How a Hamilton brewery created a 'global art gallery' using craft beer

Collective Arts Brewing isn't all about the craft beer. Itscolourful cans and bottles serve as the brewery's palette,each craft beer adorned with original artwork, the operation's designistouted the first of its kind in Canada.

"We've created the world's most refreshing gallery," saidBob Russell, co-founder ofCollective Arts Brewing.

The relationshipbetween craft beer and art isn't new, but theHamilton-based craft breweryre-imaginedthe partnership by creating a global community of artists composed of visual artists, musicians and filmmakers.

'World's most refreshing gallery'

With over 600 international artists featured on their labelssince Russell and business partner,Matt Johnston began brewing beer three years ago, the company has received over 13,000 submissions from artists in 40 countries.

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Theartistsare featured on a rotating basis, with a new call for submissions every six months. "It's become a global art gallery," Russell said.

Each new selection of artists is decided by a rotating contingent of around eight volunteer jurors, who represent different facets of the art community.

"We truly let the street decide what art they want to see on the labels," he told CBC Hamilton.

Brewery creates opportunity, artist says

Michael Byers' illustration, Gathering Up My Life, was featured on Collective Arts Brewing'sCAN series, which showcased larger format prints on tall-cans,selectedfrom all six"calls for art" conducted over the past three years.

"They create an opportunity where you don't need to be some popular, well-known artist to get your label on there," said Byers.

The Hamilton-based illustrator typically has his work featured inAmerican publications, such as the New York Times, the Wall Street Journal, the Atlantic and Oprah Magazine for the last 10 years.

He says being featured on the label gave him "more recognition locally."

"It was nice to do something that would be seen around here and would make an impact because I don't have a local name for myself."

'Getting yourself out there'

Another artist, OlegPortnoy, is an up-and-comingToronto-based illustrator. Hehas had two pieces of work showcased by Collective Arts Brewing and says his involvement enabled him to connect with different artists he otherwise wouldn't.

"You kind of get to know some of the other artists featured and it creates a little community around it," Portnoy said."It's great to have these opportunities to interact with that community because there's so many talented people out there who you don't normally have the chance to meet."

They create an opportunity where you don't need to be some popular, well-known artist to get your label on there.- Michael Byers

Portnoy's illustration, Faces, was featured on Series Three in fall 2014. He says this exposure enabled him to secure morecommissioned editorialwork.

With each new series, Collective Arts Brewing hosts a series launch to promote the artists. In 2014, this was held at C'est What, a bar in Toronto's St. Lawrence district, where Portnoy explains a local magazine saw his work displayed and reached out to him.

"Even if it's not monetary, you're getting yourself out there more artists are aware of the stuff you're doing which gives your art a bit of a boost," he added.

And Byersagrees. He says"It never gets old when you walk into the store and you see your beer,you're like, 'oh that's me.'"

'Beer that helps artists make their mark'

Collective Arts Brewing pays artists a stipend of $260for their contributions and the artists retain ownership of their work. Russell says the brewery has spent around $165,000 so far.

"It's become known as that beer that helps artists make their mark," Portnoysaid. "It has a lot of respect in the arts community."

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Three years later since Collective Arts Brewing opened, Russell says he never could have imagined it would have such a wide-reaching impact.

"It's been quite overwhelming how we've been embraced by the creative community," he said.

'A company that has global aspirations'

Last fall, the brewery launched its U.S. operations in Vermont and began distributing its craft beerin Italy and Spain.

But Hamilton remains itshome base,which Russell says is significantfor"a company that has global aspirations."

"What's happening with Hamilton and the renaissance withthe art and music community, kind ofparallels how we feel about our business," he said. "We really feel we're a steward for creativity, which all comes home to Hamilton."