Shoppers will soon be able to pick up craft brews and spirits along with their fruits and vegetables at Alberta farmers markets.
The provincial government will allow farmers markets to add craft brewers and spirit makers to their roster of vendors starting Aug. 15.
Mike Brown, spokesperson for finance minister Joe Ceci, said the move gives small Alberta companies one more way to gain exposure and bring in additional revenue.
“A lot of brewers and distillers are part of the community, they’re local, this is just one more way that they can get their product out there,” he said. “It’s one more way that they can connect to the community.”
Only farmers markets approved by Alberta Agriculture and Forestry will be able to host brewers and distillers. Brown said the decision is being left up to them to decide if they will allow it.
Approved markets won’t be required to have a liquor license.
“This is all sold in either a bottle or can, this isn’t for consumption at the market itself,” he said.
Brewers and distillers will be able to offer small samples up to one ounce in size for customers.
How beer or spirits are sold – be it cans, bottles or growlers – is also up to producers to decide.
Lisa Lloyd, Millarville Racetrack executive director, said it’s something that could be added to the weekly Millarville Farmers Market now that the province has opened the door, but she doesn’t expect it right away.
“It certainly is something we will explore,” she said. “We do have wine [producers] at our market, it would be one more thing to add.”
Lloyd said they need to look into the changes and requirements, so it will take time to add potential vendors.
“We’d take our time on it,” she said. “We’ve got a committee of people that review our applications and we’d have to get them together to go through what people are apply for.”
Lloyd said the market would be a better fit for producers that don’t have a storefront location and they would likely focus on local producers.
“For the smaller companies, the smaller groups, I think that it could be a good fit,” she said. “It’s an opportunity to share their products with the community and let them know who they are.”
Jochen Fahr, owner of Brauerei Fahr, said the move is good news for craft brewers.
“If you look at it, you have a local brewery and you can sell at the local farmers markets, it means you can really solidify your base in your own home town,” he said. “And people that shop in farmers markets generally like to support local as well, so for us it’s good. It’s a great thing, actually.”
Fahr is on track to open the doors for his new brewery in Turner Valley by the end of September.
However, he said he might look at getting into farmers markets beforehand as a way to get his brand out and start attracting customers.
“You can really get the word out with locals,” Fahr said.
Until his brewery is up and running, his only sales are on tap at select bars and pubs. Fahr said being at a farmers market would be a good way to start selling his product to consumers.
“Every sale helps,” he said.
