You don’t often associate a craft brewery as a place of community, where kids can come along, where trivia nights, beer yoga or weddings are part of the goings on or–how about this–with a cafe on site, complete with pastries and site-roasted java.
But that’s exactly what’s happening at Endeavour Brewing, and founders Matt and Georgia Atkins have put it plainly in their mission statement, describing themselves as ‘cultivators of community, quality, and connection.’
That may just be nice words to some, but for engineer Matt and his wife Georgia, who still teaches junior high full time in St. Albert, creating a welcoming space for all is job number one.
“We felt St. Albert needed a community hub. We live here too, so it's very important to us to welcome regulars, which are probably 70 per cent of our business, and to be part of events like Rock ‘n August, or to sponsor rugby, curling, the triathlon,” said Matt. “Our customers are picky about good beer and good coffee, like us.”
Don’t just take the word of devoted followers of the business’ line of craft beer (which includes a slate of traditional-style ales, lagers, pilsners and IPAs, plus barrel-aged specialties and seasonal offerings), there’s hardware to show off too, thanks to recent industry wins for a few Endeavour favorites. Earlier this year, the brewpub won gold in the Canada Beer Cup for its 6th anniversary English IPA. The Endeavour team also took two honors at the Alberta Beer Awards; a gold for its double IPA Awning Attack, and bronze for Lost Flip Flop Saison in the farmhouse ale category.
“It’s good to be recognized and know others like what we’re doing,” said Matt, who is a bit of an accidental entrepreneur; going from university studies in engineering to brewing his own beer at home to opening a brewery while he and Georgia were still raising their young family. The St. Albert couple, devotees of craft beer, thought, let’s go for it–let’s turn this hobby into a career.
“There are a lot of craft breweries out there, but it’s still a growing industry, and we’re trying to get a bit of that market share. I’m a traditional brewer, I don’t use a lot of fruiting. I like beer to taste like beer, whether it’s Belgian style, an English ale or German lager. I try to use local, quality ingredients wherever I can too, and we’re in a good spot for that. Alberta has a great climate, soil and some of the best malted barley in the world.”
There are challenges, like competing for sales with out-of-province craft brewers who are allowed to sell here, while Alberta craft breweries can’t do the same. It’s partly why the Atkins are big on diversification. That means expanding beer offerings, adding a snack menu (from pizza to pretzels to cheesecake, supporting other small Edmonton-area businesses in the process), gaining exposure at farmers’ markets and…coffee.
In 2022, Georgia took the lead with Endeavour Coffee Roasters, placing a refurbished West German Probat roaster alongside beer brewing equipment in the 8,000 square foot facility. The cafe likewise claims space aside the 1,200 square foot tap room, pouring single roast coffees for those in search of a daytime cup of joe and pastry. Endeavour coffee is also available at local restaurants including Luisa Risto, XIX Nineteen and Confections Cake Co.
To get her passion project rolling, Georgia took online courses and gleaned wisdom from community connections and other area roasters. “I’m into beans from single farms, so customers can experience that region: Guatemala, Brazil, Peru and more. The big guys are moving away from being a spot where you can hang out with a laptop over a coffee. We work to be that welcoming space where people can sit and work, or socialize,” she said.
Endeavour’s six-year-old brewery/taproom and newer cafe/roastery is a unique combination in the city. Located in Campbell Business Park, Endeavour has taken advantage of its south-facing spot during warm weather months with an outdoor patio, while indoor space can be sectioned off and used for weddings, birthdays, baby showers–”That’s even be done–all by the same person!,” Matt adds. “And when we put away the patio for the winter, we had six customers volunteer to help us.”
That’s the community aspect the Atkins refer to. Fun events, like trivia, fly tying, stand up comedy, even drag bingo–attract a wide range of community members to Endeavour, and that’s just how Matt and Georgia like it.
“Even our kids help out on event days. Our son is 18, he just started in the taproom too,” added Matt. “That’s what the craft beer culture is–it brings people together.”
