Despite being burdened with a suds stigma, a beer canning business is enjoying heady growth thanks to B.C.’s burgeoning local craft brewery industry.
West Coast Canning’s (WCC) business has quadrupled since beginning operation two years ago.
Despite knowing little about the craft beer industry, the Burnaby company’s founders Matt Leslie and Kevin Peterson were inspired by mobile canning operations they saw springing up in the U.S.
“We started out without a whole lot of beer knowledge,” said Leslie, adding that they were a little premature to market because there weren’t enough breweries at the time.
However, within six months, another dozen breweries had opened. In total, 41 breweries have opened in B.C. between 2014 and 2016. The sector is expected to number around 130 breweries by year’s end.
WCC’s sweet spot is breweries that intend to package their beer, but don’t have the budget to buy the equipment.
“We’re a cheaper alternative in that it’s easier to get into the marketplace through us,” said Leslie. We’re of course more expensive on the cost per can, but they don’t have to shell out $150,000 for a canning line.”
Today, WCC has 28 regular clients, including Strange Fellows, Steel & Oak and Moody Ales. The company has also recently begun canning in Alberta.
Currently, the company has two full-time mobile crews operating five days a week, plus another crew at their Burnaby warehouse sleeving cans. WCC charges by the can, the cost of which varies depending on what a company needs.
“Honestly, it’s been crazy this summer,” said Leslie. “Everyone’s doing even more. We’re at places more often, and we’re canning more beer.”
Timing is attributed to some of WCC’s growth. Most of its clients are in their second or third years in business and following through on business expansion plans that include more packaging, said Matt Human, WCC marketing manager.
“We’re lucky enough … that we’re now included in people’s business plans as breweries start to open, which is huge for us.”
Yet, as more breweries open and more beers are produced, liquor stores shelves are becoming more crowded.
Leslie is not particularly concerned.
“We use the U.S. as a forecasting tool. We don’t see it happening there. In places like Portland, yeah, breweries are fighting for shelf space, but breweries are still thriving down there as well. Until that point where we start to see a problem down there, we don’t really see a problem up here.”
Despite its success, WCC is still fighting the stigma that bottled beer is “more craft.”
To help break the stigma, WCC conceived CanCity, a day-long beer festival being held on July 30 at Queen Elizabeth Theatre Plaza. The event will feature 20 breweries pouring from cans, in an effort to educate consumers.
