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TouchWood Editions Spring 2020

  • Sales Rights

    For sale with exclusive rights in: WORLD
  • Supply Detail (CA US)

    Distributor: Heritage Group Distribution Supplies to: CA US Availability: Available Expected Ship Date: Apr 07, 2020 On Sale Date: May 05, 2020 $23.00 CAD
  • Catalogues

Tapping the West
How Alberta’s Craft Beer Industry Bubbled Out of an Economy Gone Flat
By (author): Scott Messenger
Scott Messenger


Touchwood Editions



Product Form:


Form detail:

Paperback , Trade


General Trade
May 05, 2020
$23.00 CAD


7.75in x 5 x 1 in | 1 gr

Page Count:

312 pages
Touchwood Editions
COOKING / Beverages / Alcoholic / Beer

The story behind Alberta's craft beer boom. An insider’s look that brings together tasting notes, social history, politics, and science.

When Alberta eliminated its laws around mandatory minimum brewing capacity in 2013, the industry suddenly opened to the possibility of small-batch craft breweries. From roughly a dozen in operation before deregulation, there are now more than a hundred today, with new ones bubbling up each month. It’s an inspiring story, one that writer Scott Messenger tells in impressive scope.

At a time when Alberta was still recovering from the plunge in oil prices in 2008, deregulation represented a path to economic diversification. Messenger takes readers on the road with him to investigate artifacts left behind by Alberta brewers dating to the late-1800s, to farms responsible for the province’s unrivalled malt, and into the brewhouses and backstories of some of Canada’s best new beer makers. It’s an insider’s look at history in the making.

With humour, straight-talking tasting notes, and a willingness to challenge stereotypes, Messenger introduces us to key players in the industry. We meet Graham Sherman of Tool Shed Brewing, who helped spearhead the change in legislation; Greg Zeschuk, whose Belgian-inspired brewery is poised to put Alberta beer on the global map; the sisters behind Northern Girls Hopyard, Alberta’s first hop farm; and many more.

Messenger winds up his narrative with a good, old-fashioned pub crawl, a fitting finale for the story of an industry that is, at its heart, about having fun with friends. Bringing together social history, politics, and science, Tapping the West is engaging and balanced—not unlike the perfect you-know-what.

Scott Messenger’s blog One Year of Alberta Beer was featured on CBC radio, and led to a deeper examination of the steadily booming craft beer industry in Alberta. His writing on a variety of subjects has appeared in the Guardian, Eighteen Bridges, Canadian Geographic, Avenue and more. He lives in Edmonton with his wife and two daughters.

Media + Publicity:
  • Baseline media outreach to Calgary Herald, Edmonton Journal, Edmonton Sun, Lethbridge Herald, Red Deer Advocate, St Albert Gazette, Banff Crag and Canyon, Grade Prairie Daily Herald-Tribune, Lacombe Globe, Globe and Mail, CBC’s Daybreak Alberta, CBC’s The Homestretch, CBC’s Edmonton AM, CBC’s Calgary Eyeopener, CBC’s Radio Active, CBC’s The Current
  • Subject specific print features, excerpts and review coverage in Alberta Craft Beer Guide, Taps Magazine, Poured Canada, The Tomato, Culinaire, T8N Magazine, Avenue Calgary, Avenue Edmonton, Eat Local, Growler, What's Brewing, Celebrator, Craft Beer and Brewing, Craft Beer, and blogs Eat North, Only Here for the Food, and Grains West
  • Direct marketing outreach to craft brewing organizations and associations throughout Alberta
  • Festival submissions to LitFest Alberta, St. Albert StarFest, Lethbridge Word on the Street
Marketing + Promo:
  • Regional and subject-specific print features, excerpts, review coverage, radio broadcast interviews
  • Subject-specific print features, excerpts and review coverage
  • Blogger outreach, online ads and social media campaigns
  • Outreach to subject-specific organizations, markets and festivals
  • Outreach to travel and tourism organizations
  • Festival appearances
  • Excerpts available
Marketing + Promo Deliverables
  • Electronic ARC
  • Postcards
  • Online banner
  • Press release
BISAC Codes:
  • CKB007000 COOKING / Beverages / Alcoholic / Beer
  • BUS070120 BUSINESS & ECONOMICS / Industries / Food Industry
  • BUS025000 BUSINESS & ECONOMICS / Entrepreneurship
BISAC Regional Themes
  • Alberta
BISAC Merchandising Themes
  • HL060 HOLIDAY / Father's Day
  • HL010 HOLIDAY / Christmas
THEMA Subject Codes
  • WBXD2 Food & drink: beers & ciders
  • KNSB Food & drink service industries
  • TDCT Food & beverage technology
  • KJH Entrepreneurship
THEMA Place Qualifiers
  • 1KBC-CA-A

For more information contact
[email protected]
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