It's not every product launch that draws 200 people to a taproom directly beneath a flight path, but this one had a certain poetry to it.
WestJet announced 16JUN that it will become the first airline in the world to exclusively offer craft beer onboard, with Calgary's Tool Shed Brewing Company named as its sole provider across all flights offering buy-on-board beverage service.
“Beginning July 15, guests will have the option to enjoy one of three, or maybe all three, of Tool Shed's fantastic brews at 35,000 feet,” said Steve McClelland, WestJet vice-president of partnerships and loyalty.
Beer available for sale on applicable WestJet flights includes: People Skills blonde ale, Golden Hour hazy pale ale, and Local Legend, a low-alcohol craft lager clocking in at 3.5%.
The partnership has a longer runway than the announcement might suggest. It traces back to the opening of the WestJet Elevation Lounge at YYC Calgary International Airport, where Tool Shed beer was introduced as part of a locally focused guest experience. The response was strong enough that an exclusive onboard deal followed.
"The feedback we gathered on their beer in our lounge made this a natural partnership," McClelland said.
For Tool Shed founder Graham Sherman, the moment landed with some weight. His brewery was born in a backyard tool shed in 2012 and spent its early years directly in the shadow of WestJet's flight path.
"It's quite literally a dream come true. To me, WestJet has always felt like ‘Canada’s Craft Airline’ as their culture, authenticity, and genuine passion for creating a great experience for all guests is incredibly harmonious with the mission of Tool Shed,” noted Sherman.
Scaling up to meet that dream is no small thing. West Jet’s first order for its flights came in at 6,000 flats, a magnitude of beer, Sherman admits he would never have guessed.
“We had the numbers on what the previous provider sold, but we can't use them — it's a very different thing," Sherman said. "We’re pretty excited, and also a little bit scared at what those metrics could look like. It could double our production. It could triple it. But this brewery's built for speed. We can triple our production without adding any more tanks.”
Tool Shed's beers are made with malted grains sourced from Canadian Prairie farmers and are free of corn and rice syrups. The brewery says it supports Canadian farmers at four times the rate of macro breweries, a fact both parties are leaning into as part of the partnership's broader story.
“Together, we are proving that small and large-sized businesses can leverage each other's strengths to create partnerships that are meaningful to Canadians and bolster local economies," McClelland said.
For travel advisors with clients heading through Calgary before departure or on arrival, WestJet guests will receive a 15% discount on all food, beverages and merchandise at the Tool Shed taproom by showing a WestJet boarding pass within 24 hours of their flight.
“From Tokyo and Seoul to Brazil and Rome, we can't wait to share Tool Shed’s local craft brews with the world. Cheers!” said McClelland.
