In the big picture, Gambrinus Malting Corp. is pretty small.
But with annual production of just 5,500 tonnes – about five percent of the next largest facility – the Armstrong, B.C., malthouse has carved a niche in the North American beer market.
“Even if we double our size, we’re still small,” said general manager Rob Liedl.
“But we’re serving an industry that the other ones may be less able to serve as effectively, by virtue of our size and the way we do business.”
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Gambrinus sells to home brewers, micro-breweries and regional breweries. Liedl knows that’s about all the company can handle.
“We cannot afford to compete on a price basis with the large maltsters,” he said. “The operational unit costs are a lot lower for them. If all the customers’ focus is price, we do not stand a chance there, so we have to come above the other ones with our quality and service.”
The Gambrinus plant opened in the fall of 1992 and has the distinction of being the only wholly Canadian-owned malting company in the country.
Klaus Jaeger, of nearby Vernon, is the principal owner. Depending on the growing season, some malting barley is grown in the area. The rest is brought in from Alberta.
While it was being established, the major players in the Canadian malt industry were targets of an investment splurge that has seen ownership of the sector move into foreign hands.
Liedl said being locally owned and operated gives Gambrinus an identity for its customers.
“That’s what’s made the micro-brewing industry here in North America quite unique,” he said.
“People were able to identify with a product being produced in their own community. Perhaps that same philosophy holds true between some of the breweries and an operation such as ourselves.
“If I had a brewery … I’d probably feel quite proud to use the malt from my own town. There’s that sort of feeling, that regionalism, that support of the industry, where you can actually see the people involved or working.”
Yet, he realizes many consumers probably don’t know who owns the malting companies that produce the base for their favorite brews. Liedl would like to see more small plants like Gambrinus.
“Big business keeps getting bigger and bigger and that’s kind of sad,” he said.
“I think Canada would be almost better off with maybe 10 smaller maltsters than one big one. It just keeps an industry more alive.”
