CHARLOTTETOWN, P.E.I. — This year's East Coast Music Awards (ECMAs) will have a taste of the Island with Charlottetown's Upstreet Craft Brewing partnering with four other Atlantic Canada breweries to sponsor the event and serve up some suds.
"It's a great opportunity to be supporting the ECMAs, and what they're doing to support their members in Atlantic Canada (and) fun venture to work with the other breweries as well," said Kyle Lutz, Upstreet's sales manager.
This year's East Coast Music Awards will take place in Sydney, N.S., on May 5-9. Besides Upstreet, the other breweries coming together to sponsor the event are Quidi Vidi Brewery in Newfoundland and Labrador, Breton Brewing Co. in Sydney, Garrison Brewing Co. in Halifax and Grimross Craft Brewing in Fredericton, N.B.
Lutz explained that the event is usually sponsored by a large brewing company, but this year's partnership provided an opportunity for smaller ones to get involved.
Upstreet has three locations in Charlottetown, the first opening in 2015, as well as the Upstreet BBQ Brewhouse located in Dartmouth, N.S.
Lutz said more details of the partnership are going to be released as the event approaches. He added Upstreet is still discussing which of its products will be offered at the event.
"We're working together as a group to come up with a lineup of beer that fits well," he said.
Terrence McEachern is The Guardian’s business reporter. He can be reached by email at [email protected] and followed on Twitter at @terry_mcn .
