Over the past five years, Central City Brewing Company, of Surrey, British Columbia, has quietly become one of Canada's most succesful small craft breweries. 2010's "Canadian Brewery of the Year" is also one of a growing number of breweries that has seen success packaging in cans. The brewery now cans seven different beers including their multi-award winning Red Racer IPA - which has gained somewhat of a cult following in both Canada and in the US.

We wanted to know more about the brewery and the brand so we reached out to Red Racer's Marketing Manager, Chris Bjerrisgaard. Cheers Chris!

(CC) What is the (short) history behind Central City Brewing Company and the Red Racer brand?

(CB) Central City Brewing started up in 2003 as strictly a brewpub. Over the years the response to the beer has been so positive that we thought it best to expand our capacity and get a canning line so we could get our beer out to more people. Since then the Red Racer brand has really taken off on the back of Gary Lohin's amazing brewing skills. 

(CC) When did Central City decide to start canning their beers? Which of the beers was first to get canned?

(CB) We purchased our canning line in 2006, and began selling some products out of a private liquore store we own. The Red Racer brand was established at that time with the Pale Ale, but we had different names for all our beers. The response to the girl on the bike was so strong however that we ended up changing all the products into variations on the Red Racer brand. Our first beers in cans were Lager, Pale Ale, Wheat and IPA. 

(CC) What has the overall consumer feedback been as far as cans are concerned? 

(CB) At first there was a reasonable amount of resistance. As many people know, Central City Brewing is known for premium products. At the time putting a premium product in a can was a bit confusing to the general public. It took a lot of educating people on the idea that cans can contain a high end product, but we managed and now it seems like everyone around here has a canning line, or is in the process of getting one. 

(CC) At last count, there are 15 craft breweries in British Columbia canning their beers. Why do you think so many breweries in the Province are choosing cans over bottles?

(CB) Well, to be fair it's more like the breweries are choosing cans in addition to bottles. None of those breweries have abandoned their bottling lines in favour of cans, they are simply adding to their product lines. In some senses I feel they are doing it because the market is willing to accept a craft product in a can, and it will allow them to have another space on the shelf next to their bottles. It's the same reason why macro breweries have 12 packs, 15 packs, 18 packs, 24 packs, 30 packs, bottles, and cans. The more SKUs you get the more shelf space you get. That said, I also hope that a number of them are doing it for the reasons we chose to go with cans in the first place, those being environmental reasons, eliminating the chances your beer will get light struck / oxidized, and what we like to call "the camping factor" - pack it in and pack it out with less weight holding you down. All these elements are ensuring craft breweries will continue to explore the use of cans.

(CC) Do you think the stigma attached to cans is still strong in Canada?

(CB) It depends on the market you're going after. Hardcore beer fans have gotten over their can prejudice for the most part. I seem to find less and less people that I have to give the "why cans are good" schpeal to in that scene. That said, the middle ground people who enjoy "premium" macro products may still need some educating, as they are the types to reject anything that isn't a bottle, be it draught, cans, or what have you. 

(CC) Who is the artist behind the can designs?

(CB) The full design is done by Barnstorm Creative, long time friends of the brewery. That said the artist behind the girl on the bike is a local artist from Surrey who did a painting of her back in the 50's, we bought the rights to that painting off him back in 2006. 

The world's first canned pumpkin ale was released in 2009!

(CC) Were you aware that Central City was the very first brewery in the world to can a pumpkin beer?

(CB) That's funny, I've never really thought of that. I guess it makes sense as seasonal beers traditionally find their way into bombers instead of six packs. Thank's for pointing that out, I'm going to use it!

(CC) What is something that most people might not know about Central City/Red Racer Beer?

(CB) As things stand right now, we're actually a really tiny brewery. One would think with all the exposure the brands have gotten over the last couple years that we're pumping out beer like nobody's business, but the reality is it's still around 10 guys in the brewery, and a couple upstairs making it all work (in terms of packaged product, we also have a large brewpub staff and liquor store staff). Until we see our new brewery fully completed we're at capacity. It breaks our hearts to tell people they can not have our beer when they try to order it from us, but the fact of the matter is until that new brewery is complete we simply can not make enough. 

Central City Brewing Company in Surrey, BC

(CC) What's next for the brewery? Any new cans being released?

(CB) Until the new brewery is ready it's more or less status quo, not because we don't want to release new products, but simply because we can't. That said we are always trying out new recipes and getting excited for what's to come. Those in the BC area really need to get down to the Central City Brewing brewpub if they want to see a glimpse into the future. We're always offering up cool seasonals like our Bourbon Barrel Imperial Porter, Imperial IPA, Dunkel, Saison, etc.

(CC) Where is your favorite place to relax and have a beer?

(CB) Aside from the obvious response of the Central City Brewing brewpub, I guess my favourite spot is the Alibi Room in Vancouver. That said, location is less of an issue than those around you. As long as I have some good friends at my side and a bunch of tasty brews I'm more or less happy anywhere.