quidi vidi brewery - The Canadian Business Journal

NAME OF COMPANY
www.website.com
QUIDI VIDI BREWERY
www.quidividibrewery.ca
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FOOD & DRINK • Quidi Vidi Brewery
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QUIDI VIDI
Newfoundlan
APRIL 2011 • The Canadian Business Journal
CB
BREWERY
nd in a bottle
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FOOD & DRINK
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FOOD & DRINK • Quidi Vidi Brewery
charming independent brewery on this earth.
“When we set up the brewery, our goal was
to put a small brewery in Newfoundland that
would allow us to make special brands of beer
for Newfoundlanders.”
There is a special story behind all nine of Quidi
Vidi Brewery’s brands, yet all are linked by the finest
ingredients and absence of additives or preservatives. “Did you know that there are 108 chemicals
approved by the Canadian Food and Drug Administration for use in beer?” asks Rees. “We don’t use
any chemicals, all we use is water, malt hops and
yeast and sometimes brewing sugars. We wanted
to make beer that didn’t have any preservatives or
additives, with the least number of all-natural ingre-
Quidi Vidi Brewery is nestled in a small
fishing village on the east coast of St. John’s,
N.L., on the eastern-most edge of the
continent.
dients that it could possibly have, and to this day,
that is the way that we do it.”
Quidi Vidi Breweries has carved out a unique
position in the import/premium beer market and
the growing thirst for brands that differentiate by
HISTORICALLY KNOWN FOR fish flakes, curing, and
way of ingredients, taste and packaging. “They are
cutting cod fish, the location is now famous for
indeed very keen and astute business people who
the brewery, in a large green and white fish plant,
value and understand quality service,” says Char-
crafting award-winning beer for the specialty,
lotte Jewczyk, Manager of Market Development
mainstream and premium market segments
Travel Trade for Newfoundland and Labrador. “They
made by premium ingredients and pristine water.
are driven by an inherent passion for both this place
“How about I tell you a little story about
and their distinctive product. They are valued tour-
Quidi Vidi Brewery?” asks David Rees, Presi-
ism partners with an exceptional product that adds
dent and Owner of what has to be the most
a rich dynamic to the overall visitor experience.”
APRIL 2011 • The Canadian Business Journal
Commemorating Newfoundland history
The Brewery’s first beer—1892—launched in
August 1996. Named for the year of the “Great
Fire”, this beer commemorates this historic
event that “burnt St. John’s to the ground”,
destroying over 1,500 buildings. The beer’s
label shows one of the last photos taken of
downtown St. John’s before the fire. Another
nod to history and tradition, Quidi Vidi’s brew
master, Roy Ralph, makes 1892 with a recipe
that was used around that period of time that
existed in St. John’s, malt imported from the
U.K. and hops came in from the Czech Republic.” The full-bodied reddish amber ale, 1892 is
one of Quidi Vidi Brewery’s top-selling brands
15 years later. “It’s been a great success, that
particular brand, for us,” continues Rees.
The 1,000-year anniversary of the Vikings’
landing at L’anse aux Meadows produced the
backdrop for the next Quidi Vidi Brewery product,
Eric’s Red Cream Ale. Again, absent of any additives or preservatives, this all named smooth
cream ale was awarded the silver medal at the
prestigious 2001 World Beer Championships in
Chicago, a testament to the quality of this distinct Newfoundland beer within the international
market. Made with only four pure ingredients
under the skilled hand of Ralph, the cream ale is
a favourite amongst locals and visitors alike.
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FOOD & DRINK • Quidi Vidi Brewery
APRIL 2011 • The Canadian Business Journal
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Fresh iceberg water
larger groups, or Christmas batches, for instance.
This past March, Quidi Vidi Brewery launched a
Sold across the island of Newfoundland, in Alber-
new blue bottle for a beer inspired by the wonder-
ta and St. Pierre et Miquelon, Quidi Vidi is explor-
ful coastal location of the brewery, premium beer
ing options to export the beer to Ontario.
made from glacial water from icebergs—Quidi Vidi
“We love to do things that are associated with
Original ‘Iceberg Beer’. “We all know, water makes
our history, that’s what is important to us, to be
the difference in beer and iceberg water is the pur-
connected with Newfoundland,” says Rees. Garner-
est water on the face of the earth,” says Rees. “I’ll
ing fans from around the world, Quidi Vidi Brewery
tell you, the year we launched the Iceberg Beer, an
connects its customers to the beauty and history
iceberg settled across the harbour here. It was an
of Newfoundland and makes a fine brew for, and
amazing coincidence,” beams Rees.
take my word on this, the world’s most discerning
Quidi Vidi Brewery’s top-selling beer is Quidi
drinkers. Since making a viable company out of the
Vidi Light. There is a good reason for its popular-
ashes of a cod moratorium, Quidi Vidi Brewery has
ity. “Here in Newfoundland, 65 per cent of the
grown its local market share by developing a strong
beer consumed is four percent alcohol or light
brand recognition, and building a roster of premium
beer. That is radically different from other prov-
and distinct quality products that appeal to a variety
inces in Canada where only 25 to 30 per cent of
of consumer tastes. CB
the beer consumed is light beer.”
Producing 100,000 dozen beers a year,
Rees feels his operating range allows his team to
produce a quality craft beer and respond quickly
to new ideas, such as customized beer labels for
WWW.QUIDIVIDIBREWERY.CA
AS SEEN IN THE APRIL 2011 ISSUE
OF THE CANADIAN BUSINESS JOURNAL