Robert Sartor, BComm 79, holding a pint of his company’s signature lager
Big Rock Brewery's president and chief executive officer Robert Sartor, BComm 79, will lead the October 23 tour, followed by a beer and dinner pairing experience.
“It’s an opportunity to see the brewing process from grain to glass,” says Sartor of the event organized with Concordia’s Advancement and Alumni Relations. The factory houses three boilers, the largest of which brews 20,000 litres per batch.
Sartor came out of retirement in 2012 to lead the company, founded in 1984. The endeavour is less business and more pleasure for the native of Chibougamau, Quebec.
“This is the first job I’ve had where money isn’t a factor,” says Sartor, who sold his interest in sporting goods company The Forzani Group to Canadian Tire in 2011. He has previously worked at Kraft Foods and Coopers Lybrand, now part of PricewaterhouseCoopers.
“I saw this as a great little business that needed some strong brand marketing,” says Sartor, who moved to Calgary in 1997. “We’ve gone back to the company’s roots. We’re taking chances and innovating.”
The approach will see 27 new beer releases by the end of this year and updated packaging on its products.
What has been the biggest surprise as the head of a brewery? “It’s difficult to get into provincial markets outside of Alberta,” says Sartor, noting that many provinces have buy-local policies.
“Beer is becoming an increasingly popular food pairing,” says Sartor. “Beer has more varieties than wine and so there are more possibilities.”
He's looking forward to the alumni event. “It’s a great opportunity to meet people with a common bond, their alma mater,” says Sartor. “It can lead to business opportunities."
Concordia has 28 alumni chapters, including eight in Canada.
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