In partnership with Destination British Columbia and the BC Craft Brewers Guild, the BC Ale Trail emphasizes how a visit to or around British Columbia is enhanced with a pint of craft beer culture.

The BC Ale Trail’s team of dedicated beer lovers including consultants, social media magicians, writers, project managers, directors and craft beer innovators has worked passionately to showcase BC’s world-class brewing scene through developing comprehensive itineraries that link breweries throughout BC. The goal is to showcase BC’s delicious craft beer, inspiring geography and potential for adventure with beer enthusiasts across our province, region and the rest of the globe.


Media Contacts:

Jo Matthews | 778.710.9811 | or Monica Frost | 604.657.9351 |

Media Kit

Ken Beattie

Executive Director, BC Craft Brewers Guild

Building on decades of experience in the beer industry, Ken currently sits as the Executive Director of the BC Craft Brewers Guild and Lead Administrator for the BC Ale Trail, working tirelessly to support craft breweries of all sizes across BC. Ken is a founding board member of the Canadian Craft Brewers Association and a faculty member in the Brewing and Brewing Operations Program at Kwantlen Polytechnic University.

Monica Frost

Project Lead, BC Ale Trail

Since her first sip of a Shaftebury Cream Ale back in the late 90s Monica has been a craft beer enthusiast, and it became her mission to build a community around it. Her tool of choice - Social Media. After stints in Banking and the Travel Industry, Monica has now spent a decade working in Communications and Social Media roles across a variety of industries with a focus primarily on the craft beer industry. Monica joined the BC Craft Brewers Guild in 2017 as Communications Coordinator and the BC Ale Trail as Social Media and Community Manager. She was promoted to BC Ale Trail Project Lead in 2019 when the BC Craft Brewers Guild took over as Lead Administrator.

Joe Wiebe

Content Manager

The “Thirsty Writer,” Joe is BC’s busiest beer writer. He is the author of two editions of Craft Beer Revolution: The Insider’s Guide to B.C. Breweries, the definitive guidebook to the province’s burgeoning craft beer industry. A co-founder of Victoria Beer Week, he is also the beer columnist for CBC Radio’s All Points West program. Joe has hosted numerous beer events and seminars and has emceed the Canadian Brewing Awards twice.

The Number

Creative Partner

The Number is a multidisciplinary creative marketing agency based in Victoria, BC and proudly a part of the BC Ale Trail development team since day one. With capacity for everything creative, from graphic and web design, to consultation and facilitation, The Number helps keep the BC Ale Trail connected to craft beer enthusiasts everywhere.

Many thanks to Chris Nohr and his team at The Number, Beattie Tartan, our Content Team and all participating DMOs, breweries and ancillary businesses.

Follow us on social media!