B.C.’s first dedicated contract brewery is getting a rebrand, and a change of focus.
Factory Brewing is no longer. In it’s place, the much more pleasant-sounding Craft Collective Beerworks.
So why the rebrand? It looks like Craft Collective will be producing its own beer, while continuing to be the go-to contract brewer for the B.C. craft beer industry.
“The beer industry is changing rapidly in B.C., and it shows that craft beer drinkers are a diverse community,” said Craft Collective CEO and co-founder Andrew Harris in a press release Thursday. “It’s not enough just to simply brew one kind of beer, or to create one kind of experience under a single brand. Consumers expect a lot. They expect new experiences, and we’re here to offer that to them.”
According to the press release, when Factory launched in 2017, it also launched a separate sales agency, Craft Collective Agency, that operated as a separate business. The two companies have merged with Factory adopting the Craft Collective moniker.
“Ultimately, the Craft Collective name is more in line with our values as a company and what we’re trying to achieve,” said Richard Sehmer, Craft Collective’s managing director.
Craft Collective will be launching several of its own brands, including Haus Lager, a value craft lager, which will be available in retail locations later this month; and Spectrum Beer Co., which will focus on lighter and fruit-flavoured beers, which will launch in May. Craft Collective is also pursuing a cider and distilling licence, so look for a wider selection of products in the future.
