More than 6,000 wildfires raged across Canada last year, and summer has become synonymous with “fire season”. What was once an infrequent natural occurrence is now expected as the weather warms each year, and in response, folks are being encouraged to raise a glass — and much-needed funds — to support forest health.
From the ashes of these wildfires grows fireweed, an aptly named flower that symbolizes new life amidst destruction. Bees produce fireweed honey from the flower’s striking purple blossoms, which Best of Kin, a family-run brewery in Calgary, has sourced to produce its Fire Bloom Honey Lager. In partnership with Pursuit’s Banff Jasper Collection, one dollar from every Fire Bloom Honey Lager sold will be donated to Project Forest, an Alberta non-profit working to rewild and reforest Canadian land in partnership with Indigenous communities and conservation groups. Fire Bloom Honey Lager is available at the Best of Kin Taproom in Calgary and Banff Jasper Collection restaurant properties.
Best of Kin has always focused on giving back — particularly through charitable and social initiatives. Wildfires impact the quality of life in the city too, and the team wanted to find a way to help.
“We wanted to do more than just try to raise awareness,” says Ryan Mortson, who founded the brewery with his brother Collin Mortson and their good friend Cole. “We thought that because this problem is affecting so many people, we felt that an environmental initiative was something we could explore.”
They first explored the idea of making beer from charred forest wood and creating a smoky flavour that would bring fires to the front of mind. The notion proved to be logistically challenged, and Ryan admits the resulting beer may not have been very enjoyable.
“We thought of the idea of using fireweed honey as a symbol of hope and regeneration,” he explains. “We were fortunate enough to have partners like Pursuit, so we engaged with Pursuit and presented the idea, as many of their properties throughout the mountain parks are affected.”
The beer features a lineup of Canadian producers and uses an exclusive Canadian variety of hops called Sasquatch, produced by Hops Connect Canada. The malt is courtesy of the Country Malt Group and Red Shed Malting, while the star of the brew — the fireweed honey — is produced by Planet Bee Honey Farm.
Together, Pursuit and Best of Kin selected Project Forest as their charity partner. Mortson explains they were drawn to Project Forest’s focus on biodiversity, drought tolerance and their cultural considerations for rewilding and reforesting. The Fire Bloom Honey Lager will help support the University of Alberta Research Forest, specifically.
“The initial goal is 1,000 plantings for the research forest,” says Darren Fabian, Director of Beverage and Bars with Pursuit. “We’re getting really good feedback from guests and the team as well. They’re happy to get behind it.”
People come from all over the world to visit Alberta’s mountain parks, and Fabian notes he hopes the initiative “grows some legs” and can expand and evolve.
“Who knows, the conversation might spark interest overseas,” he adds. “It would be a shame to limit ourselves or constrain ourselves. We’re open-minded. We have a very specific goal we’re trying to achieve this year, but we’re hoping the project continues to grow.”
The initiative has a personal connection for both Mortson, who is an avid outdoor enthusiast, and Fabian, who has seen friends impacted by wildfires.
“All of us at Best of Kin are very in touch with nature, and we find it just gets more challenging to be outdoors with all the restrictions, and you can just see the degradation of the landscape,” Mortson adds. “It’s front of mind and it seems to be affecting everyone, and especially those who are out trying to enjoy nature and have that symbiotic relationship, where we’re getting that enjoyment out of nature but trying to do it responsibly.”
“I’ve been fortunate to be selling beer for a long time, and it’s always nice to, one, be able to show a local partner and what their involvement is in the community,” Fabian notes. “And, two, we can educate others as to the reason why we need to improve our practices… It’s important that we minimize our footprint while showing off one of the best places in the world at the same time.”
To support this important initiative, try the Fire Bloom Honey Lager at the Best of Kin Taproom in Calgary or the Crimson in Jasper and other participating Pursuit restaurants in Banff, Jasper and Waterton.
We are building a team of passionate people determined to make a difference in the places we love. Every effort counts. Meet more of them here and discover how Promise to Place is the real deal.
Learn More
