Styles and the Direction The Industry is Heading

MICHAEL HANCOCK
Founding Partner/Retired | Side Launch Brewing Co.

Michael started his career by joining Molson’s Brewery (Ontario) Limited in 1976. After spending a number of years in Engineering working on Energy and Environmental projects he then was selected to join the Production Training program.

Michael left Molson in 1986, attended the Siebel Institute long Brewing course and joined the group putting together Denison’s, a downtown brewpub in 1988. Denison’s brewed Bavarian styles of beer, including a Weissbier.

After thirteen years the brewery at 75 Victoria Street closed in January 2003.

Michael then made Denison’s Weissbier available for wider distribution by brewing it under contract. The first arrangement was with the Mill Street Brewery in the Distillery District in Toronto, then Black Oak Brewing in Oakville and then Cool Beer Brewing Co. of Etobicoke, Ontario. The popular dark lager, Dunkel, was also reintroduced in 2005.

In 2009, responding to persistent demand for a consumer take- home package, Denison’s introduced 473ml cans to the LCBO, brewed and packaged at Amsterdam Brewing Co. Draft beer continued to be produced at Cool.

In 2010, Michael was introduced to a group planning a brewery, became a founding partner and participated in the building of Side Launch Brewing Co. in Collingwood. The brewery grew at a very high rate, brewing the wheat beer and dark lager, also a pale ale and a Tripel, among other styles. Side Launch was thrilled to be recognized as Canadian Brewery of the Year in 2016.

In mid 2019, Michael’s association with the brewery was terminated although he still remained a minority partner. The sale of the brewery late last year brings on mixed emotions but he is pleased that it has been acquired by a company that brews beer and is happy to assist them in any way he can.