Calgary-- As expert forecasts warn of another intense wildfire season in 2024, it's essential to recall the havoc wreaked by the forest fires of summer 2023, ravaging 45.7 million acres of Canadian woodland, profoundly affecting countless lives 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 on our land.
Best of Kin co-founder Collin Mortson
reflects, "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."
With honey sourced from Fireweed, the first flower to flourish in the aftermath of wildfires, Fire Bloom Honey Lager embodies a symbol of regeneration in the face of devastation. To ignite a conversation about protecting Canadian forests and ecological stewardship, Best of Kin banded with local community allies, including TANK Worldwide, Pursuit, Project Forest and honey supplier Planet Bee. By promoting Fire Bloom in venues across Alberta, Best of Kin is giving Canadians a chance to drink for a change.
“The Beer We Don’t Want to Brew” effort centers itself on local community empowerment, and 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, as well as OOH activations including Beer Cruises and at tastings. Additionally, patrons can enjoy this special brew at Best of Kin's Calgary taproom and select retail outlets throughout the city.Ryan Mortson, co-founder of Best of Kin, reflects on the impact of the wildfires: "As friends, families, and local businesses faced displacement and loss, indigenous communities saw 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."
"Life always finds a way. Leading a movement of hope, reclaiming ownership from challenging times at the source, is a profound honor," declares Marty Martinez, Chief Creative Officer at TANK Worldwide.
About Best of Kin
Founded in 2017, Best of Kin Brewery emerged from a decade-long dream of its founders, who left their jobs to pursue their passion. Named in honor of their late father, the brewery's goal is simple: to create exceptional beer to share with loved ones and commemorate those who are no longer with us. Using Alberta malt and BC honey, Best of Kin sources 100% of its ingredients from local suppliers.
About Pursuit
Pursuit is a collection of inspiring and unforgettable experiences in iconic places including Alaska, Montana, the Canadian Rockies, Vancouver, Reykjavík, Las Vegas and Chicago.
About TANK Worldwide
TANK WW is a creative advertising agency that uses their craft to have a positive impact on human lives within the health and wellness space. TANK WW specializes in developing creative campaigns that will drive brand awareness and behavior change while also addressing the most important issues facing our society today. TANK’s clients include some of the largest global pharmaceutical companies in the world as well as small start-ups with big ambitions. TANK is part of Grey a WPP (NYSE: WPP) agency.
About Project Forest
Project Forest is an Albertan non-profit working to permanently rewild and reforest Canadian land using the correct range of native species, in partnership with Indigenous communities, conservation groups, and private landowners.
About Planet Bee
Established
in 1997, Planet Bee is a family-owned and operated honey farm nestled in the
scenic Okanagan Valley of British Columbia, Canada, taking pride in offering
the finest honey
bee products,
carefully sourced from dedicated local beekeepers.
Credits TANK Worldwide
Sebastian Benitez – Executive Creative Director
Jasmine Papillon-Smith – Associate Creative Director
Eve Trudel-Lévesque – Senior Art Director
Adam Brain – VP Planning Director
Jean-Philippe Georges – Director, Digital Solutions
Alexandre Desjardins – Senior Interactive Art Director
Maxence Schlenck – Motion Designer
Frédéric Blais-Bélanger – Motion Designer
Marie-Michèle Lanoix – Senior Producer
Marion Mason – Creative Coordinator
André Renaud – Senior Graphic Designer
Kim Dubuisson – Graphic Designer
Isabelle Boucher – Studio manager
Lyne Mongrain – VP, Client Partner
Catherine Fauvel-Benoit – Account Manager
Stephanie Thuell - Director of Social and influencer
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