Breweries make changes to stay afloat
With measures in place to mitigate the spread of COVID-19, it was either get crafty or sink for many breweries across Atlantic Canada.
David McGuire, the owner of Bogside Brewing, tapped into an opportunity when the P.E.I. government announced all government-run liquor and cannabis stores must (temporarily) close.
“When the government opened the regulations to allow our company to deliver our products to homes, it was a Godsend. Our business model did a 180-degree turn from its closure before St. Patrick's Day because of social-distancing restrictions,” said McGuire, who opened an award-winning brewery, cidery and restaurant in Montague, P.E.I., in May 2019.
“After the government-run liquor stores closed, for a brief period, things picked up for our delivery service. Since then, home delivery has been the only thing that kept our lights on,” he added while acknowledging Bogside Brewing scaled down to ride out the (coronavirus) storm.
“We were in the process of getting an online store and so we accelerated it. Payments and orders are now online. Staff delivered three days, increasing to four because of customer needs, with Wednesdays set aside for deliveries as far as Summerside — the west side of the Island.”
Verification of identification — the legal age of 19 years or older — happens from a safe distance and the product placed on the doorstep without any physical interaction.
“We wanted to make sure we protected ourselves and customers from any transmission,” said McGuire, who plans to open the brewery this month while continuing with the success of home deliveries.
Summerside's Evermoore Brewing Company was also shifting gears and going in the same direction.
“Home delivery has worked great, we certainly see demand change daily, up and down, with changes in restrictions. When all the liquor stores closed, we saw an almost unmanageable uptick in the service. When they reopened, our business plateaued at something more reasonable,” said Alex Clark, the proprietor.
Clark said he plans to continue delivering for as long as the government permits.
“Delivery helped us continue to have some income throughout the pandemic, it allowed us to cover most fixed expenses, but we were very much down during this time. We were very appreciative of the support and new customers we had coming out. It saved us,” he said.
Evermoore Brewing has become a nucleus for keeping people connected in the community.
“I love that our delivery service kept me connected to our regulars and has created some new regulars. Just getting out into the community a little bit over this time was a gift. I choose this path because of the connections we enjoy every day, and I'm happy I was able to maintain that just a little bit,” Clark said.
According to a recent Nanos poll for the Canadian Centre on Substance Use and Addiction, 25 per cent more Canadians (aged 35-54) raised a drink remotely during the lockdown.
When asked the question, “If staying home more due to the coronavirus, since you have been home more, has your alcohol consumption increased, decreased or stayed the same?” More than 67 per cent of Atlantic Canadians responded in the Nanos poll with, “remained the same.”
Government statistics have not yet been released for 2020 to determine whether impaired driving decreased or increased during the coronavirus lockdown.
Justin Fong, sales and marketing director of Quidi Vidi Brewing Company in St. John's, N.L., said the delivery service benefits everyone.
“It allows for greater social responsibility, ease for people with mobility issues, and, not to mention, it is convenient.”
He added, “Newfoundland's home delivery wasn't approved until six weeks behind the rest of Canada, and that caused our sales volumes to be lower for home delivery.” But the company plans on continuing this service if permitted once restrictions lift.
“Many people have said they will continue to use home delivery even after all restrictions lift,” said Fong, while acknowledging safety to mitigate transmission of the virus is their priority.
Quidi Vidi Brewing Company delivers Thursday to Sunday, to St. John's, Mount Pearl, Logy Bay, Portugal Cove, Torbay and St. Phillips. All purchases are online and drop-off is on the porch with verification of identification.
“We're doing same-day delivery, so you can order online and have your beer delivered within two hours.”
Bishop's Cellar, a private liquor store in Halifax that sells wine, beer and spirits, could not agree more that their expansion of the delivery service has been “a huge success” with their customers.
“Before COVID-19, we offered home deliveries anywhere in Nova Scotia via couriers only. During the pandemic, we pivoted to provide delivery to (Halifax area) customers using our delivery vehicles. This also included the rollout of delivery notification and additional tracking ability for customers,” said Jenny Gammon, brand, marketing and event manager.
She added, “We continue to work with couriers to deliver anywhere in Nova Scotia, from Yarmouth to Cape Breton, using both couriers and our local deliveries.”
When asked if the store will pursue a home delivery service once restrictions lift, there was no hesitation in Gammon's response.
“Customers appreciate the home delivery service we provide. As restrictions ease and customers go back to work, we know that delivery hours will need to change to ensure deliveries occur when customers are at home. Local deliveries on evenings and weekends will be an important part of everyone's planning moving forward.”
Gammon acknowledged that while online retail sales were strong during COVID19, the store was “significantly impacted by the forced closure of bars and restaurants” across the province.
“Until our store reopens for curbside pickup in a few weeks, delivery has been a reliable way to ensure our customers receive a great product and customer service. Our Bishop's Cellar vans deliver six days a week. Monday through Saturday throughout (Halifax Regional Municipality). There are three delivery drivers per day.
Gammon continued, “And, we sell more than 1,000 products with a full selection of wine, beer and spirits.”
All this creativity and reinvention for private liquor stores and breweries is not just about keeping the doors open, staff employed and supporting the local economy.
The delivery service across Atlantic Canada has brought a sense of normality for those staying home while helping mitigate the spread of the coronavirus.