What do kangaroos and crickets have to do with craft beer? Well Spotlight on Business Magazine sat down with Jared Belfrage to find out the answer to this question as Belfrage shared why he decided to leave the land down under for the mountains of Western Canada and jump into the craft beer scene in Alberta.
Belfrage, a native Australian, relocated to Calgary eight years ago so that his wife could move back home. Once a designer for General Motors, the busy stay-at home dad was looking for a way to combine his artistic background with his passion for beer. Belfrage knew that the craft beer industry was something he could get excited about, sharing, “It was always in the back of my mind, that creating quality craft beer was something I could do. It was definitely on the top of my list of what I wanted to do when I came to Canada.” He started experimenting with recipes and was lucky to hit the mark quickly, producing four or five recipes of very drinkable beers, a couple of which have since won awards.
After deciding on a few favourite recipes, the next step was to decide on a name and a brand. Belfrage wanted to incorporate his Aussie heritage as well as convey the purpose and vision of the company, which is to create beers that are straight forward, bold and simple, and of course, delicious.
The name ‘Long Hop’ is actually a cricket term that refers to an easy delivery by the bowler, which makes for an easy shot by the batsman. Belfrage chose this name to epitomize his goal of creating easy drinking, straight to the point beers. He has attached taglines that also speak to his mission. Long Hop Red Ale’s tagline is “Bloody Good Beer Without The Tall Tale”, the Long Hop Pale Ale’s slogan is “Let’s Not Beat Around The Bush,” and the Long Hop Hazy Pale Ale’s tag is “Straight To The Point Amid All The Haze.” Belfrage wants the brand to speak for itself. He says that he wants his consumer to know, “That quality and drinkability are his top priorities.”
In keeping with his vision, bold colours and fun and simplistic design elements draw consumers to the eye-catching cans with the “quirky” kangaroos splashed on the fronts. Those with a keen eye and knowledge of crickets may even notice that the eye of the kangaroo is a cricket ball.
For this home brewer, entering the Alberta craft brewing scene did pose a few challenges, as he was new to the ins and outs of running a business. He relied heavily on the advice and guidance of fellow Albertan craft brewers who he says generously shared their experiences in the industry and helped him learn the ropes. With gratitude, Belfrage shares, “I would not be where I currently am with three beers on the market without the support of the Alberta beer community. I’d likely still be brewing in my garage for my mates.” Belfrage expresses his sincere thanks for the support and advice he received in the initial phases of the startup of his company.
In Alberta there are several ways craft brewers can choose to do business, either by opening a taproom and brewing beer themselves, or by working with a contract brewer. Belfrage chose to launch Long Hop to the market with a contract brewer. This arrangement allows him to brew and package his beers on equipment that he does not own so that his primary role is to focus on providing an identity for the beer and to market it. Contract brewing also allows a brewer more control over the rate of growth and there is less risk involved. His primary goal was to “get the brand out there and gain a following,” so that one day the brand can support its own taproom.
Contract brewing is not without its pitfalls though. Having no storefront means that anyone interested in purchasing this beer has to go through Liquor Connect. Liquor stores and taprooms order from Liquor Connect and Belfrage then becomes responsible for selling his beers to them. Also, costs are higher as storage fees are charged to house stock. That being said, dealing with Liquor Connect does have some advantages, such as allowing craft brewers the ability to reach locations that they can’t physically travel to in order to market their beers, such as the great white north in Canada.
One of the best ways for a new craft brewer to reach beer enthusiasts and gain fans is to participate in beer festivals. Long Hop first launched at the Alberta Beer Festivals’ Calgary International Beerfest in April of this year. Belfrage keenly expressed that festivals are a great way for brewers to meet people in the industry and build networks with customers, industry players and prospective clients. It is “huge to get in front of that many people and get face time with customers to let them learn about your beer and where you came from” Belfrage says. It is a mutually beneficial relationship, as the beer enthusiast also gets to experience the styles of many different varieties of beers. The festival experience is invaluable for a new brand, as Long Hop has experienced firsthand.
Currently, Long Hop Brewing offers three types of beers that are available across Alberta and business is literally hopping. Belfrage is in the process of increasing production to keep up with the demand for his beer. It is clear that consumers appreciate his recipes and flavours and that following his passion for craft brewing was a good life decision. Belfrage is excited to share that, “The best part of being a craft beer producer right now is that everyone in Alberta is thirsty.” So, for Long Hop Brewing, what better time to have taken the leap.
To order Long Hop for your bar or restaurant visit liquorconnect.com or check out their website at longhopbrewing.com
by Christi Rideout