Creativity, passion, and community…

“It’s about harnessing creativity, passion, and community into one thing,” Martin Villeneuve, CEO and managing partner of Spearhead Brewing Company, told me when I asked him about a ‘craft beer lifestyle.’

Sitting at a four-top table looking through large windows into the brewery’s production area, Martin continued: “It’s not an easy lifestyle – it’s hard work… The lifestyle is about finding the right people that have the same connection, but it’s all fuelled by one word, which is ‘passion.’

“That’s the fuel behind every great beer company: people that are passionate about the craft. All the trials and tribulations are really just noise – it’s probably a necessary noise, but it doesn’t matter in the end…

“What matters is when the place is full and someone tells you, ‘This is so great: thank you,’ But that’s really the icing on the cake, and most people don’t see the cake, which takes a lot of work to make. There’s a lot of sweat – and sometimes blood and tears.”