The Village Bard

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As part of our second semester of our third year at the Alberta College of Art + Design, we had to develop a new beer within the Village Brewery brand. Village Brewery is a brewing company local to Calgary, AB that has developed a reputation of keeping close ties with and giving back to the community. Their entire brand is based around the concept of a village and being close knit and each beer being a character within that village. Our task was to conceptualize a new character, find a photo representation, write a brand story about them, then translate that into a “beer story” that blends their character with the type of beer we used and its flavoring. We then took that and applied it to all aspects appropriate within their brand. We were required to do a poster, tentcard, tap handle, keg collar, and a cask board; anything else was optional.

Whenever you go out with your friends to have a beer, there is always that one person who brings a certain soul and energy with them. Everyone always becomes immersed in the stories that person has to tell, and eventually the night crescendos into a group singing along to the Dropkick Murphys over the pub stereo.
Our beer, the Bard, is inspired by and celebrates this person.

THE VILLAGE BARD CONSISTS OF:
Darryl Sinclair
Brendan Mudryk
Cole Forman
Shalom Toy

The village is full of characters yet none tell a story quite like the bard; he uses beer to bring back the wistful memories of the past. The bard is known for his mastery of melodies, his whimsical wit, and grandiose tales. He solidifies his spot in people’s hearts by bringing love and joy to any group that ventures near. The bard is everyone’s friend, who shares a laugh, a song, and a beer as he sets the tempo of the night. They stand on the streets, sharing their music; sit at the bar, imparting their stories; and visit your home, bringing laughter with them. So take a moment, enjoy the ballad of the bard, and compose new memories.

THERE’S A BARD IN ALL OF US.

Like a low whisper at the beginning of a story that’s ready to sweep in your attention comes the charm of the bard.

With a wistful combination of juniper berries and sweet gale called gruit there is a distinct, melodic sweetness that sings

to your senses. This full bodied honey ale is one to keep in hand while at the edge of your seat, immersed in

tales of old friends and newfound faces.

Every group of friends has a bard, share yours through the hashtag #villagebard and share your photos of them or your local street bard to Instagram. You can even share your very own ballad of the bard on Twitter using the same hashtag!

THERE’S A BARD IN ALL OF US.

They’re only one glass into the night
A dark honey gruit ale thats an easy rolling kind
Now all ears and eyes are fixed on a man
Testing the attention of all in the room span
A question inflextion low and sweeping

He says “hey what do you know of the man in the moon?
What do you believe, what do you think is true?
He says “boy then do I have a story for you”
Holding all their eyes like some form of screen light
Discretion, fascination and surprise

He’s careful now to draw out the next emotion
A cause reaction keeping them on their toes no commotion
The second pint of the evening sweeps through
Effects of this firewater eleven point two
Compromising guards make a ruckus easy

His story takes the framework of a tall tower
All ears and eyes craned to the sky with the power
Of glass number three in hand now gone and in their systems
Unbolted laughter exploding from them
The bard man climbs the centre table and sings

“oh the night is still much too young my friends
Won’t you raise your voices clap those idle hands
Make this a memory you won’t forget
Throw in a harmony and we’ll laugh till morning”