When Spotlight on Business last spoke with Pete Cole of Big Axe Brewery, the team had just opened their new cedar log brewhouse on the banks of the Saint John River. Since then, much has changed – and grown. A second location, a surge in distribution, and a thriving annual beer festival have pushed the brand to new heights. But what’s stayed consistent is the heart behind the hops: a love for craft beer, community, and creating a destination that feels as familiar as your favourite pint.
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There’s something unmistakably satisfying about consistency – especially in the unpredictable world of craft beer. At Big Axe Brewery in Nackawic, New Brunswick, consistency isn’t just a production goal; it’s a philosophy rooted in curiosity, community, and an unwavering respect for process.
Behind the brewery’s steady growth is President and Owner Pete Cole, who founded Big Axe with a vision of creating not just great beer, but a reason for people to stay a little longer in the small riverside town.
“I noticed there were buses of people that would come down to the marina, take a picture of the river and surrounding scenery, and then 10 minutes later, they’re on the bus and gone,” Pete recalls. “I always thought, wow, there should be something here to keep them here longer.”
For Operations Manager Krystle Ford, it started simply – with a growler.
“I never really enjoyed beer before,” she admits. “I just didn’t find what I really liked. Then I started drinking craft beer and I would get some growler fills at Big Axe.” Her visits turned into a job offer. And a job turned into something much more.
Drawn in by the production process, Krystle first joined Big Axe as a server but quickly became curious about what was happening behind the scenes.
“I started helping with the brewing, and I really loved it,” she says. “I’m a creature of habit, so I liked that the process had to be consistent every time. I got good at it – and I wanted to keep learning more.”
That instinct for consistency became her calling card. Krystle evolved from server to head brewer and now oversees the entire operation. Her precision didn’t go unnoticed. As Pete puts it, now with Sam as our head brewer, “We finally have the perfect brewing team, if you will, that we all respect each other, the recipes, the procedures, and we will always put out a product that customers could always expect from us to be consistent.”
Big Axe Brewery’s story started small – as a bed and breakfast overlooking the Saint John River, owned and operated by Pete Cole. In 2014, he added a one-barrel brewing system and opened a tiny taproom on-site, combining overnight stays with craft beer tastings. The model worked well in the small town of Nackawic, where tourism was key. As demand grew, so did the vision. In 2018, Big Axe moved into a larger cedar log building next door – custom-built to reflect the area’s rural, rustic charm. The new facility included a 10-barrel brewhouse, 20-barrel fermenters, and space to host events and a growing team. The original B&B has since been sold and now operates under new ownership, still welcoming guests just steps from the brewery.
The expansion wasn’t just physical – it was strategic. Big Axe became known not only for its award-winning beers like the Shakespeare Chocolate Oatmeal Stout, but for the laid-back vibe that welcomed everyone from road trippers and river cruisers to snowmobilers and cyclists.
“We’re only three minutes from the highway, so it’s convenient,” Pete says. “But once you’re here, it’s a place to relax – it’s all about the vibe, the atmosphere.”
And it’s true – this brewery isn’t nestled in a strip mall or an industrial park. It’s perched above the river with wraparound patios, on-site camping, and docks for boaters to tie up and stay a while. “You can’t have a bonfire in the city when you’re at a brewery,” Pete adds. “Here, you can.”
Big Axe’s products reflect that same clarity of purpose. “Our branding is also very clear,” says Krystle. “You know that it’s Big Axe.” Each label shows the brewery name and style front and center. No guesswork. No art-gallery puzzles. “I appreciate art,” Pete says, “but I don’t like spending a lot of time shopping. I want to see exactly what it is, who makes it, and then get out of there and enjoy it!”
“We like to research how certain styles were historically brewed,” he shares. “We take inspiration from them but add our own little twist.” Their lineup includes the fan-favorite Kick Axe Double IPA, the Blonde Hatchet, and the Lizzy Borden, a sour with a wink toward dark New England folklore. Big Axe is also pushing into non-alcoholic territory with a house-brewed line called Sociable, developed in honor of a regular who missed the camaraderie of beer after giving up alcohol.
“He especially missed the social aspect of beer,” Pete recalls. “That’s what inspired the name Sociable.”
Beyond beer, Big Axe offers a full taproom menu – flatbreads, sandwiches, lobster rolls – run by a kitchen partner called Maxed at the Axe. Meanwhile, their second location, Big Axe Ale House & Grill at Mactaquac Provincial Park, serves up a more extensive menu (think brisket dinners, Montreal smoked meat, and salmon entrees) to campers, golfers, and visitors year-round.
Both locations are built around the same values: rustic ambiance, great beer, and people who care about the pour. Their commitment to culture shows. Many employees have been with the brewery for years. One even started helping at their festival as a teenager before officially joining the team. “They’ve always said this is their happy place,” Pete says. “When you hear that, it just makes you feel like you’re doing something right.”
Big Axe’s Craft Beer Festival is one of its most visible successes. First launched in 2017 with just a few hundred attendees, it now draws 1,500 guests and dozens of producers from across the Maritimes. Held annually near the world’s largest axe (yes, really), the festival has grown to include live music, food trucks, and even a line-dancing night.
“People tell us it’s like a homecoming,” says Pete. “For some, it’s a reunion, for others it’s like a big backyard social gathering.”
Accessibility is part of the festival’s charm. Big Axe offers designated driver tickets, shuttle buses from cities across the province, and lodging deals with local hotels. Even when rain or wind hits, the festival continues rain or shine.
“Last year, we had some high winds and thunderstorms, and it was crazy,” Pete remembers. “But people made the best out of it and they still were smiling and having a great time!”
That kind of resilience – weathered with a sense of humour and community – isn’t just for festival days. It reflects how Krystle and Pete approach the business itself. Together, they’re pushing to expand into new markets beyond New Brunswick and improve inter-provincial distribution despite ongoing challenges with liquor board red tape and shipping logistics.
In the meantime, Big Axe continues to diversify its offerings – supporting local cideries, distilleries, and meaderies, and exploring ways to make the most of every season. Whether it’s snowmobiling in, paddleboarding up to the dock, or catching a summer concert on the lawn, Big Axe always offers a place to gather.
And for Krystle, that’s what it all comes down to.
“It’s the kind of place you come for the beer – and stay for everything else.”
by Lauren Reid