Recently, I was able to have a conversation with Trevor Lehoux, the founder, and Brewmaster of Skeleton Park Brewery in Kingston, Ontario. Skeleton Park is attempting to uncover the rich history of Kingston through old vintage beer recipes native to the area. In 2015 the Skeleton Park crew began to perfect these recipes, while in 2019 they opened their first retail space which they have made their home producing fresh craft beers using local ingredients. Currently, Skelton Park Brewery has 4 employees and is producing approximately 1000 hectoliters of beer a year. Here are some interesting notes from our conversation:
· With the Skeleton Park producing 1000 hectoliters per year of beer they do not brew everything on site. They are actually able to produce 800 hectoliters onsite and complete the rest offsite through a contract.
· Skeleton Park currently has plans for expansion in order to have more production on site. Recently, they purchased their own canning machine. Where previously, they had been contracting their canning out. After analyzing prices, they found it was more cost-effective to purchase their own canning machinery. Further, they wish to purchase 2 new fermenters by the summer of 2021 in order to produce more beer at their facility.
· Skeleton Park has been fortunate during Covid that due to their location in Kingston it has allowed them to keep their doors open to the public. Additionally, they have partnered with local restaurants and businesses to help highlight their beers. One partnership included purchasing a case of beer and receive a pie from a local bakery. Another effective tactic they initiated was partnering with their existing licensees to create a meal paired with a case of beer because the Ontario government allowed for alcohol delivery to homes. Trevor wanted to emphasize that although they are always looking for creative marketing they never want to be seen as the brewery that is always giving away free stuff.
· Currently, Skeleton Park does some in-house marketing however the majority is done externally by a third party. Skeleton park does pay a premium for this but they do believe it displays premium benefits with a strategy surrounding their marketing. Skeleton park is also able to see the ROI through its ads and focus on specific target demographics. As previously mentioned Skeleton park has chosen the path of recreating local vintage beers from before prohibition. Which they have noticed has brought a more mature crowd. Trevor mentioned how a more youthful consumer might gravitate towards funkier beers however that isn’t the target audience that they have chosen.
· When it comes to the distribution of their product Skeleton Park Brewery has contracted out delivery of their products to bars, restaurants, and the LCBO. However, when it comes to local delivery to its customers within the Kingston area it is free and done in-house. The shipping company that they use has depots across Ontario where they ship bulk orders of beer and restock as needed which ideally helps with storage on-site as well.
· An area where Trevor has been focusing is on the efficiency of his brewing process. Having the ability to produce the most product while matching the consistency of taste. Trevor does mention how every brewhouse is different and depending on the equipment your brewhouse production is going to vary.
For more information on Skeleton Park Brewery visit their website at shop.skeletonpark.ca/
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