What a great concept! This article that popped up on Google news this evening shows how an imaginative beer shopkeeper can connect fans of great beer with the local brewers who make it. Here is how the deal works at the Sherbrooke Liquor Store in Edmonton Alberta:

...Customers can sign up for three, six or 12 months at a time, at a cost of about $45 a month. On average, that buys a monthly offering of two six-packs, although some months, the sample could be a single bottle of very expensive beer. Those who sign up for the full year get a free bottle of Belgian sparkling beer as a bonus. In the past, Pettinger has featured special seasonal beers brewed exclusively for him by Alley Cat, such as Shamrock, a green beer to honour St. Patrick's Day, and Pumpkin Pie, a beer for Halloween that was first available through the beer club, then through the store. "It became the most popular seasonal Alley Cat ever had"...

That's a club I would happily sign up for if it was legal in the province of Ontario. I suppose the fact that it is not legal is a sign of the immaturity of our society as, after all, it is only about choice, quality and value - not to mention a means to ensure a money flow to a small shop to allow it to swing this sort of deal. I especially like the connection with Edmonton's Alley Kat Brewing. One of Canada's better and more imaginative brewers definitely sees the value in reaching out to their customers but through using the leverage that a retailing specialist offers. It's a real case of trusting that a rising tide raises all boats. Good for all concerned including Edmonton's beer hounds.