'No Jail Pale Ale' caters to anxious drinkers
Published Tuesday, December 7, 2010 3:26PM PST
A B.C. brewery has released a new beer with only 3.05 per cent alcohol content targeting drivers worried about being slammed by the province's harsh drunk driving laws.
The beer, dubbed No Jail Pale Ale, was unveiled Tuesday by the Penticton-based Cannery Brewing Company.
It joins lower alcohol alternative beers such as Molson Canadian 67 (three per cent), Pacific Western's Traditional Light (3.5 per cent) and Bud Light Lime (four per cent).
Cannery Brewing co-owner Patt Dyck says the beverage, which has roughly 40 per cent less alcohol than most beers, retains a "full-flavoured" taste.
"It certainly was a challenge," she said. "There's so little grain to get what you hope will be so much flavour."
The ale is currently only available in the Okanagan, but Dyck said if it's a hit it could be shipped across the province with Cannery's other products.
The company says it hopes to help the ailing restaurant and bar industries that have suffered in the wake of B.C.'s laws, which are considered the strictest in Canada.
Police in the province are able to impound vehicles, issue 90-day driving bans and issue fines that could cost drivers up to $3,750.
Several restaurants have reported massive dips in alcohol sales since the rules took effect in September, spurring a few creative attempts to buck the trend.
The popular Cactus Club Café chain introduced half-shot cocktails, and Kelowna's Pheasant & Quail Pub bought two breathalyzer machines so patrons could test their own blood alcohol content before getting back behind the wheel.