Prince Edward County has been long known for its picturesque scenery, white sand beaches, wineries and as an ideal retirement destination. More recently, the county has seen craft breweries beginning to pop up. Local resident Aaron McKinney talks to Spotlight about his take on the region’s growing craft brewery scene, and how he came to own one of the emerging
craft breweries in Prince Edward County.
One night while out having a pint with his father, McKinney pitched his dream of opening a craft brewery in his hometown. His father couldn’t have been more thrilled and the whole family pitched in to provide financial investment to bring McKinney’s vision to fruition.
McKinney came up with the idea of opening a craft brewery while he was a student out west. The rapid growth of the craft beer industry in British Columbia impressed and excited him. During the years he was away at school, he would travel back to his beloved community in Ontario to spend the summers with his family. It was evident that there was room for growth in the craft beer market in his hometown as there was only one brewery operating, and it became increasingly clear to McKinney that there was a “huge opportunity” awaiting in his own backyard.
After developing a business plan, McKinney acquired the building and spent the following year renovating the space and installing the brewing equipment. Using this time to design and test beers to add to the company’s core brands. He wanted to build a brand that would appeal to the emerging “youth culture” which was largely an untapped market in the County. McKinney wanted his brand to appeal to a new generation of beer drinkers, customers who are “laid back and accepting of everyone.”
The brewery had to have a name that would reflect McKinney’s mission to create a casual, fun brand, while also paying homage to his roots growing up in Prince Edward County, an island on the north shore of Lake Ontario. After countless hours of reflection, Prince Eddy’s Brewing Company was born.
The name Prince Eddy’s has proved to be a perfect fit. Not only does “Eddy” evoke a casual and easygoing feeling but juxtaposes the more traditional and perhaps stuffy association of the more formal moniker, Edward. The name Eddy also means something really special to McKinney, as it was the name his grandfather went by.
Prince Eddy’s Brewing Co. officially opened its doors on May 19, 2017. With 15 summer employees and 7 full-time staff employed throughout the winter, the brewery couldn’t be more excited about their successful entry into the Ontario’s craft beer market.
Housed in a two-storey building with a tasting room that overlooks a state-of-the-art brew house and facility, the brewery is located in Picton’s Industrial park, just five minutes from downtown Picton. Patrons can drive, walk, bike or ride a tour bus to visit the facility and try out the spectrum of beers Prince Eddy offers. McKinney thinks it’s an ideal location, surrounded by wide-open space to allow for ample production and expansion space while still evoking a rural atmosphere. The interior design is west coast surf and skate inspired, and the brewery’s website describes the brewery as “the ultimate playground.” It has a brand-new patio, as well as a beach volleyball court, an outdoor kitchen and a stage for live music.
Enter the popular brewery and you will be greeted with a smile. You might feel more like you are on the north shore of Hawaii than the north shore of Lake Ontario. McKinney promises you will be on “island time” as you enjoy one of eight to 10 beers available on tap. Customers can soak in the surfing, skateboarding culture vibe, enjoy live music on the weekend, indulge in delicious flavours offered from the selection of rotating food vendors that occupy the outdoor kitchen, or engage in a wide variety of “shenanigans” with the tap room staff. Good times and laughs are guaranteed.
Even though the brewery targets a youthful culture, it also pays respect to the rich history of the past. A 1959 Chevy is showcased outside the brewery, not ironic unintentional either that 1959 is the year of his father’s birth. Family and respect for the history of the community are so important to this entrepreneur. McKinney loves the reaction of old timers who visit and are excited by the car, as they “suddenly become the life of the party.”
Prince Eddy’s beer lineup includes four flagships – the C.R.E.A.M. Ale, Chin Dropper Blonde Ale, Milkshaka Stout and So Many Friends Session IPA. Each one has a crazy story behind its name, which you can check out on their website at princeeddys.com. McKinney says, “We don’t take ourselves too seriously and don’t want our customers to either.” In addition to the four beers that are always in stock, the company also brews four to six seasonal beers. Always wanting to “push the envelope,” the brand keeps tweaking to keep their beers “fun and interesting.”
In keeping with their commitment to being edgy and progressive, the company has collaborated with a local tattoo shop to create a “travelling flashcard” on their new delivery van. The delivery van displays a variety of tattoo designs inspired by the breweries culture. Fans can get any one of the wacky designs with a promise that they will receive $10 off the tattoo and when the client arrives at the brewery to show off their new tattoo, they will be rewarded with a free pint.
Even though the brewery has been very much a success story, McKinney says that, like any new venture, they have experienced a few challenges along the way. The primary difficulty they ran into when they first opened was recruiting experienced staff. McKinney says that the knowledge base in the craft brewery industry in Ontario continues to lag behind what he’s seen in British Columbia and the States. He notes, “It is hard to find qualified production staff, and this took some time.”
The brand also faces challenges in selling through the Liquor Control Board of Ontario (LCBO), which limits the number of skews that are distributed. The brand’s primary focus right now is to have their second skew recognized through the LCBO.
Presently, Prince Eddy’s beers are sold at the brewery, online, in 60 LCBOs across Ontario, and in 200 restaurants between Ottawa and Toronto. The company is experiencing healthy growth – it currently has a full-time sales representative in the Quinte region (locally), in Toronto and has plans to hire someone to represent the brewery in Ottawa in the near future.
McKinney reveals that his future plans include constructing an expanded parking lot, increasing sales outside the hectic summer months, expanding the sale of beers Ontario-wide, and increasing sales to grocery chains. He makes it clear that, “Right now we don’t want to bite off more than we can chew.” To date, growth has been steady and well managed.
McKinney’s entrepreneurial and fun-loving spirit is embodied in the beers his team brews, creating a brand that is perhaps embraced more by the younger generation, but is also identifiable and thoroughly enjoyed by an older demographic.
So, if you have the opportunity, go hang loose and throw up the shakas, sample one of the delicious offerings, or better yet, go visit the brewery, which is the ultimate craft beer ’ playground.
For more information about the Prince Eddy Brewery, visit princeeddys.com or visit the brewery located at 13 MacSteven Dr. in Picton, ON.
by Christi Rideout