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Numbers Matter—Smart Entrepreneurs Prioritize Them

Matt Giffen is the Founder and CEO of Bench Brewing Company in West Lincoln, Niagara. Matt has built an innovative brewery that prioritizes sustainability and conscious business practices within the beverage industry, these are topics that align well with your thoughtful discussions about craft beer.

Matt shares his journey from a 24-year banking career to founding a farmhouse brewery in Lincoln, Ontario, which opened in 2018. He explained how he combined his passion for beer with the local agricultural community, establishing a brewery that now ranks sixth among craft breweries in Ontario.

Bench Brewing is an award-winning craft beverage company dedicated to “craft beverages with a conscience.” Since 2018, they’ve been at the forefront of sustainable brewing practices, implementing innovative solutions like zero wastewater process and closed-loop water system where every drop used in brewing is repurposed to nourish our onsite hops and adjacent local farms. Matt would be happy to share insights about:

Matt has built a sustainable brewery from the ground up and implemented conscious and sustainable business practices in the beverage industry. Matt operates at the intersection of craft brewing and environmental stewardship.


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From Fruit Farm Roots to Industry-Defying Winery

Alicia Hardman grew up on a fruit farm just down the ridge from Shale Ridge Winery and always dreamed of tying her roots to a place of her own, where craft and hospitality meet. Years later, she left a full-time job and went all-in on that vision. It wasn’t a retirement project. It was an underdog leap, capital-heavy, complex, and humbling.

Alicia says starting from the bottom meant ups and downs, tough lessons, and a lot of perseverance. But when heart and vision stay aligned, you find your way. Every bottle, every table we set, and every smile at the door is a thank-you to the people who believed with us, and to you for being part of it.

Alicia didn’t arrive with all the answers. She learned fast, sought out seasoned growers and makers, invested in the right equipment, and kept listening, to the land and to the guests. The result is a Shale Ridge Winery, Cidery and Spa. A place that feels personal: with swings, sunshine, seasonal plates, and glasses that tell the story of where they came from.

From the beginning, Alicia carried with her a deep respect for the rhythm of the land—an instinct shaped by early mornings in the orchard and long afternoons watching the seasons shift across the ridge. That upbringing taught her that good things grow slowly, with intention, and only when nurtured with patience. It’s a philosophy she wove into every decision, from the varieties planted to the way guests are welcomed through the gates. She wanted Shale Ridge to feel like the kind of place where people could breathe a little deeper, settle into the moment, and reconnect with something real.

As the dream took shape, the landscape itself became a silent partner in the journey. Rolling rows of vines and fruit trees framed the horizon, while the textured shale of the ridge—once a familiar backdrop from her childhood—began to inspire the identity of the winery. Its layered, resilient character mirrored her own path: strong, weathered, and quietly beautiful. Alicia often says that the land tells its story to anyone willing to listen, and she built spaces that invite guests to do exactly that—spaces meant for lingering, laughing, and letting the outside world slow down for a while.

Guests who visit today often describe the experience as warm, effortless, and immersive. The swings overlooking the vineyard aren’t just a novelty; they embody the playful spirit Alicia wanted to preserve, a reminder that joy and craftsmanship can coexist. Seasonal plates arrive at the table with colours that echo the nearby orchards and gardens, creating a seamless link between what’s poured, what’s plated, and what’s grown just steps away. And every glass—whether wine or cider—carries a sense of place shaped by years of dedication, risk, and unwavering belief.

In many ways, Shale Ridge stands as both a tribute to her roots and a celebration of what can happen when someone chooses not only to dream, but to follow that dream into the unknown with courage and heart.


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Creating unique but not too unique beverages

John Eresman is a Co-Founder and Director of Brand at Gradient Beverages, a Calgary-based beverage company pioneering bartender-grade drinks and innovative beverages, including their award-winning Inversion Nitro Cocktail range. Prior to founding Gradient, John worked in advertising and marketing for more than a decade. He has a Bachelor’s Degree in Marketing from the University of Calgary.

Made with barrel-aged whisky, lemon juice, simple syrup, angostura bitters and infused with nitrogen for the body and foam of a proper shaken cocktail in seconds. Enjoy a proper whisky sour – without the effort, equipment or egg whites. VEGAN & GLUTEN FREE. Nitrogen infusion allows inversion to deliver the body and foam of a proper shaken cocktail without egg whites. CHILL COLD (OR POUR OVER ICE) – SHAKE VERY HARD (UP & DOWN) UNTIL LIQUID NO LONGER SPLASHES IN CAN. – OPEN CAN GENTLY (CRACK SLIGHTLY TO RELEASE PRESSURE, THEN OPEN FULLY) – POUR STRAIGHT DOWN INTO A NICE COCKTAIL GLASS – OR SIP STRAIGHT FROM THE CAN.

The range includes the Spiced Whisky Sour, made with barrel-aged whisky, lemon and orange juice, warming bitters of nutmeg, clove, cardamom, cinnamon, vanilla and infused with nitrogen for the body and foam of a proper shaken cocktail. Enjoy a luxurious Elderflower Gin Sour – in seconds. This Gin Sour is made with 2 oz of gin, elderflower liqueur, lemon juice, simple syrup and nitrogen for the smooth body and foam of a proper, bartender made shaken cockail. Additionally, enjoy an exceptionally smooth, perfectly balanced margarita – without a trip to Mexico.

The Classic Margarita is made with 2 oz of agave spirit, triple sec, lime juice, simple syrup, sea salt and nitrogen gas for the smooth texture and foam of a shaken cocktail. This exceptionally smooth offering features complex notes of agave balanced with tart lime juice, triple sec, salt and infused with nitrogen for the body and foam of a proper shaken margarita. Inversion Nitro Passion Fruit Mai Tai is also available. Enjoy a proper passion fruit mai tai – without a trip to Hawaii. The Mai Tai is made with dark and light rum, passion fruit and lime juice, simple syrup, natural flavours of orgeat and nitrogen for the body and foam of a proper shaken cocktail, in seconds.

These nitro infused cocktails typically come in four 250 mL cans at 10.8% alc./vol. Gradient also offers SOUTHERN STATE WHISKY COCKTAILS and SUNDAY SESSION GOLF COCKTAILS. Other offerings include the Gradient Zero Sugar. The product line also features Vacation Vibes – Non Alc. Furthermore, we offer low MOQ beverage co-packing for startups and established brands looking to launch new drinks, or improve their current offering. Gradient is actively working to expand inversion nitro cocktails into new markets. If you want to bring inversion into your store or venue outside of Alberta and BC, send us a message expressing interest – and we will use that information to help us expand!


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Making the rum that’s worth sipping

Tomas Romero is the co-founder of Romero Distilling Co. The largest rum producer in Canada making rum from scratch. Their product portfolio is comprised of international award-winning rums and pre-mixed cocktails. The rum is crafted in Calgary, AB with glacier fed water from the Canadian Rockies and Crosbys molasses.

Tomas along with his Dad, Diego Romero, started Romero Distilling Co. in 2018. Prior to starting the distillery, Tomas worked in both Construction and Oil and Gas. He has a B.Sc. from the University of Calgary and an MBA from Athabasca University. With products currently sold in Canada, the US and Europe, he looks forward to expanding their product portfolio with unique cask expressions and growing the company’s presence both domestically and abroad.


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Building Alberta’s first craft distillery

From drinks executive to diplomat, adventure travel outfitter to creator of Canada’s largest chain of veterinary clinics, David Farran is a pioneer.

David connects a love for agriculture, a deep understanding of craft artisanal spirits and a conviction that Alberta should be the home of ‘best in class’ distilled products. David’s storied career gave him a special skill set to support the founding of Alberta’s first craft distillery.

David’s awards and accolades include Ernst & Young’s Entrepreneur of the Year, Canada’s 50 Best Managed Companies, Alberta’s 50 Most Influential People and many others.


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Persevering through tough times

Mark Freeland is the Founder and Distiller of Two Rivers Distillery. He graduated from the class of ’99 from the University of Saskatchewan with a double major in History and Archaeology. Freeland spent 18 years in upper management/executive positions in the fast-paced Calgary residential construction industry. He also has experienced 38 years as a part-time professional musician with the pinnacle of achievement being as a member of the Canadian recording act Zuckerbaby.


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Bringing Latin-inspired cuisine to Edmonton

Hifa Maleki specializes in fast-paced strategic planning for aggressive growth models and is known for building, scaling, and executing brand and business systems/best practices to support strategic, successful and sustainable growth.

For the last 13+ years, she has been incredibly active and relentlessly committed to building and growing great franchise brands in Canada. She has driven unparalleled growth across Canada through effective Strategic Growth Planning which includes impacting high-level achievement in both Franchise and Unit Level Sales. She has been directly responsible for the growth of Orangetheory Fitness in Canada, building over 110 locations within 4 years while ensuring that quality and company values were being retained and delivered through each location. She believes in working with talented people, training, developing, and coaching them to drive the success of the companies she works with. She feels very strongly that the success of a brand is highly connected to the people behind it at corporate and the people in front of it, the staff. Her approach to successful business development is to appropriately and carefully select great people, select great real estate, and work very hard to protect the brand promise for the consumers.

Hifa is currently an owner and managing partner at El Corazon, El Beso and Pablo Cocktail Lounge. For El Corazon, as a new brand, she built all the systems, processes, training, and resources to ensure the business was set up for success operationally and supports managing the operations with the current management team. Hifa is also incredibly experienced with cocktail and menu development, working closely with her business partner and the Chef to ensure that all brands in this group’s portfolio are aligned with the respective brands while maintaining profitable cost control thresholds.

Prior to Orangetheory Fitness, she was in the hospitality industry in senior-level positions for over 12+ years. Operating one the busiest Joey Restaurant in Canada with over $11M annual revenue then joining the Famoso Neapolitan Pizza brand and supporting its growth of over 40+ locations within her 4 years with the company.


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Tyler Crowdis brews cider for people with Celiac Disease

Tyler Crowdis and his wife started Bramble Cider to create ciders that were not available in Canada, due to his diagnosis with Celiac Disease. From the kitchen of their tiny century home, his crafts were gaining many fans through friends and family. Wanting to bring their innovative ciders to the masses, Alicia and Tyler are embarking on a journey to bring craft cider to Calgary and beyond. Inspiration comes from the growing West Coast cider scene to the funky ciders of Northern France and sours of Spain. You can find Bramble at SunnyCider taproom and all the cool places to get beers and spirits in town!


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Mark Kondrat wants you to discover craft beer across Alberta at festivals and events

Mark Kondrat, CEO, Alberta Beer Festivals, produces beer festivals in the province – Calgary International Beerfest, Edmonton Craft Beer Festival, The Mashing (Calgary & Edmonton), Banff Craft Beer Festival and The Jasper Beer & Barley Summit. He’s been working with breweries, agencies and restaurants since 2005 to promote the craft beer industry in Alberta. He’s a serial entrepreneur with other ventures such as Pitched Tent Coffee and a podcaster.


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Two former engineers pursued their passion a few years ago to establish the ‘spirits’ making company Bridgeland Distillery

Daniel Plenzik and Jacques Tremblay are founders and owners of Bridgeland Distillery. The former engineers pursued their passion a few years ago to establish the ‘spirits’ making company just outside the downtown core in Calgary where they distill award-winning beverages.


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