Best of Kin Introduces the Beer You Shouldn’t Be Drinking

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.

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 logo and artwork. Spazuk states, "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."

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