Proudly Local Business: Stettler Brewing Company
Will Roberts is building the first micro-brewery in his small hometown
Will always knew he wanted to open a brewery in his hometown of Stettler. Now, after studying as a brewmaster and seeing potential in a local liquor store for sale, his dream is finally becoming a reality.
In August 2021, Will and his father began the journey of converting the Growler Guy, a popular liquor store, into a fully operational micro-brewery.
“The Growler Guy was started by a couple here in town called Dan and Ange Hiller as a side project,” Will says. “I heard that they were looking to sell it, so I thought maybe that'd be a good place to start.”
That’s when the Stettler Brewing Company was born. Supply chain disruptions associated with the pandemic have slowed construction, but Will aims to be brewing and selling his own signature beers this summer.
Micro-breweries employ about 3,000 Albertans, but not just in the big cities. From Lacombe’s Blindman Brewing to Lundbreck’s Oldman River Brewing, rural micro-breweries have become a beacon of hope and pride for struggling local economies.
Today, there are more than 130 micro-breweries in Alberta, and because of Will’s commitment to his hometown and passion for great beer, the Stettler Brewing Company is the newest one on that list.
Just like no two Alberta towns are exactly the same, neither are any two micro-breweries. That’s because so many are created and operated by everyday Albertans with origins deeply connected to the area. Each building, recipe and menu tells a story that reflects the communities in which they’re born. Oftentimes ingredients for the beer themselves like grain are sourced from local farms.
This rings true for Will.
"I want to be very locally focussed. The big advantage that the local brewery has over Budweiser or whatever, is that you can put a face to the name. There’s a location you can go visit and give feedback. So I want to cater to the local community and to the surrounding villages.”
Will has received a lot of support and encouragement from the town so far. And with the building being situated between the rodeo grounds and the community centre, he’s confident his menu will attract folks as they’re participating in other activities. He also hopes to become a household name when it comes to weddings and other events.
Will’s love for his hometown is clear, just like his vision for the brewery becoming part of the culture. “I grew up in Stettler. I went out and learned how to run a brewery, and now I want to do what I love in the place I grew up.”
As he waits patiently to launch, Will’s been busy dreaming up all kinds of ideas for his initial offering. But narrowing it down is easier said than done.
When asked if he has a favourite type of beer, he said “Oh, that's like asking somebody who’s their favourite kid. There's definitely a favourite one, but you're never going to admit it.” Will may be keeping his personal favourite a secret, but he says the first beer brewed at the Stettler Brewing Company will be a lager for all to enjoy.
