In this Brewbound Podcast episode, Prairie Malt’s Regional Craft Manager for North America, Liam Colford, discusses the company’s bold rebranding efforts and the motivations behind them. Recognizing that ingredient suppliers often appear traditional or outdated, Prairie Malt decided to inject more personality and creativity into its brand. The refreshed look includes new logos, packaging, apparel, and a revamped website, aiming to align more closely with the dynamic and colorful world of craft brewing.
Liam also highlights the advantages of Prairie Malt being part of Boortmalt, a global malting company with extensive reach and infrastructure. This connection allows Prairie Malt to offer a wide catalog of over 60 malts while keeping costs down through a streamlined, internal supply chain. Customers benefit from this efficiency, especially during times of international instability, with consistent pricing and reliable access to high-quality malts sourced globally.
Looking ahead, Prairie Malt is expanding its catalog with several exciting new offerings, including German Vienna and Munich malts, and a Czech-inspired “Bohemian Rhapsody” pilsner malt. These additions cater to brewers looking to innovate and differentiate their products in a maturing craft beer market. For those interested in sampling these new malts or learning more, visit prairiemalt.com or follow @prairiemalt on Instagram to stay connected and request samples.
About Liam Colford:
Liam Colford is the Regional Craft Manager for North America at Prairie Malt, where he oversees a team of 7 remote based Craft Managers who service more than 10,000 craft breweries operating across North America. With 7 years of experience at Prairie Malt and a background in beer distribution earned in New York City, he possesses a hard-won and perceptive understanding of the needs of contemporary craft brewers. Most recently, he spearheaded the effort to rebrand Prairie Malt with the intention of presenting the company in a way that resonates more with a craft audience. Under his leadership, the team at Prairie has earned the business of dozens of new customers, as a result of their customer centric and consultative approach to selling malt and bringing value to the craft breweries all across the continent.
About Prairie Malt
For more than 50 years, Prairie Malt has produced high-performing malts that exceed conventional expectations at their maltings nestled amidst the lush barley fields of Biggar, Saskatchewan. Their brewhouse staples like Prairie Two-Row Pale and Prairie Pilsner are complimented by premium offerings like Prairie Select, innovations like Prairie Loxless, as well as specialty malts like Prairie Munich 10 and their full line of Caramel malts.
As proud members of the Boortmalt global family, they offer a wide selection of imported malts from their network of historic and innovative maltings around the globe: 27 malt plants in 16 countries in 5 continents.
Unlike other suppliers, who may procure their imported malts from third-parties, Boortmalt’s global footprint allows them to import and distribute a wide selection of malts from overseas from within their own intra-company network
With a streamlined supply chain and deep insights into region specific information, they can provide significant value to craft brewers of all sizes and specialties as a result of their scale and footprint. Very often these advantages provide them with the ability to offer high-quality imported malts at exceptionally competitive prices.
But while quality and a large catalog are tantamount to any successful maltster, the most significant area where Prairie shines is in customer service. In a recent survey where they asked all craft customers to rank their customer service on a scale of 1 to 10, they averaged a score of 9.5 out of 10. So don’t take their word for it – visit their website at prairiemalt.com, request a sample or contact them and see for yourself why #MaltFromBiggarIsBetter.