Support local - New Standard Beer
LCBO shelves have evolved quite a bit over the last 5 years thanks to the introduction of dozens of new domestic craft beer, cider and premade cocktail products. In the last couple months, a new yellow can has started to make a mark on those shelves. The product is called 'New Standard' and it's brought to you by Midtown resident Dave Martin.
Dave Martin grew up in Leaside. While education and employment took him outside of the city for a number of years, he and his wife eventually moved back and are now raising a family here. They lived downtown for a while, but according to Dave: "There's something about this neighbourhood - you can drive in and feel like you're entering a small town within a big city, and still be 10 minutes from the downtown action."
Dave has always had a passion for beer, and was on his way to building a career with one of the big Canadian producers. A shift towards the craft market, as well as a shift in his work-life balance priorities created the perfect conditions for Dave to take the leap of faith into the world of entrepreneurship.
According to Dave, one of the best parts about launching the product in Midtown is being part of, and benefitting from the sense of community. An example of this mutually beneficial relationship came last fall - New Standard distributed branded leaf collection bags to residents just as leaves were hitting the ground last fall. "The community embraced the idea, and many local families and businesses stepped up to help with the distribution of the bags - it was small business helping small business."
It's not easy building a start up: "the biggest challenge is having to make every decision, big and small" - but it's a great reward to see the distinctive yellow and silver cans on LCBO shelves and hear the positive reviews from customers.
While the market has changed so much in the last 5 years, it's sure to change just as much in the next 5 years. Dave is proud to be part of the changing landscape, and just as proud to be representing the Midtown Toronto community. "In five years, I hope people will be enjoying the product that we make, and want to be a part of our continued journey - whether you're an active parent with active kids, a busy professional with an early wake up call, or just someone who wants to have a great tasting beer without the high alcohol content."