Recipe Unlimited partners with Hop City to launch exclusive craft beer, North of 41°
Recipe Unlimited restaurants are launching a signature craft beer across Ontario, at participating LCBO and Beer Store locations. Recipe Unlimited Corporation is Canada’s largest full-service restaurant company, which franchises and/or operates brands including Swiss Chalet, Harvey’s, St-Hubert, The Keg, Milestones, Montana’s, Kelseys, East Side Mario’s, New York Fries, Prime Pubs, Bier Markt, Landing, Original Joe’s, State & Main, Elephant & Castle.
In partnership with Hop City Brewery, North of 41° is the first beer concept created by Recipe, backed by a story rooted within Canadian history. The beer itself is an easy drinking blonde ale with tropical notes of citrus and stone fruit from the Citra hops and is at 4.4% ABV and 16 IBU.
“We knew we had a great story to tell that celebrated Canada,” says Nathan Cameron, Beverage Director at Recipe Unlimited. “All we needed was a brewer as passionate about the project as we were to bring the beer to life. And in came Hop City.”
The North of 41° story originates on Middle Island. Known as the most southern point of Canada at 41 degrees latitude. It once acted as a passageway for alcohol during prohibition and was the stomping ground for local gangsters. The island officially became Canadian in 1999 and its geography is quite noteworthy in bringing Canadians together. “No matter where you live in Canada, you’ll always be North of 41.” explains Cameron.
Alongside the blonde ale brew, Recipe introduces an augmented reality experience and app, the first of its kind in the craft beer space. “In the restaurant industry we’re constantly thinking of how to inspire our servers and bring the guest experience to life and this was one way,” explains Nathan. Users are taken right to Middle Island with 360° views of the beach. They can even snap a picture with a pint in hand for Facebook and Instagram.
Beginning April 1, North of 41° by Hop City is available for purchase at participating LCBO and the Beer Store locations across Ontario as well as participating Recipe restaurants, with more to come in May.