The eastern Ontario firm that gave the region Tom Green Milk Stout is teaming up with its newest corporate partner on a branding match made in heaven.
Beau’s Brewing Co. and Porter Airlines said Tuesday they’re joining forces to launch a new product called – what else? – Porter Porter. The companies described the new brew as a “malty dark ale” with “notes of espresso, chocolate and vanilla” and a “slightly dry finish.”
The news signals a deepening business relationship between the two firms, coming just weeks after Beau’s signed on to become the exclusive beer provider for the Toronto-based airline.
The new product will be offered to all Porter passengers as part of the carrier’s complimentary in-flight beverage service starting Tuesday. Porter Porter will be part of a rotating selection of Beau's products on Porter flights that also includes the brewer’s signature Lug Tread Ale.
The 473-millilitre tall cans will also be available at select LCBO locations, The Beer Store and grocery outlets in Ontario as well as grocery and convenience stores in Quebec beginning later this month.
In a statement, Beau’s co-founder Steve Beauchese said the style of beer for the newest offering was a “no-brainer” given its connection to the airline, adding the new porter will be “a perfect addition to our core lineup of brands.”
Founded in 2006, Beau’s has become a mainstay of the eastern Ontario craft beer scene thanks to Lug Tread and other styles such as its Wag the Wolf IPA and Kissmeyer Nordic Pale Ale.
But Beauchesne recently told OBJ widespread business shutdowns aimed at curbing the spread of COVID-19 have wreaked havoc with the brewing industry. Half of his company’s $30 million in annual sales before the pandemic came from bars and restaurants, and Beau’s saw those revenues “disappear overnight.”
Since landing the deal with Porter, Beau’s has started hiring again, bringing on about half a dozen new employees as it prepares to ramp up production.
“We’re growing now after 18 months of contracting,” Beauchesne said last month. “It’s much more fun.”