During the brutal summer months experienced by Alberta’s economy, when the price of crude oil had fallen well below US$50 a barrel and layoffs in the Albertan oilfields were rampant, a Fort McMurray craft brewery found a creative way to lift the community’s spirits.

The Wood Buffalo Brewing Company pegged its flagship brew to the price of oil. Each day, the cost of a pint of caramel-coloured Wood Buffalo Pale Ale, described as a “perfect representation of the northern Alberta landscape,” is adjusted to 10% of the previous day’s price of a barrel of crude oil. While other ales at the brewery sell for $7 a pint, the Wood Buffalo Pale Ale dropped to as low as $4.50 in the summer.

“We’re part of the community, and we’re here for them too,” said Steve Sachse, one of the co-owners at Wood Buffalo. “Anybody can say they’ll drop beer by $2, but we wanted to do something creative.” The promotion is still ongoing.


What do you think of Wood Buffalo Brewing Company’s strategy? How do you help customers out during tough times? Let us know by commenting below.

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