by Peter Bailey
“We will rebuild and reopen. We will get through this.” –Brett Ireland, Jasper Brewing owner.
Photo: Jasper wildfire devastation by Barrie Harrison.
I first visited Jasper in the summer of 1974 on a cross-country road trip from Ontario with my family. My parents fell in love with the mountains and in 1981 we moved to Edmonton. So began the decades of drives on Highway 16 to hike, bike and ski.
I have so many happy Jasper memories, from powder days at Marmot to fabulous feasts at Jasper Park Lodge. Beer memories too—spring skiing beers at Marmot’s Paradise Chalet, playing pool at the Atha-B, après-ski at the De’d Dog, hosting beer tastings at JPL, meeting beer heroes at the Jasper Beer Festival.
Jasper memories surfaced for me and so many Albertans when the news came of the wildfires in July. Our hearts broke when we saw photos of the devastation. For Jasper locals it was so much worse. Brett Ireland, co-founder and owner of the Jasper Brewing Company (JBC), is a member of a longtime Jasper family (Brett’s uncle is Richard Ireland, the well-respected mayor of Jasper). Brett talks of the initial reaction to the fires like it was a death in the family—shock, denial and disbelief. “It was surreal. I was so shocked. It was so hard to believe it was happening.”
Brett is based in Calgary now as CEO of Bearhill Brewing, (which grew from Jasper Brewing to include Banff Avenue Brewpub, Last Best Brewing and Campio Brewing.) Brett keeps a home in Jasper and was living there for the summer as he worked to get the new venture, The Maligne Range whisky distillery, ready to open. Brett and his partners had bought the shuttered Chaba Theatre a few years ago and transformed the space into the Whisky Experience with a tasting room, retail store and pub with a full food menu. Final staff training was ongoing when the wildfires came roaring in.
By 2am, July 23, Brett, his staff and his parents evacuated to Valemount. Days later Brett learned that his parents’ home and the homes of his business partners had burned to the ground. Jasper Brewing Company and The Maligne Range had survived. JBC survived due to the heroic work of firefighters, but did sustain extensive water and smoke damage. The building next to it burned to the ground.
Brett hopes to have the brewery open for business by the Victoria Day weekend for the crucial summer season. Meanwhile, just down Connaught Drive, The Maligne Range escaped mostly unscathed and opened for business in late September.
Let me repeat that: The Maligne Range and many other Jasper businesses are open and looking forward to your visit. Brett emphasized that Edmontonians are essential to the recovery of Jasper. “We really, really need you back.” And it’s important to support Jasper during the non-summer months when businesses struggle to get by. (A survey showed that three-quarters of Jasper businesses make more than 60 per cent of their revenues during the summer months.) Jasper Park Lodge re-opened October 1. Marmot Basin will open in November (depending on snow). I know I won’t be alone in visiting soon to make some new magic memories in Jasper.
Beer and fire picks
It’s pretty easy to support breweries impacted by fires: buy and drink their beer!
Click images to zoom
Jasper Brewing Crisp Pils, Jasper
While Jasper Brewing’s taproom is closed, you can still buy and drink this classic quaffable pilsner. The yellow and brown can design is a delightful homage to ’60s- and ’70s-era National Park signage. 2024 Alberta Beer Awards bronze medal winner for Pilsner.
Folding Mountain Moraine West Coast IPA, Hinton
Folding Mountain, just outside the Jasper Park gates, was also impacted by the wildfire. They stepped up with meals for first responders and a discount for Jasperites. Co-owner Aric Johnson says that wildfire awareness is always top of mind for everyone in the region. This piney, citrusy IPA won a bronze 2024 Alberta Beer Award and a silver 2024 Canada Beer Cup medal for IPA.
Apex Black Spruce Porter, Edson
Further down Highway 16 from Jasper you’ll find Apex Brewing, outside Edson, literally surrounded by black spruce forest. Their eponymous porter remains a classic—full-bodied and malty, with notes of roasted coffee, dark chocolate and molasses, with a touch of fruity sweetness and an herbal, earthy nose.
Ol’ Beautiful Brass Monkey Blood Orange Ale, Calgary
Ol’ Beautiful’s delightful Inglewood taproom was completely destroyed by fire in June. Luckily, Ol’ Beautiful had opened an offsite production brewery in 2023, meaning you can buy their beers today. They plan a rebuild of the taproom (and patio!). Brass Monkey is a tasty blonde ale coupled with blood orange puree, hopped with Mandarina.
Best of Kin Fire Bloom Honey Lager, Calgary
Best of Kin co-founders and brothers Collin and Ryan Mortson found a positive way to support Jasperites, creating a beer that incorporates honey made from fireweed, a wildflower that grows quickly after wildfires. A part of the proceeds supports the Jasper Fire Caring Community Fund.
Maui Coconut Hiwa Porter, Maui
My Auntie Billie began visiting Maui in the ’60s. On my first visit in 2009, Billie bought me a pint of Maui Brewing’s delicious hiwa (black) porter. In 2022 I visited the Koholā Brewery in Lahaina. A year later Koholā burned to the ground in the Lahaina wildfires. Koholā re-located to Wailea and Kona Brewing stepped up to contract-brew its beers.
Peter Bailey will look for you on the slopes of Marmot and the streets of Jasper this winter. He’s on X and Instagram as @Libarbarian