If you know the background, there is a rather fun item in the Star today. In the first place, it's in the Business section, not Sports, even though it deals with the Honda Indy Toronto. And it's written by a columnist from the Life section. Furthermore, said writer must have had a really tough time keeping it calm and impersonal. Which needs explaining...
A while ago the Business section acquired a new reporter, Josh Rubin, who deals quite competently with the general business news. However away from the shop, among his avocations he is a beer aficionado. And of late the Star has invited him to exploit this specialty, with an irregular column on beer in the Life section. He quite regularly writes about new imports to be found in the government store, and events on the local brewing scene.
Enter the Indycar race. It used to be the Molson Indy, but they dropped it and Labatt's (Anhauser - Busch - InBev) took it on for a little while. But neither expressed much interest (intere$t?) in the current running. So this year the organizers, Andretti Motorsports, approached the Ontario Craft Brewers group instead, and came away with a three-year agreement.
This year being pretty close-in to the race, only two breweries - Amsterdam and Muskoka - will be participating. Since sponsors get exclusive pouring rights, it should be a big deal for both of them. Amsterdam is a very well established brew pub that expanded its range over the years, offering a variety of interesting custom brews on draught on local restaurants and, of late, bottled in the government stores. Muskoka is a craft brewer that established its reputation as a seasonal supplier in cottage country, with a sufficiently favourable reception that they are penetrating the market in Toronto too. I haven't sampled either producer yet - too many other ace craft brewers around to try - but such reports as I have heard have been flattering.
So it looks like an all-round winning situation. The race gets its sponsorship money, the audience get a quality treat, and the brewers get not only huge sales for outfits of their size, but tremendous exposure too. We wish all concerned the best.