Case Study: Nonsuch Brewing

Q: What inspired you to create a new product or enhance your existing one? How do you know when it is time to grow or evolve your tourism experience/product?

A: We’ve always believed that tourism is a critical part of our business and our community. We’re willing to participate in any opportunity that comes our way whether it’s samplings or tours of the brewery, but we were thinking, how do we get to the next level? We wanted to look at an additional revenue stream through the tourism lens. We already had the tap room, great food and a strong historical story. We needed something to bring it all together and bannock was it. We simply switched out the water component with beer. It’s relatively easy to make and gives us the opportunity to talk about history, the introduction of colonial foods and all the good and bad that comes with it—we tackle it head on.

Q: Were there any major challenges that you faced in the development process? If yes, what were they and how did you overcome the issue?

A: Finances are always a challenge and we certainly had those limitations, but we were extremely fortunate to be supported by the Tourism Innovation and Recovery Fund (TIRF) through Travel Manitoba as well as receive support from CDEM (Economic Development Council for Manitoba Bilingual Municipalities). Right now, our biggest limitation is the size of the groups we can accommodate, only about six people, and ideally we’d like to be able to host groups of 12 to 18. Another challenge was the ‘script’ for the experience. We talk about the tough stuff when it comes to reconciliation, and we wanted to make sure we got it right. We don’t shy away from the questions.

Q: Do you have key partners or community connections for this product/expansion. Can you explain?

A: We rely heavily on our partnerships with so many groups and organizations when it comes to our expansion and success. There’s the funding from TIRF, CDEM along with support from Travel Manitoba, Tourism Winnipeg, The Exchange Biz and of course my family who are always there.

Q: Did you measure the success of your new product or diversified product? If so, what did you measure and how did you define success?

A: To be perfectly honest, we haven’t been able to give this experience the fuel it needs to be as successful as it can be thanks to ongoing limitations as a result of the pandemic. Still, we’re thrilled with what the Beer and Bannock and Guided Journeys experiences have brought through the door in terms of revenue. We’re ready to give this more attention and truly believe it’s poised to blow up and be an important part of our business.

Q: Are you Indigenous owned? If so, what recommendations do you have for other Indigenous tourism entrepreneurs who are looking to launch a new product or experience?

A: We are Indigenous-owned and proud to be Métis. Our advice for you as an Indigenous tourism operator is simply to reach out with your dream or idea, even if you have no clue how to make it happen. There are so many people who are eager and willing right now and want to see you succeed. Touch base with the Manitoba Métis Federation—they have a wealth of resources. There is an incredible amount of interest, potential and opportunity right now. Strike while the iron is hot!