Cans sold on Friday at Siboire Depot
It will be “like fetching bread from the local baker”, but with beer from here, Siboire co-owner Pierre-Olivier Boily says. The new Siboire factory, designed to sell its products in its new premises next to the rue du Dépôt branch, will be able to welcome customers from Friday.
Ghanks to new equipment in the Sherbrooke microbrewery, beer lovers can now purchase products Siboire in cans of 473 ml, and directly at the heart of the action. Behind the large windows that separate the brewing activities of the shop, the curious will be able to observe the master brewers at work.
“They will have the impression that their beer was put in the can three minutes ago, enthuses Jonathan Gaudreault, the second owner. We are proud to have built something where people can come and see what we do and tripper with that. Do you have family going down? You can take them here and tell them, “You have to see that! “The world of microbrewery is exploding in Quebec. With that comes an increasingly local trend. It becomes your place. This is your beer, from your region, from your city. It also pushes us to showcase the products of our region. ”
By buying the old downtown station to install a new factory and a convenience store in the part that once hosted Limocar, the owners of the company founded in 2007 have embarked on a project of nearly $ 4 million.
Even if this investment has increased their production by almost 50%, thanks to the addition of three fermentors, the microbrewers insist that there was never any question of conquering the Quebec tablets: we will find the cans in specialized convenience stores, such as in the North Wind and in Do you want a beer? Near their Montreal branch, but not in a grocery store.
“At first, we did not want to make cans. Distribution has never been part of our DNA. We wanted a pub, we wanted to receive the world, and we wanted to be proud to make beer and serve it to people, “says Pierre-Olivier Boily.
However, visiting Vermont microbreweries, where the principle of selling beer directly to the mill is rather popular, was discussed by Mr. Boily and Mr. Gaudreault.
“It’s probably the formula that resembled us and that challenged us the most. People often asked us when they could have beer in a can. Then, the planets are aligned, “says Mr. Gaudreault.
The convenience store at the Jacques-Cartier branch will remain in operation, but only for the filling of barrel jugs, a service that will also be offered at the Depot store.
“We want to be at the front of the pack,” said Boily. I think having a can will bring us other great opportunities. We see that the trend is also alcohol-free, we will perhaps try our first tests this year. ”
Through Siboire’s ambitions, upgrading the old station has always been a priority, and it will have considerably complicated the project, as shared Mr. Gaudreault in front of exposed brick walls.
“We want people to notice that we are in a station that is still beautiful and that dates from 1890, and that brought complexity, but we bequeath a building to Siboire and the population of Sherbrooke, no matter how much it cost, he says. A microbrewery in the downtown heritage building, with everything coming out of downtown, I think we have not finished hearing about it. “