Tariffs brew opportunity for Great Western

While people across Canada brace for the impact of U.S. Donald Trump’s proposed trade war, Great Western Brewing Co. is beginning to see the positives of the country’s sudden spike in national pride. 

The Saskatchewan company began brewing beer in Saskatoon in 1989 following the amalgamation of Carling O’Keefe and the Molson Brewing Company. Sixteen  founding members purchased the brewery and have since worked to craft a diverse portfolio of local beer. 

Ruben Cooper is Great Western’s Territorial Manager who focuses on marketing beer to rural consumers. 

“The biggest change as far as marketing is really pushing the Canadian made company founded by 16 Saskatchewan residents,” said Ruben Cooper, Great Western’s Territorial Manager who focuses on marketing beer to rural consumers.

Great Western works to ensure their products are Canadian made, Cooper said. As far as materials go, the local beer manufacturer has fewer concerns than many other Canadian breweries. 

“We source all of our grains from Saskatchewan and Canadian farmers,” said Cooper.  “Our hops come from Moosomin along with other areas in Canada.” 

Although Great Western is committed to using Saskatchewan grain, Cooper mentioned potential challenges in the future in the event of poor growing seasons and potential issues sourcing aluminum for beer cans. He also said the beer industry will remain relatively unscathed compared to wines and spirits.

With Saskatchewan Premier Scott Moe confirming that the purchase of American alcohol will cease despite Trump’s partial tariff pause, certain products such as Pabst Blue Ribbon, Tito’s Vodka, and all Kentucky bourbons will soon vacate Saskatchewan shelves.

Companies such as Molson, Labatt’s, and Columbia have long standing breweries in Canada, despite some brewing certain American beers such as Budwieser and Coors Light. Despite being brewed in Canada, many companies such as Labatt’s are owned by foreign parent companies including Anheuser-Busch, an American company located in Missouri.

Great Western hopes its status as a 100 per cent Canadian company can elevate its brands to new heights. Cooper mentioned the recent uptick in business with his rural clientele. 

“I have secured three different fundraising events that are going exclusively with Great Western. Whereas in the past it would have been tough to accomplish that,” said Cooper.

He also admits that many people in Saskatchewan are loyal to certain beers, but now sees that many organizations and events across the province are sacrificing the comfort of the few to support a local brewing company. 

Cooper was also quick to note the support the company has seen on different platforms such as X and Reddit. 

“I was looking into it on different forums and I’ve seen a lot of people recommend our products above the American guys.” Cooper said. 

Although Great Western hasn’t witnessed a major increase in sales directly related to the tariffs, Cooper mentioned that the company often sees a sales spike in the spring and summertime due to the affects the warmer weather has on local consumers and could foresee a larger peak then past years. 

Great Western has a long history of sponsoring local events such as Telemiracle and other local events. Cooper predicts that the company’s focus on community will only increase as Canadians continue to support local businesses.