How much do you want that Bud Light that you just mindlessly ordered for the millionth time in your life? How does $15 sound? No, you are not at an NFL stadium. You are just out to eat at Prairie Firehouse in western Manitoba in Canada where the owner Anne Dumas is upcharging for the privilege of buying Big Beer over the local craft beers she has.
And because this is a delightful Canadian story, the owner of the restaurant isn’t even a raging anti-AB InBev crusader. She just wants to get people to try some of the local craft beer she has available, and taking the cheapness away from the cheap beer on tap is definitely an effective way of doing it. From the Calgary Herald:
“[The city of] Brandon is very much a Bud Light town and it’s a farm kind of culture and very small-town mentality,” Dumas said of the city of 49,000.
“I figured the only way I was going to get people out of their comfort zone was to charge a ridiculous price for a beer that I shouldn’t.”
The article notes that there have been some customers who were so offended they said they would never come back, which is hilarious. Way to take a stand against the little guy in the community, supporting other little guys in the community when it should instead focus on serving you mass produced global swill for as cheap as possible. OK, now that part sounds like America.