The Globe and Mail

Why Canadian craft brewers’ rock ‘n’ roll moment is now

By Beppi Crosariol

Some collaborations have little or nothing to do with recipe inspiration and everything to do with cross-promotion. Craft-industry veteran Matt Johnston last week launched a venture called Collective Arts Brewing, a Toronto company he co-founded that’s devoted primarily to good beer but also to plugging artists through bottle-label imagery. The first beer, a fine extra pale ale called Rhyme & Reason, is being shipped to Ontario stores this week with a rotating series of 93 different labels featuring such music acts as Toronto’s Strumbellas and Vancouver’s Said the Whale, filmmaker Jeremy Kenning of Vancouver and visual artist Migel Grase of Moscow.

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Collective Arts Brewing