From Advertising to Ales: The Story of Sawdust City Brewing
From Advertising to Ales: The Story of Sawdust City Brewing
The Genesis of a Brewmaster's Journey
"I realized that ... I like beer a lot more than I like marketing."
A Career Change Fueled by Passion
Sam Corbeil, the brewmaster at Sawdust City Brewing in Gravenhurst, Canada, took a detour on his career path. "I used to work in advertising," he admits, "I realized that ... I like beer a lot more than I like marketing." This revelation, sparked during travels in Europe, led him on a journey into the world of craft beer.
Determined to learn from the best, Corbeil enrolled at the prestigious VLB brewing school in Berlin, Germany. Upon returning to his home province of Ontario in 2006, Corbeil's passion paid off. "I came back to Ontario ...and got a job like the first day," he recalls.
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Serendipitous Beginnings and Contract Brewing
A few years later, a pivotal encounter with Rob Engman, now co-owner of Sawdust City, would change his direction again. "We kind of knew each other and then we decided to meet up at his place...and we decided that we wanted to do it in Gravenhurst. It was a very easy, quick conversation," Corbeil says of the decision to establish Sawdust City.
Initially, the pair envisioned opening a brewpub. However, an opportunity to begin contract brewing at Niagara College emerged, allowing them to build their brand without the immediate pressure of a physical brewery. This experience, while initially viewed with some skepticism by Corbeil, proved invaluable. "It all evolved so organically...in hindsight, it was very fortuitous to have that opportunity... But at the time, like, uh, it kind of irked me a little bit."
Building on History: The Sawdust City Name
The two specifically chose Gravenhurst as their location because of the town's former lumber industry. "When we were going to build that building down in the water ... we had to drill through like 15 feet of physical sawdust to get to the granite" Corbeil explains. This heritage resonated, leading to their unique brewery name. "The name [Sawdust City]...sounded, you know, contemporary, but a throwback to the past."
Education and Evolution
From its earliest days, Sawdust City Brewing embraced a mission of education. "A lot of our drive at the beginning ... was education. So we try to produce as many different beers as possible and give people the choice and the opportunity to learn about where these styles come from," Corbeil emphasizes. This focus reflects the growing curiosity among Ontario craft beer drinkers, eager to explore both classic and innovative styles. Sawdust City has built a reputation for its wide-ranging portfolio, from traditional German lagers to hop-forward IPAs and even daring pastry stouts.
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A Canadian Beer in Norway
One of Sawdust City's most unique stories involves their Little Norway pilsner. A chance encounter with a Norwegian marketing company, searching for a Canadian brewery partnership after Rob Engman won the Canadian Brewery Awards, led to a serendipitous collaboration.
Corbeil and Engman seized the opportunity to share the story behind Gravenhurst's "Little Norway" nickname, born from its role as a training ground for Norwegian pilots during World War II. The resulting Little Norway pilsner became a surprise hit in Norway, highlighting the power of storytelling in craft beer. "I'm still super stoked that I got to have a beer in Norway with my name on it," Corbeil shares.
Conclusion: Challenges, Resilience, and Precision in a Changing Market
Beyond day-to-day production
The craft beer landscape has evolved significantly in recent years. Ontario now boasts over 400 breweries, increasing competition and adding to economic pressure. Sawdust City has navigated these changes successfully, owing to its strong brand and early entry into the market, turning it into a reference in the global craft beer scene.
A Beacon for Aspiring Brewers
Sam Cormail's journey offers invaluable insights for anyone looking to enter the craft beer industry. His advice to gain firsthand experience, understand the business side of brewing, and enter the industry for the right reasons is a guiding light for aspiring brewers. Sawdust City Brewing's story is a compelling narrative of innovation, community, and resilience, serving as both inspiration and cautionary tale for the next generation of craft beer enthusiasts.
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