Best of Kin Introduces the Beer They Don’t Want to Brew

As Jasper burns and wildfires tear through Canada, summer 2024 is already a destructive force in a series of record-breaking wildfire seasons. In 2023, 45.7 million acres of Canadian woodland, or 5% of Canadian forests, were decimated, profoundly affecting Canada’s environment, communities and businesses. Yet, from the heart of Alberta, a beacon of hope emerges. Best of Kin, a local microbrewery, presents Fire Bloom, "The Beer We Don't Want to Brew" – a special edition lager crafted from Fireweed honey, aimed at supporting reforestation efforts and combating climate change.

Best of Kin co-founder Collin Mortson reflected, "It's truly disheartening that circumstances necessitate the brewing of such beer. Our fervent hope is for a future where fireweed honey production becomes obsolete. Until that day arrives, let's raise our glasses to inspire change.

Fire Bloom Honey Lager is brewed using the honey from Fireweed, the first flower to flourish in the aftermath of wildfires. As such, it is a symbol of regeneration in the face of devastation, made to fund reforestation and to ignite a conversation about ecological stewardship and the protection of Canadian forests. Best of Kin banded with local community allies, including TANK Worldwide, Pursuit Properties, Sobey’s, Project Forest and honey supplier Planet Bee. By promoting Fire Bloom in Sobey’s stores and Pursuit Properties venues across Alberta, Best of Kin is giving Canadians a chance to drink for a change.

Ryan Mortson, co-founder of Best of Kin, reflected on the impact of the wildfires, "As friends, families, and local businesses face displacement and loss, indigenous communities see their ancestral lands devastated. Yet, amidst the ashes, our community remains resilient. This beer is a testament to our unity and determination to rebuild stronger than before." 

“The Beer We Don’t Want to Brew” is encouraging local community empowerment: a portion of each beer sold will fund efforts to reforest and rewild our land, in collaboration with Albertan non-profit Project Forest. Fire Bloom will be accessible at Pursuit bars and restaurants and throughout Sobey’s stores in Alberta, where it is set to be featured as beer of the week for the week of September 5th through 11th. It can also be found at the Best of Kin taproom, select craft beer retail outlets, and at events like the Calgary Beer Fest, Pursuit Beer Cruises and tastings, and charity events. To find out more about “The Beer We Don’t Want to Brew,” visit here.

Advertising agency TANK Worldwide enlisted the talent of Canadian Fire artist Steven Spazuk, renowned for his exploration of the climate crisis through his unique use of fire and carbon as mediums, to create the initiative’s label art and logo. Steven stateed, "My work explores the current reality of the climate crisis through lenses that highlight the ambivalence of humanity, depicting the delicate balance between creation and destruction."  

"Life always finds a way. Leading a movement of hope, reclaiming ownership from challenging times at the source, is a profound honour," declared Marty Martinez, chief creative officer at TANK Worldwide.