Sudbury craft beer fest a boon for new brewers

ShawnMalliouxshouts over the popping and swishing sounds in his brewing warehouse.

"That's 6,000 litres of beer."

The owner of Stack Brewery in Sudbury, Ont.,has made a name for himself in Ontario since the business started almost 5 years ago. The company now distributes beer across the province in The Beer Store, LCBOand restaurants.

ButMalliouxsays he's not sure if craft beer festivals have helped him get to this point.

"You don't make any money going to the festivals, and it's hard to say if it increased sales in that market,"Malliouxsays.

"It's hard to track and measure."

Festivals best for new brews

Malliouxsays these events are best used as marketing tools. But even if brewers are looking to expand theirreach,established and growing businesses should be more selective when it comes to registering booths.

"People make the assumption that because craft beer is a hot topic if you throw craft beer in the lineup of your festival, everyone's going to flock to it," Mailliouxsays.

"But some people don't market it, they don't put the money in for the advertising, sono one knows. I think that hurts the industry because the people who do attend it, they're kind of let down."

Elgin fest 'entices us off the island' says Split Rail Brewing Co.

But the festivals are a great opening act for upcoming companies.

Split Rail Brewing Company on Manitoulin Island is still in its first few years of business. Co-owner Andrea Smith says events, like the upcoming Elgin Street Craft Beer Festival in Sudbury, help broadcast their brand.

"Generally, we're really dedicated to our storefront and production facility on Gore Bay, so an opportunity like this really entices us off the island and into this setting," Smithsays.

BothMalliouxand Smith say the Elgin festival is a chance to reciprocate the support Sudbury vendors have shown their companies.

"There's an expense and a logistic time challenge involved, but we think it's worth it, and we love to do it,"Smithsays.