Bus beers just became a reality and a new income stream emerges
A Canadian transport company has teamed up with a brewery to generate a new stream of revenue. Could the idea be replicated elsewhere? The post Bus beers just became a reality and a new income stream emerges appeared first on The Drinks Business.
A Canadian transport company has teamed up with a brewery to generate a new stream of revenue. Could the idea be replicated elsewhere?
While the beer industry has faced a challenging time of late, a new initiative, which has rolled out in Vancouver is starting to turn heads as it takes its understanding of the customer and drinks tourism to a new level to boost business.
Essentially, Vancouver has turned to craft beer to boost its transit revenue and this can be seen in the latest deal between the regional transit authority TransLink having just launched a beer with Patina Brewing Company.
The new partnership is part of a broader strategy to generate new sources of revenue beyond fares and the beer Platform Pilsner has now become available to buy at stores across Metro Vancouver as well as Patina Brew House in Port Coquitlam, serving both sides of the journey links for would-be customers or visitors on the move.
In a recent report from Cities Today, a TransLink spokesperson admitted that the partnership came about because “TransLink is always looking for creative ways to generate revenue beyond transit fares".
The spokesperson explained how "the funds generated from the Platform Pilsner will help to support the movement of goods and people throughout Metro Vancouver" and highlighted how “Patina Brewing Company was chosen because of its history of successful partnerships with community based groups, and for its accessibility and proximity to transit".
The project, which was led by TransLink’s Commercial Programs and Partnerships team, has since become a reality due to the business having been open about the fact that it was “actively seeking innovative and engaging ways to generate revenue that support transit services" which led to discussions and the idea coming to fruition.
Due to this transparency, the transport business pointed out how “opportunities arise at different times based on market conditions, partner readiness, and our ability to implement them effectively" and noted that this was a scheme that was born from looking at the bigger picture and discussing with other likeminded community businesses ways of releasing new revenue that served both as well as offered its core audience something too.
TransLink CEO Kevin Quinn insisted that “Platform Pilsner is another example of how TransLink is thinking outside the box – or in this case, outside of the fare gate – to generate additional revenue, and support a local business”.
Accoridng to Quinn, the situation is win-win because people look for things to consume on long journeys and so there is lots of crossover between the demographics. Quinn explained: “I think both transit and craft beer enthusiasts will appreciate this fun and creative collaboration.”
The beer is brewed in Port Coquitlam and has been made using only Canadian ingredients, and showcases a design inspired by the West Coast Express livery, a nod in many ways to the area and also a way of showcasing what the area has to offer in terms of its landscape as well as its historical links.
Describing what makes the tie-up such a good idea, Patina Brewing Company director of operations Sarah Harbor said: “Our brewery is just steps from major transit hubs, and many of our customers use transit to get here.”
This means that the collaboration brings together people who travel through the area and helps connect them with their destinations in a way that makes them consider the landmarks, such as a local brewery that is on the route.
Harbor insisted: “This collaboration is a celebration of the people and communities we serve.”
So far, 1,500 four-packs have been produced to generate interest in the transport business and, although the roll-out is a limited edition beer at present, it may not be long before it becomes a fixture or other craft breweries follow suit with transport companies.
Last year, Deutsche Bahn, Germany’s national railway operator, revealed how the Euro 2024 tournament had resulted in a huge spike in onboard drinks sales. Deutsche Bahn, which had a partnership with Starnberger Brauhaus in Feldafing, Bavaria, served bottles of its Starnberger Hell onboard and also offered Jever Fun Alkoholfrei Pilsener. Draught beer was also said to be available in the dining car, with a 500ml pour of Bitburger Premium Pilsener setting passengers back just €4.60.
The success of the initiatives have captured the attention of other rail and transport businesses along with breweries now considering their own collaborations to take advantage of people travelling to drinking destinations.
While the beer industry has faced a challenging time of late, a new initiative, which has rolled out in Vancouver is starting to turn heads as it takes its understanding of the customer and drinks tourism to a new level to boost business.
Essentially, Vancouver has turned to craft beer to boost its transit revenue and this can be seen in the latest deal between the regional transit authority TransLink having just launched a beer with Patina Brewing Company.
The new partnership is part of a broader strategy to generate new sources of revenue beyond fares and the beer Platform Pilsner has now become available to buy at stores across Metro Vancouver as well as Patina Brew House in Port Coquitlam, serving both sides of the journey links for would-be customers or visitors on the move.
In a recent report from Cities Today, a TransLink spokesperson admitted that the partnership came about because “TransLink is always looking for creative ways to generate revenue beyond transit fares".
The spokesperson explained how "the funds generated from the Platform Pilsner will help to support the movement of goods and people throughout Metro Vancouver" and highlighted how “Patina Brewing Company was chosen because of its history of successful partnerships with community based groups, and for its accessibility and proximity to transit".
The project, which was led by TransLink’s Commercial Programs and Partnerships team, has since become a reality due to the business having been open about the fact that it was “actively seeking innovative and engaging ways to generate revenue that support transit services" which led to discussions and the idea coming to fruition.
Due to this transparency, the transport business pointed out how “opportunities arise at different times based on market conditions, partner readiness, and our ability to implement them effectively" and noted that this was a scheme that was born from looking at the bigger picture and discussing with other likeminded community businesses ways of releasing new revenue that served both as well as offered its core audience something too.
TransLink CEO Kevin Quinn insisted that “Platform Pilsner is another example of how TransLink is thinking outside the box – or in this case, outside of the fare gate – to generate additional revenue, and support a local business”.
Accoridng to Quinn, the situation is win-win because people look for things to consume on long journeys and so there is lots of crossover between the demographics. Quinn explained: “I think both transit and craft beer enthusiasts will appreciate this fun and creative collaboration.”
The beer is brewed in Port Coquitlam and has been made using only Canadian ingredients, and showcases a design inspired by the West Coast Express livery, a nod in many ways to the area and also a way of showcasing what the area has to offer in terms of its landscape as well as its historical links.
Describing what makes the tie-up such a good idea, Patina Brewing Company director of operations Sarah Harbor said: “Our brewery is just steps from major transit hubs, and many of our customers use transit to get here.”
This means that the collaboration brings together people who travel through the area and helps connect them with their destinations in a way that makes them consider the landmarks, such as a local brewery that is on the route.
Harbor insisted: “This collaboration is a celebration of the people and communities we serve.”
So far, 1,500 four-packs have been produced to generate interest in the transport business and, although the roll-out is a limited edition beer at present, it may not be long before it becomes a fixture or other craft breweries follow suit with transport companies.
Last year, Deutsche Bahn, Germany’s national railway operator, revealed how the Euro 2024 tournament had resulted in a huge spike in onboard drinks sales. Deutsche Bahn, which had a partnership with Starnberger Brauhaus in Feldafing, Bavaria, served bottles of its Starnberger Hell onboard and also offered Jever Fun Alkoholfrei Pilsener. Draught beer was also said to be available in the dining car, with a 500ml pour of Bitburger Premium Pilsener setting passengers back just €4.60.
The success of the initiatives have captured the attention of other rail and transport businesses along with breweries now considering their own collaborations to take advantage of people travelling to drinking destinations. 
