By Travis Persaud
Two words summed up Beyond The Pale’s first week. “We’re fucked.”
It was a simple and honest assessment by brewer and co-owner Shane Clark, and everyone agreed.
“That was our motto,” says Robert McIsaac, co-owner of Beyond The Pale. “‘Well, we’re fucked!’ Everyone would just look around and nod.”
The Hintonburg brewery sold out their entire stock of beer during their first week of operations — a surprising and overwhelming feat for the then-tiny 900 sq. ft. brewhouse. And it hasn’t stopped.
“Do I remember? Well, yeah, it happened last week!” McIsaac says.
To say the little brewery at 5 Hamilton Ave. has experienced more than anticipated in its first year is a bit of an understatement. And by the looks of it on their Facebook page, it has resulted in many a high-five. Here’s the brief recap:
- They outgrew their space. “We knew it would be a squeeze, but we’d thought we would be okay for a couple of years,” McIsaac says. “[But] within three months we punched a hole in the wall and doubled our size.”
- They brewed way more than expected. “I didn’t think we’d have so many beers released by this point,” says Clark, who has pushed more than 20 styles out of the brewery. “I didn’t think we’d be able to sell that many different types of beer. It’s surreal.”
- They veered well off of the original plan: “It’s been very dynamic,” McIsaac says. “We continually reassess as needs come up. And we’re still learning to gauge the market. We didn’t know how many people would drink Imperial Super Guy. People crushed it. Same with our sour beer, we sold everything we bottled on the first day.”
Read the rest of this story »