we're seeing what sort of happened in BC before what happened in places like San Diego and Portland in the US.
[04:23] SPEAKER_00: And you know, you look at Montana as well as another example where there's a lot of micro breweries per capita.
[04:30] SPEAKER_00: And so Alberta now we've just sort of boomed in the past couple of years and we're getting to that same point.
[04:35] SPEAKER_01: When you look at the numbers, the sheer numbers of micro breweries that I owe there, are you concerned that there's too many these days?
[04:45] SPEAKER_00: I think everyone's sort of charting their own course in terms of what they want their business model to be, whether it is like some just have tap rooms where they just make beer and they don't sell food, some do both, some just manufacture and sell outside.
[04:58] SPEAKER_00: So I think it's really deciding what's your niche is and what works best for the market you're in.
[05:03] SPEAKER_00: For us, for example, we are closest micro breweries, so I would be in Jasper, Jasper brewing.
[05:09] SPEAKER_00: And then as apex predator brewing, but you look at something like Calgary, I mean there's breweries that are all within walking distance of each other.
[05:18] SPEAKER_00: So it's really just making sure you have a business model to fit your goals and I guess the market that you're working within.
[05:26] SPEAKER_01: Okay, what's your plans for the company going forward?
[05:28] SPEAKER_00: For us, we just want to keep expanding our distribution across Alberta and hopefully at some point the rules and legislation change.
[05:39] SPEAKER_00: So we have a better opportunity to get into markets like British Columbia where it is, sell someone government controlled and not super easy for us just to get into the market as it would be for a BC brewery to just start selling their beer here.
[05:53] SPEAKER_00: For example, it's an open market, so you register your product, you can make distribution happen here, it's no problem for you to come in.
[06:01] SPEAKER_00: It's not so easy for Alberta brewery to be opposite in a place like BC or Ontario.
[06:05] SPEAKER_00: So long term, hopefully that opens up and it gives all of us more opportunity to grow even further as an industry in the province.
[06:12] SPEAKER_01: Can you explain or draw a picture for me of what exactly you have on site there for your brewing, what that consists of?
[06:20] SPEAKER_00: Yeah, so we have basically a micro brewery in the back and then a restaurant out front.
[06:26] SPEAKER_00: So we produce, we have a 20 hecto leader brewing system which basically equates about 2000 liters per batch.
[06:33] SPEAKER_00: So we have that on the one side and then on the other side there's the restaurant.
[06:37] SPEAKER_00: So it's essentially almost like two businesses in a sense because the brewery is producing beer and we want to get that out to distribution to markets aside from ourselves.
[06:47] SPEAKER_00: And then we have the built in restaurant side which sells all of our beer and you know we're lucky we have a big tours and base where we are because we get a lot traffic to and from Jasper who stop in as well.
[07:00] SPEAKER_00: So you know people can come have craft beer, have a meal, kids are welcome, so it's family friendly.
[07:06] SPEAKER_00: We have a beautiful view of the mountains.
[07:09] SPEAKER_00: So we've just kind of grown by word of mouth in that aspect.
[07:13] SPEAKER_01: So how many brands do you have?
[07:15] SPEAKER_00: Right now we produce, we have seven core beer that we produce and can that we send across the province on a regular basis.
[07:24] SPEAKER_00: And then we also do one off beers that may be available in smaller amounts or just specific to the brewery.
[07:32] SPEAKER_01: Okay, I'm gonna put you on the spot. What's your favorite?
[07:34] SPEAKER_00: We do a West Coast IPA so it's called Moraine West Coast IPA.
[07:39] SPEAKER_00: I'm a big fan of the hobby beers so that was when we didn't start out with but Jason I are big fans of that style so we were like well hey we create this why don't we get a beer like that and yeah it's definitely a favorite of all of ours at the brewery.
[07:55] SPEAKER_01: So over the years that you've been in business or anything that strikes you and sticks in your mind in terms of advice you've received from somebody about being an entrepreneur.
[08:09] SPEAKER_00: I think we're lucky with with craft brewing in Alberta because although we're all competitors in a sense for shelf space and customers we all really help each other.
[08:21] SPEAKER_00: So the breweries have started before us you know are always willing to give advice or information from what they've learned because some of them sort of got thrown into the fire more so then when we came along we were about brewery number 60 in the province when we came to be there's over 100 now.
[08:41] SPEAKER_00: So all the ones before us I mean there is a lot of learnings and things that they can pass on thus so that we don't have the same headaches that they did so we're really lucky to have a tight community that you know although we like I said compete we're all willing to help each other out because it props up the industry as a whole.
[09:01] SPEAKER_01: As an entrepreneur what's the toughest thing for you for being an entrepreneur?
[09:06] SPEAKER_00: I think making sure that you can keep the business operating the way you want to be and making sure it's firing at all cylinders all times.
[09:16] SPEAKER_00: For us one of the things the restaurant side of things definitely brought in a different aspect because that involves hiring more people for kitchen and that sort of thing and the more we're in that's very competitive in the Jasper hinting area.
[09:30] SPEAKER_00: And so it's not always easy to find people to fill those roles so I think keeping that piece and making sure that we have the people we need to keep things going every day has been one of the biggest things for us especially when we first started we didn't really know how many people we need to need to keep things running day to day or what we need long term.
[09:54] SPEAKER_00: We have a better handle on that now and at our peak in the summer season between the brewery and the restaurant we we have about 20 to 25 full-time part-time staff.
[10:04] SPEAKER_01: So if you weren't doing this right now what do you think you'd be doing as a career?
[10:09] SPEAKER_00: I'd probably still be working in my old life in public relations communications sitting at a desk every day and writing key messages for people.
[10:23] SPEAKER_01: Did you write your own key messages today?
[10:26] SPEAKER_00: I always joke about that.
[10:28] SPEAKER_00: It's so much easier when it's when it's not being reviewed by 16 other people but at the same time it's harder because you have one shot at it.
[10:35] SPEAKER_00: Yeah, I'm being prepared to do.
[10:38] SPEAKER_01: What do you do? I'm just going to ask you some personal questions.
[10:41] SPEAKER_01: What do you do in your spare time that that maybe helps you be creative and helps you think of ideas about the business and you know being actually away from the actual office and the brewery?
[10:55] SPEAKER_00: Well, part of it's visiting other breweries which always helps because you do get a lot of you have some aha moments when you're at other places too where it's like why didn't we think of this?
[11:06] SPEAKER_00: Why don't we implement this at our brewery?
[11:10] SPEAKER_00: Something like that and then also just being next to the mountains growing up kind of took it for granted being next to Jasper and you know we go there on Friday nights for fun but not hitting the actual backdrop and the outdoor piece.
[11:27] SPEAKER_00: So that's something now that's so important to us and part of the reason we built where we did is because the outdoors the big part of what we are.
[11:37] SPEAKER_01: So when you look at I guess on a personal level, you know everybody today has kind of like a bucket list of things they want to do etc and their lives outside of business on your personal side.
[11:51] SPEAKER_01: What's on sort of the on top of your bucket list these days?
[11:54] SPEAKER_00: I think I think getting through some more traveling which is not always easy at infancy of a business but getting to the point where can get away and not worry about well you're always going to worry about things but you know things will still turn and move when you're not there.
[12:15] SPEAKER_00: So I think doing more traveling and just sort of getting everyone always wants to work like balance but I don't know entrepreneurship if that exists.
[12:28] SPEAKER_00: I think you almost have to find a way to make the two cohabitate in the best way possible but I don't think you'll ever get you're never going to find that perfect piece.
[12:36] SPEAKER_01: Yeah well you know what I think it's funny right when you talk about work work like balance and that you know you kind of assume you know an office and you know downtown Calgary or downtown Edmonton etc but my gosh you got the perfect world you got the mountains and you got beer like talk about great work like balance right there.
[12:55] SPEAKER_00: I have to keep this up sometimes and that's that's the thing is as fortunate now you know there's still work to be done but often you know in the world I mean now versus before you know going to an office tower and being there and then going through the rush hour commute home.
[13:11] SPEAKER_00: Now I have a 15 minute drive from my home to the brewery driving towards the mountains every day it's not life or death scenarios you know making people angry you're you're making beer so generally people are pretty happy so you can deal with a lot of happy people and and they're all on their vacations or enjoying time away from whatever they're doing in their lives and so just being being cognizant of that and being a positive in that.
[13:42] SPEAKER_00: Even when even when the work sometimes does get a little deep you got to pinch yourself remind yourself where you're at and sort of bring yourself back to ground level.
[13:53] SPEAKER_01: If you had to pick one word to describe yourself what would it be and why?
[14:00] SPEAKER_00: I think I think most people who know me really well would say that.
[14:05] SPEAKER_00: I think I've gotten better at opening up to ideas as we've created this business and seeing that stubbornness sometimes can get in the way of creating something bigger and better and move in the direction we want to be.
[14:24] SPEAKER_00: So I think that if anything I become more aware of that and keeping it in check when it needs to be kept in check sometimes a stubbornness does go a long way still but it can't be a roadblock to our our success and sometimes what may seem like a silly idea that's tossed your way at first.
[14:45] SPEAKER_00: It's just being one of the best things that's ever happened so always going in with that mindset now versus just kicking in my heels and saying no.
[14:55] SPEAKER_01: What kind of things do you do on your spare time outside of other?
[15:00] SPEAKER_00: Spend time with friends family trying to get outside with the pop as much as possible and one thing that's lucky for us is I do get travel across the province pretty regularly and having my old career worked in red your calendar, you have to attend.
[15:20] SPEAKER_00: I get it is all those places pretty regularly so it's nice to piggy back on personal visits with friends who often are always going for a beer and doing the work piece as well so that's all stuff I enjoy.
[15:33] SPEAKER_01: So when your travel is across the province in Alberta is there any pockets that you see that the interest in micro brewing is more so than other places I guess.
[15:45] SPEAKER_00: I think it's growing right across the province where there's even the small places that may not have you know you wouldn't think of having brewery like closeness past having having brewery.
[15:56] SPEAKER_00: You know you look at what's happening in Calgary the whole highway to court or I mean there's breweries in the Pinocca, Leccombe, Red Deer, Innesvale, AirDrie.
[16:07] SPEAKER_00: So it's really becoming a you know there's really breweries everywhere you know piece river Grand Prairie Fairview.
[16:18] SPEAKER_00: So it just places where you may not seem like there be craft brewery the thing is again it's the pain which you want to make yourself you can you can make it happen and we're really seeing that happen a lot across Alberta now.
[16:32] SPEAKER_01: Do you have a daily routine that you follow?
[16:34] SPEAKER_00: I always make time for coffee. So usually start a day with coffee the important working males and then jump into what the day is going to bring for me which could be travel it could be in the brewery it could be up front working in the tap room in the restaurant side it could be office work.
[16:53] SPEAKER_00: Every day is different because you know there's a lot of pieces to juggle and when you're writing your own business you know it's on you to make sure they'll happen and don't drop it all.
[17:05] SPEAKER_01: Okay super so I'm going to ask you kind of a weird different kind of question so imagine that there's a small tropical island somewhere out in the ocean and because of the goodness of our hearts we're going to drop you off there and as a for a vacation.
[17:22] SPEAKER_01: And the thing is the the area does not have any technology or internet nothing like that only has one phone booth now at any time you can call us and you know we'll come pick you up by the boat and take you back home two questions how long would it take you to make that phone call and secondly what would you do while you were there maybe maybe you'll maybe you will let you bring some six pack of beer.
[17:51] SPEAKER_00: Perfect well if I had that on island on I'd you know that's a tough one because it would be nice to just detach for well but I think I think I'd probably make it a couple days and then I'd be.
[18:05] SPEAKER_00: Cassimo what's happening on the work side of things I need to make that call to get back as much as I'd like to sit there and enjoy the sunshine yeah I'd probably I'd probably be forty hours and you'd be getting a phone call.
[18:19] SPEAKER_01: Okay super so is there anything you'd like to add Eric before you leave us today.
[18:24] SPEAKER_00: I think you know it's it's definitely been exciting building a business in Alberta I know there's always sort of right now where the economy's at people people can easily get disenfranchised or things about what's happening but I think there's still a lot of opportunity for creativity and building in Alberta and you know I think that there's there's still a lot of growth in our industry in particular that that can
[18:54] SPEAKER_00: occur on different fronts it might not be more breweries opening as quickly as they have been but like I said before getting into those newer markets that we don't necessarily have the opportunity to now I think that's going to also shift things for us because that means more production that means buying more tanks you know so businesses could grow that way too so hopefully we see things moving that direction.
[19:18] SPEAKER_01: Okay thanks for joining us today Eric on Alberta's podcast thanks for having me thanks for taking the time today to listen to Edmonton's podcast on Canada's podcast network we hope you enjoyed the show today make sure you sign up for our newsletters and write a review for us on iTunes and then connect with us on Twitter, Facebook, Instagram, LinkedIn at Canada's podcast you can also check out what other entrepreneurs are doing.
[19:48] SPEAKER_01: We're doing across the country see you next time.
