Creemore Springs Buying Granville Island
It was announced yesterday that Creemore Springs Brewery (a Molson Coors Canada subsidiary) intends to acquire Granville Island Brewing from Andrew Peller Limited. No changes in Granville Island’s operations are currently anticipated. According to the press release, Creemore’s primary reason for buying Granville Island is to offer a broader portfolio across more markets in Canada. This offers the potential for both to become national brands.
Craft beer aficionados are concerned about what role Molson Coors may play in this. However, according to Ontario beer writer, Greg Clow, “Molson has taken a very hands-off approach to Creemore, similar to the way that Sleeman basically left Unibroue alone. The beer is still brewed in the same place on the same equipment by the same people.”
There is some irony in this deal. The raison d’être of craft brewing in British Columbia—begun by the likes of Horseshoe Bay Brewing, Spinnakers, Granville Island, and Vancouver Island Brewery—was to offer more choice to British Columbians than the Big Three, whose mass-produced lager dominated the market to such an extent that it was synonymous with “beer.”
What role did Molson, one of the aformentioned triumvirate, play in this? How hands-off will they remain? Won’t it be better for Granville Island to be owned by brewers, rather than winemakers?
The best-case scenario is that Molson Coors will remain behind the scenes and merely provide Creemore Springs/Granville Island with the financial means to expand craft beer consumption across Canada. This allows them to profit from beer’s fastest growing market segment without generating nearly as much controversy and suspicion from beer aficionados that creating faux craft beer brands and fictitious breweries has done.
Should Molson Coors decide to become more involved in the day-to-day brewing with Creemore Springs/Granville Island beers suffering as a result, they will just be further examples of craft beer compromised by the corporate mentality. The customer base will shift with the more quality conscious moving to, perhaps Phillips or Tree; they will be replaced by industrial lager drinkers who have discovered their taste buds and want to move towards something more interesting.
However, one thing is certain. Regardless of what happens, craft beer in B.C. is here to stay. With three new microbreweries starting up in the last year, there is no shortage of those wanting to offer us a better brew. Seeing what is happening in the U.S., there is ample room for growth in Canada.