Local brewery celebrates history and community.
Picaroons Traditional Ales have long been a favourite for East Coast beer drinkers. Since tapping their first kegs in 1995, the local business has grown to become one of Canada’s most respected breweries, continuously raising the bar with creative marketing strategies and countless community engagement initiatives. For a relatively small company as far as national breweries go, Picaroons are recognized by many as industry leaders for the support they give to their greater community.
“They continue to lead breweries in best practices and great corporate citizenship,” said Todd Beal of the popular beer lover’s blog, Maritime Beer Report. “Picaroons became a B Corporation by showing their commitment to employees and environment.”
A B Corporation recognizes companies that are “voluntarily meeting higher standards of transparency, accountability, and performance”. Picaroons were given this honour last November, becoming only the fifth brewery in the world to hold the distinction.
On December 4, 2014, Fredericton South MLA David Coon publically acknowledged Picaroons with the statement, “I wish to congratulate Picaroons Traditional Ales of Fredericton on achieving Certified B Corporation status, meaning the company has voluntarily met high standards of social and environmental performance, accountability, and transparency. This makes it the second B Corporation in New Brunswick. B Corps differentiate themselves by offering a positive vision of a better way to do business. They contribute to our local economies by creating higher-quality jobs and improving the quality of life in their communities.”
In addition to supporting countless arts, sporting, conservation and recreational activities throughout the region, Picaroons have also lent a helping hand to many historical societies, celebrating significant events in New Brunswick history. In 2013, the brewery launched its 104th Regiment Ale to celebrate the 200th anniversary of the Fredericton regiment’s 1100km march from Fredericton to Kingston during the winter of 1813.
Now known as the Historical Brown Ale Series, a portion of the proceeds from each bottle sold is donated to designated historical groups throughout the province.
On May 21, 2015 Picaroons’ owner/operator Sean Dunbar presented the Fredericton Regional Museum with a cheque for $10,000 raised from the sale of the popular 104th Regiment Ale.
“Mr. Dunbar has stated that while he is not a historian, he has a definite passion for history,” said Maxine Campbell, president of the York Sunbury Historical Society, the governing body of the Fredericton Region Museum. “This Picaroons initiative and commitment to support the Fredericton Region Museum has demonstrated that passion. The designation of a particular product to a specific historical event has built a connection of the heritage of the Fredericton area community to the province and the nation. Knowledge and awareness will have a positive impact on a community and its identity. This project has highlighted the presence and role of the Fredericton Region Museum as part of the community in the promotion of history and heritage.
“Another demonstrated value of this initiative is that it was unsolicited,” said Maxwell. “It was a voluntary and individual commitment by Picaroons.”
The Historical Brown Ale Series was rebranded in late May to recognize the infamous Connell Stamp fiasco with 25 cents from each bottle sold going directly to support the Carleton County Historical Society & Connell House in Woodstock, New Brunswick.
GO HAVE A BEER.