London Inc. Winter 2023 - 11

" WE AREN'T GOVERNED BY THE LCBO'S RULES, AND WITH THAT
COMES A LOT OF FREEDOM - AND THE BREWERY OWNERS
RECOGNIZE THOSE BENEFITS " -Mike Norris
" We aren't governed by the LCBO's rules, and with that
comes a lot of freedom - and the brewery owners recognize
those benefits. "
And many were incredibly eager to get on board. " We would
send out the emails to the breweries, and we'd hear back the
same day, " Kristen says.
At the same time, it's clear that Mike and Kristen are
running on more than a shrewd calculation about distribution.
They are, through and through, believers in NA beer and the
growing market for it.
Just about everywhere globally, alcoholic beer sales are
stagnating, while non-alc is having its moment. Watch any
Formula One race or major sporting event, and often the
biggest ad buys are for NA beers made by major brewers like
Heineken. Go to one of these events, and increasingly you'll
see those beers in the hands of spectators.
And if you ask Mike and Kristen, it's just the beginning of a
broader social reconsideration of beer.
" Every month is busier, " Kristen says. Mike has been able
to make this his full-time job, and they've upgraded from
working out of their garage to warehouse space. Their repeat
customer rate is around 40 per cent, and earlier this year they
were approached by Bell Media to work on an anti-drunk driving
campaign called 'The Switch.' They now stock around 50
different beers from 17 different breweries.
If there is one area where they've found it a bit tougher, it's
in the bar and restaurant world, where owners have been
more reluctant to list NA beer on the menu. Their goal is to
get restaurants to offer a branded Designated Drinks menu,
but " some are very resistant, " Kristen says. " They just don't
believe that anyone would want it. "
As objections go, that's nothing new. People have always
heard " non-alcoholic beer " and asked, " what's the point? " But
even over the course of the last year, that's changed, Mike says.
People get it now. The questions have slowed down, and the
excitement in the industry has accelerated.
" It's a fun world to be in, " Mike says. " Really positive. The
energy is awesome. "
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WINTER 2023 | londonincmagazine.ca | 11
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London Inc. Winter 2023

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