A Little Piece of Canadian Heritage…
The BEAVER, the MAPLE LEAF, HOCKEY, MOUNTIES, CANADIAN GEESE, the MOOSE, COLD WEATHER, “EH,” and CANADIAN BACON. These are all great symbols of Canada and what it means to be Canadian. You might argue that some of these fall under the title of stereotypes, and I’ll agree with you, but you cannot deny the fact that they are all a part of our “heritage.” But perhaps the one thing that is most associated with Canada and that Canadians are proudest of is our BEER.
Molson may have emphasized this best with their “I AM CANADIAN” campaign, which insinuated that when you drink Canadian beer, you are truly CANADIAN. The character JOE (as in average JOE Canadian) performed a very intelligent and humorous rant about being Canadian, which included all of the things “Canadian” that I mentioned above and a few more. This advertising campaign worked wonders for Molson, and it was also a huge success overseas and around the world, making the already popular CANADIAN brand of beer even more famous.
History
Did you know that beer first came to Canada before we were even officially a nation? That’s right! European settlers brought beer to the “area” of North America we now proudly call Canada in the 1600s. They felt Canada had an ideal climate for brewing beer, long before refrigeration was introduced to the world. However, the first commercial brewery wasn’t built until 1668 by Jean Talon in Quebec City. The next hundred years would see the establishment of several thriving Canadian breweries, including some that are still staples of the Canadian beer industry today—and have even made their mark worldwide.
In 1786, John Molson founded his brewery in Montreal. Fifty years later, Alexander Keith established his brewery in Halifax in 1829. The city of London (where I currently reside—a great city) could be called the beer capital of Canada, as in 1840, Thomas Carling opened his brewery here, and in 1847, John Labatt began his beer legacy in the same city. All around London, the Labatt name can be found on buildings, including the brewery itself. Lastly, in 1847, Eugene O’Keefe opened his brewery in Toronto. With all these beers still commonly known, loved, and enjoyed today, they helped create a true Canadian beer empire of great taste and worldwide popularity.
Did you also know that stubby bottles are essentially a Canadian creation? The shorter and slightly wider beer bottle known as the “stubby” was the only kind of beer bottle available in Canada from 1962 until 1982–1986, when most of Canada’s beer producers switched to the more American-style longneck bottle. A brand of Labatt beer was the last major beer label to be found in the stubby, lasting until 1986. The company decided to make the change to the longer-necked bottle after market research showed that women didn’t like the stubby bottle, and they wanted to attract more female beer drinkers. (Based on all the beer commercials out there, I’d say they succeeded—after all, the women in those ads are always having a great time, drinking longnecks and looking beautiful. Ah, yes, beer commercials tell the truth like no other… sarcasm.) However, in recent years, some breweries have brought back the stubby bottle after demand from consumers.
Beer in Our Culture…
Beer, particularly Canadian brands like the ones mentioned above, has become a significant part of Canadian culture and popular culture in general.
For example, at my high school, one of the oldest in Ontario, we had a “Beer Cheer” that was passed down through generations. It was more of a testament to the school, but it also spoke of beer. My parents attended the same school 25 years before me, and they knew the same song. The song actually hails from their era—or even my grandparents’ era—but I still knew the words. I don’t think I ever sang it out loud with my friends, though. It went something like this:
“Give a cheer! Give a cheer! For the boys who drink their beer,
In the cellars of old S.C.I.
Give a shout! Give a shout! For the girls who dish it out,
In the cellars of old S.C.I.
For it’s guzzle, guzzle, guzzle, as it’s dripping down your muzzle,
Shout out your order loud and clear, MORE BEER!”
Silly, I know, but it’s one of those “traditions” passed down in our culture—and it involves beer. For teenagers, it’s somehow acceptable.
Canadian beer is also featured in popular culture, including the Canadian movie Strange Brew, where Doug and Bob McKenzie (played by Dave Thomas and Rick Moranis, both Canadian) have a wild adventure involving Canadian beer.
Also, in the feature film Canadian Bacon, starring the great Canadian John Candy, the film humorously spoofs cultural attitudes toward Canadian beer and other aspects of Canada.
Furthermore, the fact that Canadian beer often has a higher alcohol content than its southern neighbor’s (the United States) has led to many jokes in movies and TV shows, suggesting our beer is more like “moonshine,” etc.
Canadian Beer Types…
“Labatt, where good things have been brewing for more than a century and a half.”
“A whole lot can happen, out of the blue.”
“True Canadian taste, from Canada’s oldest brewery.”
“It starts here, I am Canadian.”
Needless to say, these slogans, from Labatt and Molson beer companies, are well-known—just like the companies themselves and the beers they produce. This is for good reason, as these two Canadian beer companies are Canadian beer juggernauts that dominate the Canadian market and others worldwide. This success is partly due to their popular Canadian beer association and their great taste, but also because of their aggressive marketing of their top brands.
These two companies provide us with the most popular Canadian beers: Molson Canadian and Labatt Blue. Other popular Canadian beer brands include Alexander Keith’s, Carling, O’Keefe’s, Kokanee, Sleeman, and Moosehead. Additionally, many Canadian breweries and microbreweries create excellent beers—some you may have heard of, and some you may not. In the world of beer, pushing your brand through advertising is key; without it, a beer brand can go largely unnoticed.
Great Microbreweries…
In both Canada and the United States, the microbrewery industry has flourished recently, leading to an explosion of new local beer tastes. Due to Canada’s geography and the fact that the production and sale of alcohol is regulated at the provincial level, these great microbrewed beers are often only available in the regions where they are produced.
Each province has a variety of microbreweries to choose from, and you may discover new flavors to try.
Some well-known microbreweries in Ontario include Steelback, Steam Whistle, and Lakeport. However, there are countless other microbreweries in various regions of the country that you may not have heard of. The truth is, they all have something great to offer.
So, the next time you sit back and enjoy your favorite Canadian brew, remember that you are CANADIAN.
