Life of a Pandemic Craft Beer Sales Rep

by Erica Campbell

It’s a strange time right now to be a sales rep. When Co-VID became a thing and the world shut down mid-March, my job at Henderson Brewing had to quickly pivot from on-premise sales rep (aka bars and restaurants) to dusting off my LCBO skills from past years as bars closed and everyone began buying ALL THE BEER to drink while quarantined at home. It was hectic and busy but really exciting. Sales were really strong and it was an odd ‘blessing in disguise’ as I suddenly didn’t have to drive around and visit my accounts mega preggers (yes, I had a baby during a pandemic… #pandemicbaby). Instead, I worked the phones, worked the spreadsheets and my spare bedroom became my daily workspace before I peaced out to Babyland in June. But since then, we have now seen Phase 3 of the pandemic in effect, meaning patios open, indoors spaces open to limited capacity and the province kinda slowly returning to some semblance of normalcy. Since I’ve been immersed in #momlife, I wanted to reach out to some of my industry pals to see how it is out there and what’s going down. 

Meet these 4 rockstars:

What do you do at your brewery? Has your role changed during the pandemic?

SANDY:  I’m the LCBO & Grocery Sales Manager at Bellwoods Brewery. I was hired on at the beginning of the pandemic and due to the ever changing industry, I had to jump on where they needed me. From packing/shipping for home deliveries, helping out at the retail store in Hafis and managing my Lcbos. It was quite a bit of multi-tasking but a great way to learn the ins and outs.

TYSON: I manage the retail sales channels, so the LCBO, grocery stores, and The Beer Store. One of the biggest challenges for the alcohol industry are accounts closing during and after the initial lockdown. When most bars and restaurants were closed, the stores selling alcohol got a LOT busier. Because of this (understandably) we could no longer visit or even contact our retailers as they barely had enough time to serve the huge lines of customers, let alone talk to a rep. This has allowed me to turn more of my focus to market strategy and preparing for the coming fall/winter periods.  

AMY: I safely sell Beau’s Organic Beer to bars and restaurants in Toronto East. As a Sales Rep I’m a service provider extraordinaire, beer facilitator, problem-solver, information source, pal and go-to. This job is a little different every day but these unpredictable times have created new trends and changing rules so you have to keep up. My approach has always been to help a business. Now more than ever I am asking questions and finding ways to symbiotically support our partners, new and existing, as licensees work incredibly hard to rebrand, redesign and recover losses.

MICK: I am the GTA Sales Rep for Oast House out of Niagara.  My role has not changed too much, although during the dark early days of the pandemic I was doing a decent amount of home deliveries to try and generate some revenues for the brewery.

SO, what’s it LIKE out there right now? What’s the vibe ‘on the ground?’

SANDY:  it’s still a little crazy out there and people are being cautious, as needed be. I feel like emotions and anxiety have calmed down a bit and it’s nice to see people out in the world a little more. We’re getting some sort of “normalcy” back. 

TYSON: Tough call… 2 parts cautious optimism to 1 part existential dread. I think the current low COVIDcovid case counts are creating a lot of optimism but we are still seeing bars and restaurants close their doors and that is hard on folks in the industry that have long standing relationships with those customers. Also there are still a lot of reports of silly people doing silly things so…yeah…wear a mask. 

AMY: The Vibe generally feels like cautious optimism. Places are open, people are making it happen. The grind was real before but this is next level. Industry folk are resilient humans by nature of this business. They have had to develop safe and sanitary practices without much guidance. Observing our beer partners’ smart and creative responses to this quick-changing landscape in order to save their businesses has been truly inspiring.

MICK: In short, it’s a tough market out there.  Breweries that are already well established like GLB for example seem to have fared very well during this period, and hyper local breweries like Leftfield and Godspeed have also been killing the home delivery game.  But it’s hard out there for a lot of the smaller less recognizable names in the industry.  Volumes are down across the board with bar capacities limited, patios have helped but…..Winter is coming! 

How have sales visits changed?

SANDY: Dynamics have definitely changed. We weren’t allowed to contact stores – emails, phone calls, tastings or visits. Only until recently, they have lifted a few things and visits are by appointment only. 

TYSON: In order to visit an LCBO, we need to book a formal appointment, there is a time limit, and we have to set our agenda for the visit ahead of time. Whereas before we could just drop in, leave a sales sheet if we missed the person, and follow up the next day. Currently it seems to be more effective to just call an account rather than visit in person as you don’t have your health and the health of others to worry about at the same time as your sales objectives. 

AMY: I would say interactions are done with a little more distance and caution now. Also the face mask! Choosing the right mask can help with communication, also so you don’t inhale it constantly when speaking.

MICK: Well I certainly don’t just “pop in” to bars or LCBOs without having a real reason to be there, whether it be an actual confirmed meeting or a new product to talk to Beer Ambassadors about.  Plus wearing masks in meetings is hard to get used to, tastings are really a thing of the past now!

What has been challenging with your job in this Co-VID world?

SANDY: Bellwoods is kinda new to the LCBO/Grocery world, but it’s been a fun challenge getting new listings into stores. Covid has impacted the way we can present our beer but we are getting creative with how we market our products. 

TYSON: Finding the right balance for contacting my customers. Stores need more support than ever in this new and challenging environment, but they also have less time to deal with issues as they arise. It’s important to be considerate of limitations, but also just be considerate in general. If you go into a retail store, do your best to be supportive of the people working there. 

AMY: I would say having a boatload of patience has been challenging. The lockdown was necessary but a long waiting game for many businesses. It’s about understanding that everything takes a little longer now. 

MICK: Just really generating decent volumes is tough. Also knowing that the great customers you’ve built relationships with are struggling to keep their businesses afloat and trying to manage that delicate balance of selling beer and having to be a little bit tighter on credit due to the possibility of places going under.  I’m spending a lot more time talking to the brewery about Accounts Receivable:).

Any silver linings or positives?

SANDY: As someone who just started 4 months ago, COVIDcovid has made me learn and think quickly on my feet. It has also allowed me to get to know my team at a more intimate level. Despite all the uncertainty, I can’t wait to see what it has in store for me!

TYSON: That’s another tough one. I think that there is a lot more tangible value associated with small independent businesses and a lot of public support has turned up for them. As well we have seen some relaxing of our very prohibitive laws to allow businesses more sales options and routes to market like bottle shops, bodegas, and allowing restaurants to sell alcohol through take out. 

AMY: Always! Fast-forwarding our age-old liquor laws has been a huge win. Watching businesses change their entire plan with great success. Craft. Beer. Bodegas. It’s a dream to access so much great craft beer and wine all in one dreamy space. More bike lanes! Pop-up Patios! Creative take out experiences! Neighbouring businesses and communities supporting each other-what it’s all about.

MICK: A sense of “we’re all in this together” is very prevalent.  That really helps to know that we’re not alone out there and we can call a fellow rep or meet for a beer to talk about our various challenges.

Finally, any interesting anecdotes to share?

SANDY: It’s been an insane few months of changes but I’ve got no cool stories at the moment, sorry!!  

TYSON: I heard Lost craft is buying Mill St….Just kidding. I’d just like to give a shout out to all of the front-line workers out there that are stocking shelves, dealing with the public, and keeping things running as safely as possible. They don’t get the credit they deserve and I really value the effort they are putting in. 

AMY: Like many Reps I worked delivery during the lockdown. Driving a sprinter van East to West Toronto in 10 minutes during “rush hour” is something I will never again experience in my lifetime. 

MICK: I guess the most interesting thing that happened in all this was I tried to have some fun with the home deliveries and invented a little alter ego persona known as the Craft Beer Ninja.  I posted lots of pics of me in a Karate suit delivering to people and some started to dress up to receive their beer so it brought a bit of levity to the otherwise depressing reality!

Craft Beer Rockstars at the LCBO – Part 1

A spotlight on Ontario’s Retail Beer Ambassadors

Written by Co-Founder Erica Campbell (@TorontoErica)

The craft beer section at the LCBO has changed a lot in the 8 years that I’ve been in the industry. The number of breweries has ballooned and the number of products from each brewery has skyrocketed. Before, 6 packs and large format speciality bottles were the majority, but now cans are KING. Craft breweries often stick to a formula of releasing 4 seasonal beers on top of their regular products but now we’re seeing many breweries drop monthly releases, unique one-off’s, collaborations and featured series. The diversity of styles out there now is staggering and eye-catching label design has become more of a factor.

Thankfully, to manage this ever growing category, most LCBO stores now designate a ‘beer captain’ or ‘beer ambassador’. This includes working with macro breweries, imports and of course, Ontario craft breweries. It’s often a complicated game of Tetris trying to fit in all the new products amongst the mainstays. They also have to clear out products that don’t sell, determine what ‘deserves’ to go in to the coveted cold fridge spots all the while keeping everything stocked up (especially during Co-VID 19 times when everyone is drinking ALL THE BEER) and assisting beer curious customers.

These folks are passionate about beer and they have a knack for creating exciting and dynamic beer sections. They take great pride and many have really taken their role to the next level by creating Instagram accounts to promote and hype up the beers they have at their store. This social media promotion not only helps the breweries but will often catch the eye of other beer captains who will start carrying it too!

So without further ado, here is my Q&A with 7 rockstar LCBO Beer Captains from across Ontario. PLUS one kick-ass grocery beer manager who has created his own beer retail haven in the Ottawa area.

*Stay tuned for Part 2 of this article, next week!*

What’s it like to be an LCBO Beer Captain?

JOE, BEER CAPTAIN AT BROOKLIN LCBO (STORE #237)
It’s fun and challenging all at the same time.

ERIC, BEER CAPTAIN AT EAST GWILLIMBURY LCBO (STORE #391)
It’s a strange mix between fun, confusing and frustrating all at once. But definitely a job I’m happy to be doing.

CHRIS, BEER CAPTAIN AT TRENTON LCBO (STORE #065)
Honestly love it, allows me to have new and fresh craft beer all the time and get it out to the people that enjoy it as much as I do

TIM, BEER CAPTAIN AT UXBRIDGE LCBO (STORE #386)
It never stops. With so many breweries out there coming up with their own seasonal and unique beers, it’s hard to keep up with them all… and I want them all.

COLIN, BEER CAPTAIN AT LCBO VICTORIA PARK/ELLESMERE (#228)
Being the Beer Ambassador is only part of the many things I do in the store, so I have to make time for myself to do what needs to be done in the fridge. I pour a lot of love into my fridge, and try really hard to create one of the best selections of craft beer in the city.  It’s awesome when customers compliment the section, it’s nice to see people appreciate what I’m doing.

SAM, BEER CAPTAIN AT LCBO TORONTO DUFFERIN MALL (#648)
Great! You get a chance to meet amazing people from different breweries, try new beers and learn about the fast paced industry of craft beer.

AARON, BEER CAPTAIN AT LCBO STONEY CREEK EASTGATE SQUARE (#545)
As a beer fan, it’s great! Every week is Christmas when I get new stuff in.

JEFF, BEER MANAGER AT BROWN’S INDEPENDENT GROCER, STITTSVILLE
I love it! What’s better than working with something that you are extremely passionate about?

Is there a training or an application process to be Beer Captain? How’d you get the job?

What is your favourite part of managing the beer section? 

JOE, BROOKLIN LCBO
“Being able to showcase as many craft brewers as I can and to get their products to customers.”

ERIC, EAST GWILLIMBURY LCBO
“My favourite part is simply seeing how many different breweries and beer options are out there. Seeing how the flavours and styles shift for the season and years.”

CHRIS, TRENTON LCBO
“Bringing in all the new beer and trying them.”

TIM, UXBRIDGE LCBO
“Won’t lie, getting new beer. If I see a beer we don’t have that I’ve never had, I can order 2 cases. I get to try it and then I can sell the rest easily.”

COLIN, VICTORIA PARK/ELLESMERE LCBO
“Hands down my favourite part is interacting with customers and talking beer, that’s what it’s all about for me.”

SAM, TORONTO DUFFERIN MALL LCBO
“My favourite part is meeting all the amazing beer reps from all the different breweries! Their passion and enthusiasm for beer always keeps the conversations interesting!”

AARON, STONEY CREEK EASTGATE SQUARE LCBO
“My favourite part is interacting with customers and talking beer or simply helping if they need assistance as they are starting to explore the world of craft beer.”

JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
“I think my favourite part is discovering new beer to enjoy. I love being able to share my experiences with customers.”

If you weren’t in your current job, what would you want to be doing?

JOE, BROOKLIN LCBO
“I would still be chasing down or already be a Cop.”

ERIC, EAST GWILLIMBURY LCBO
“Honestly no clue what I would be doing if not LCBO. If I was to leave now, I’d try to keep in the craft beer world. If I didn’t get into LCBO, I’d probably have ended up in either the police or security field.”

CHRIS, TRENTON LCBO
“Next step for me is definitely a brewery.”

TIM, UXBRIDGE LCBO
“Brewing beer and listening to Slayer.”

COLIN, VICTORIA PARK/ELLESMERE LCBO
“I’ve been into craft beer for quite a while, and home brewing for 3 years now, and I wish I started way sooner. If not for my current job I can definitely see myself in the beer industry, in sales or production.”

SAM, TORONTO DUFFERIN MALL LCBO
“Pass!”

AARON, STONEY CREEK EASTGATE SQUARE LCBO
“I’d love to take my role a step further and curate the selection on a larger scale from store to store accounting for what’s local and planogramming.”

JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
“Probably still managing the store as a whole. I would love to keep exploring opportunities within Ontario craft beer.”

Do you have free reign to create your beer section?

JOE, BROOKLIN LCBO
I probably have a solid 95% control of my fridge.

ERIC, EAST GWILLIMBURY LCBO
“All the managers I’ve had since taking the role have let me do what I want with the fridge. Mostly because I’m the only one that can make sense of it all, managers tend to stay out of the fridge.”

CHRIS, TRENTON LCBO
I have 100 percent free reign.

COLIN, VICTORIA PARK/ELLESMERE LCBO
I do! Over the years, I’ve been very lucky to have managers that trust me enough to reconfigure and add shelves to increase the amount of different sku’s, allowed me to list whatever I want and display it however I want.

SAM, TORONTO DUFFERIN MALL LCBO
I typically have about 70% free reign. There are forced products that change monthly, but the rest of the listings are the beer ambassadors decision.

AARON, STONEY CREEK EASTGATE SQUARE LCBO
Fortunately I do. I have built a strong relationship and trust with my store manager that allows me to pick and choose what I see fit. Although some items are forced and must remain.

JEFF, BROWN’S INDEPENDENT GROCER, STITTSVILLE
I have an extremely supportive store owner who lets me do whatever I want with our beer section. That support has allowed me to make our store a destination within our region.

Spring 2020: 10 New Craft Beers at LCBO!

Photo credit: Colin Green (@vp_craft_lcbo) at LCBO Victoria Park & Ellesmere. 

written by Erica Campbell, Co-founder SOBDL

Like everything in society right now, things are quite unusual at LCBO due to COVID-19. Stores are closed Mondays, have reduced hours, there’s massive line-ups and staff shortages. Breweries are sifting through all these roadblocks and complications daily making it QUITE a challenge to sell beer to the LCBO right now!

THE STRUGGLE IS REAL

Sales reps can’t visit stores to drop off sales sheets, connect with beer ambassadors to discuss new products, check date codes for product freshness, request specific shelf placements, smooth out issues and do staff tastings; all key ways to get product on LCBO shelves. On top of that, breweries have also been asked to refrain from calling and e-mailing stores to relieve the very stressed and busy LCBO staff. So, although direct delivery from breweries is booming right now, craft breweries are struggling to get their beer on LCBO shelves; one of the biggest revenue sources for craft breweries in Ontario.

LET’S DO OUR PART

But let’s not get all doom and gloom. I want to HYPE UP a whopping 10 (+1 bonus beer) really interesting and unique Springtime Ontario beer releases gracing LCBO shelves that YOU can drink either right NOW, or very soon.

WHAT’S NEW IN BEER

Now, not all of these brands are “new“. You may have enjoyed a pint on tap or grabbed cans to go direct from a brewery. But, they’re all new to LCBO. You’ll also note a major departure from what filled the shelves during the fall/winter months. Darker, full-bodied, high alcohol brews are getting swapped for lighter, juicier, crisper offerings reminiscent of warm weather drinking. 

DRINKING OUR WAY ACROSS THE PROVINCE

I was pleasantly surprised that it appears we have a solid mix of Toronto-area beers AND a nice selection from outside Toronto. We’ve also got brews from relatively new breweries AND ones that have been open for decades. And size-wise, there is quite a bit of diversity: ranging from tiny brew pubs to bigger volume-driven operations. 

So without further ado and in no particular order, here are some of the beers we, at the Society, are most excited to try out in the coming months!

Cheers,
Erica

P.S – Pregnancy during a pandemic SUCKS. It’s nothing short of a travesty. But I will keep this list handy for post-birth enjoyment!

• THE BREWERY: Omnipollo (Brewed at Brunswick Bierworks)
• THE BEER NAME: Mimmi
• THE BEER STYLE: Mimosa Sour
• THE BOOZINESS: 7% 

ON THE SHELF? Not yet! Look out for it Mid-May

THE BREWERY MEMO: An intuitive and carefree union of vinous sour beer and orange juice.

Catching the last memories of summer with this Mimosa inspired fruited sour full of lemon peel and orange juice. Orange, medium-bodied, mildly hopped, orangey, citrus notes.

• THE BREWERY: Muddy York 
• THE BEER NAME: Working Hard
• THE BEER STYLE: New England IPA
• THE BOOZINESS: 6.5%

ON THE SHELF? Looks like it!

THE BREWERY MEMO: We re-release our Working Hard NEIPA with a snappy new look. After experimenting with different hop combinations over the past year, we’ve settled on the super juicy, and tropical duo of Mosaic & El Dorado. Aromas of mango, tangerine and stone fruit burst out of the can, making this hazy New England IPA the perfect way to reward all of your hard work. 

• THE BREWERY: Radical Road
• THE BEER NAME: Cucumber Mint Kolsch
• THE BEER STYLE: Flavoured Kolsch
• THE BOOZINESS: 5.0%

ON THE SHELF? Not yet! Look for it early May

THE BREWERY MEMO: Refreshing & lively with real fruit flavours and no bitterness. The addition of cucumber and mint adds a lovely freshness to this German-inspired style Kolsch.  Like cucumber water and beer had a baby! 

• THE BREWERY: Muskoka Brewery
• THE BEER: Late Bloomer
• THE STYLE: Kolsch with Elderflower & Blueberry
• THE BOOZINESS: 5.0%

ON THE SHELF? Indeed!

THE BREWERY MEMO: This Kolsch-style beer is brewed as ale then cold fermented and aged. Elderflower and blueberry are added to create a fruity, crisp beer with hints of blueberry pie and citrus zest. Mirroring the aroma, blueberry and elderflower provide a mix of muted fruit and fresh floral flavour, while fresh flavour, while slight hop bitterness provides additional floral notes with a hint of spice.

ON THE SHELF? Looks like VERY soon!

Featuring:

• THE BEER: Piñata
• THE STYLE: Ginger Peach Sour
• THE BOOZINESS: 4.8%

THE BREWERY MEMO: Take a swing at this delicious kettle sour which is packed with ginger and fresh peach puree. With a spicy ginger aroma, sweet peach notes, and a whack of sour, this unique beer is bursting at the seams with flavour!

• THE BEER: Pleasant Island
• THE STYLE: Hazy Pale Ale
• THE BOOZINESS: 4.9%

THE BREWERY MEMO: Floating on the breeze, this hazy pale ale is a pleasant respite from the everyday. Brewed with New Zealand hops, this sessionable pale ale has a balanced spicy bitterness and big juicy tropical hop notes.

• THE BEER: Cry If I Want To
• THE STYLE: Sour IPA
• THE BOOZINESS: 5.7%

THE BREWERY MEMO: This delicious Sour IPA has a tangy tartness upfront alongside juicy citrus hop flavours from the generous additions of Mosaic, Amarillo, and Cascade hops.

• THE BEER: Helles
• THE STYLE: Lager
• THE BOOZINESS: 4.5%

THE BREWERY MEMO: Crisp, refreshing, and smooth, this classic lager is the perfect go-to beer. Inspired by traditional German light lagers, this award-winning Helles Lager is light gold in colour with a balanced malt sweetness and crisp noble hop finish. 

• THE BREWERY: Indie Ale House
• THE BEER: Lemonade Stand
• THE STYLE: Lactose Sour
• THE BOOZINESS: 5.0%

ON THE SHELF? Not quite yet! Look out for it early-mid May

THE BREWERY MEMO: We started brewing this a couple of years back, initially inspired by everyone’s favourite summer drink. This brew is dry hopped and brewed with Meyer lemons and lactose, creating a refreshingly tart brew with a hint of sweetness. 

• THE BREWERY: Beau’s All Natural 
• THE BEER: Juiced Up
• THE STYLE: New England Pale Ale 
• THE BOOZINESS: 4.5%

ON THE SHELF? So very soon! Early May

THE BREWERY MEMO: A Hazy Pale Ale that doubles down on delivering big, New England style juicy hop aroma and flavour. It’s soft on the palate and really refreshing with a bright finish. It hits all the right notes of citrus, tropical and fruity with a hint of those dank, sticky hop resins we love. 

• THE BREWERY: Bench
• THE BEER: Cherry Grove
• THE STYLE: Mixed Fermentation Ale on Niagara Cherries 
• THE BOOZINESS: 6.2%

ON THE SHELF? Yes! Grab it!

THE BREWERY MEMO: fermented on Niagara Montmorency cherries and brewed up with Mosaic hops and fermented with lactobacillus, saison and brettanomyces. Notes of tart cherries and citrus fruit with a tangy acidity with subtle earthiness.

• THE BREWERY: Bellwoods
• THE BEER: Jutsu
• THE STYLE: Pale Ale 
• THE BOOZINESS: 5.6%

ON THE SHELF? Yes! Find it here!

THE BREWERY MEMO: Jutsu was created to embody all the elements of hoppy beer we love, in a most approachable format. This pale ale is easy to drink, and easy to call a favourite. It’s super aromatic, but low in bitterness, incredibly hazy, but light bodied, and strikes the perfect balance between juicy and dry. Hazy with restrained bitterness, juicy yeast-derived aromatics, and a dry body. A refreshing and super drinkable hoppy beer with notes of cantaloupe, grass, and nectarine.

• THE BREWERY: Caledon Hills
• THE BEER: Bohemian Pils
• THE STYLE: Bohemian Pilsner 
• THE BOOZINESS: 4.2%

ON THE SHELF? Oh ya! Go for it!

THE BREWERY MEMO: Our Bohemian Pils is brewed in the Headwaters region on Ontario using Fresh Caledon water. The result, a locally brewed beer elevated by using a world renowned Bohemian Pilsner malt to perfect a clean, crisp pale-light lager. From the backyard to the patio, this craft beer pours like liquid sunshine making it a true local favourite. 

LAST BUT CERTAINLY NOT LEAST…

ON THE SHELF? It is! Snag it here!

THE BREWERY MEMO: The 3rd in our collab series with Henderson, #Brew0003 is a bright, fruit-forward, highly drinkable light IPA at 4%. You’ll smell fresh lime and grapefruit along with citrus oil and ripe melon. The taste is a big citrus flavour up front followed by a bright fruitiness, touch of bitterness and a herbaceous note. The addition of oats and wheat make it soft and almost creamy on the palate, encouraging another sip. It’ll be your new summer favourite!

…OH YOU THOUGHT WE WERE DONE, EH? 

BONUS! Not a beer, but…

• THE MEADERY: Royal Canadian Mead
• THE MEAD: All Day Croquet
• THE STYLE: Wildflower Peach Session Mead
• THE BOOZINESS: 5.6%

ON THE SHELF? Yup! Try it!

THE MEADERY MEMO: A bright, fruity session mead brewed with Ontario brewed with Ontario wildflower honey and fresh peach puree. Bright peach skin aromas with a subtle stone fruit flavour and mild floral finish.  Lightly carbonated, crisp and dry.