Friday was opening night for the NOJHL's Timmins Rock at the McIntyre Arena, and an impressive official attendance of 1,066 fans came out to see their hometown team take on the French River Rapids.
At some point, midway through the second period, the licensed second level balcony area of 'The Mac' sold out of local craft brewer Full Beard Brewing. Their Bearded Prospector Cream Ale tall boys were easily the most common sight in the hands of Rock fans.
"The surprise for us, and I think for them, is that people wanted it. There were only two cases of beer there, so they probably went through those quickly, not knowing they'd sell that much," said Full Beard's owner Jonathan St. Pierre.
St. Pierre assures fans that five more cases will be on hand for Saturday night's matchup against the Hearst Lumberjacks, the second in three weekend home games for the Rock.
"It's pretty amazing to see that we actually are being showcased, at games of a local team like the Rock, being a local brewery, it's awesome."
Although the Rock lost Friday night's game 3 to 1, the fan support is there, and Timmins is likely to lead the NOJHL in attendance once again this season, which is exciting for St. Pierre and his team.
"Knowing that our beer is being sold there now, from three years ago not even thinking that we'd be selling beer at any sports venues, its an awesome feeling. I hope tonight's its the same thing, everybody has beers in their hands, and they're all Full Beard. I was told that last night by numerous people that they were there, and they saw lots of people drinking our beer," he said on Saturday.
The new line of tall cans from Full Beard Brewing. Andrew Autio for TimminsTodayFull Beard recently released their 473-millimetre tall cans, in three varieties — the 5 o'clock Shadow Pale Ale, the Aussie, Aussie, Aussie, Eh, Eh, Eh Australian Ale, and the aforementioned Bearded Prospector Cream Ale.
"I know they say that our cream ale sells really well, being a lighter beer, and light in taste. We do have the Aussie there as well, not sure if there's any left of it. But we're working on getting our other beers in there as well, obviously variety would be a good thing."
The cans have altered operations of crew at the brewery on Rea Street South.
"We're spending lots of time with the canning machine, becoming real good friends with it. Its working its butt off for us. Its a change from focusing on growlers. We still sell lots of growlers, which is good, but I think a lot of people are really appreciative of having the cans now."
St. Pierre says the brewery has partnered with the Rock on 'numerous things' this season.
"I can't give out the details right now until everything is confirmed 100 percent. Its a good partnership, being able to work within the community like that."
Rock fans can be assured that the message sent on Friday night was heard loud and clear. Although it is the McIntyre Arena staff who is in control of the beer sales, St. Pierre is promising to keep thirsty hockey fans happy going forward.
"When you 'run out', its a good problem. Some people think when you run out, its not a good thing, but then you know your beer is selling. That means we just have to step up our game today, and bring them more cases of beer, instead of the minimum amount. Hopefully during the season we can just keep growing from there, and bring more and more, and if people know its available, they'll buy more, and we can have it supplied for the entire game."
The Rock and Lumberjacks opening face off is scheduled for shortly after 7 p.m. A Sunday afternoon matinee at 3 p.m. sees the Rock take on the Soo Thunderbirds to wrap up the weekend.
