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New Deal Brewing Co. co-owner Daleyne Guay (EMBA’2016) says that, over the past five years, microbews have risen to 8.9% of the Quebec market, while the majors have lost 1% per year and imports have taken up the space in-between. Within this context, Mr. Guay is on a mission to make you to reach for one of his Boldwin beers before you grab that next Stella Artois. New Deal has positioned itself as the province’s only 100% organic brewery, which also maximises sustainability throughout its production process. An ultra-modern can designed by Sid Lee helps the brand to stand out, as does the company’s practise of letting customers walk into the factory to buy beer in growlers.

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