iOTA brews crisp and robust non-alcoholic craft beer under the award-winning guidance of parent company Phillips Brewing & Malting Co. The Victoria-based brewery was first started by Matt Phillips in his Esquimalt apartment. Now, Phillips has a state-of-the-art brewing facility as well as a tasting room where guests can sample their signature Phillips beers as well as iOTA non-alcoholic craft beers. We spoke with Robyn Skinner, Director of Marketing at Phillips Brewing & Malting Co. to learn more.
What is your business called and what does it do?
Phillips Brewing & Malting Co. is an award-winning craft beverage company based in Victoria, BC that makes craft beer, non-alcoholic beer, soda, mocktails, tonics and spirits all right here in Canada. We are very well known for our beer brands like Blue Buck, Tilt Lager, Dinosour (to name a few), and the business continues to focus on brewing quality, sustainable and delicious tasting craft beer & beverages just like we have for the last 24 years.
iOTA is the non-alcoholic beer brand that we launched just over 3 years ago. What makes iOTA so special is the robust craft beer experience and flavour it delivers with no alcohol.
iOTA offers 5 different beer selections ranging from a Hazy IPA to a Pale Ale, Pilsner, Cerveza Mexican Style Lager and our most recent flavour – Peach Wheat Ale. iOTA non-alcoholic beer has exceptional taste and appeals to both craft beer enthusiasts or those looking for just great tasting non-alc options.
What made you want to do this work?
I previously was the Marketing Director at Earth’s Own Food Company in Burnaby, BC and have spent many years building purpose-led brands. When the opportunity came up to work for Phillips Brewing, I was very intrigued by helping another local BC brand grow within Canada. iOTA is uniquely positioned as the taste is phenomenal, but just as importantly, it is made by extremely passionate people who care about brewing quality, sustainable beer right here in Victoria. Phillips has a strong desire to continue to put out beverage options that are inclusive for everyone. We are seeing a huge shift in consumer habits as consumers are drinking both alcoholic and non-alcoholic offerings, often even in the same social occasion. iOTA allows people to keep the party going, but you can still drive home at the end of the night and feel great the next morning.
What problem did you want to solve with the business?
The team here at Phillips want to continue delivering great tasting, innovative and quality craft beverages. With iOTA, we are meeting people where they are at and allowing for great-tasting craft beer options that are non-alcoholic. Whether you are at a bar, restaurant, at home, hosting a party or simply want a cool drink, iOTA allows you to enjoy a delicious tasting beer without the alcohol.
Who are your clientele/demographics?
Interestingly, this continues to evolve as mindful drinking spans many age groups. A lot of young people aren’t consuming alcohol like previous generations, but we are also seeing a shift in the industr,y and parents with kids are looking for non-alcoholic options, as are baby boomers. The unique positioning for Phillips Brewing is we offer both alcoholic and non-alcoholic craft beer and have something for everyone, depending on what you are looking for.
How does your business make money? How does it work?
Phillips Brewing is quite a beloved brewery here in BC, and we sell a lot of products locally across private liquor stores, BC Liquor Stores, through many bars & restaurants, grocery stores and at our own brewery right here in BC. We also have a strong presence in Alberta and are continuing to grow and gain traction in the Prairies and Ontario across many of our alcoholic and non-alcoholic brands.
Where in the city can we find your profession?
Phillips Brewing & Malting Co is based in Victoria, BC and can be experienced right here at our Brewery’s Tasting Room. We offer craft beer on tap, as well as recently brought in a new pop-up food program with local food brand Roast. Phillips Brewing also puts on the Phillips Backyard Music Festival Series each summer with concerts running right here in our own brewery backyard.
To learn more about this year’s line-up and to purchase tickets, you can check here.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
What is so special about your non-alcoholic craft beer compared to other brands?
Phillips iOTA non-alcoholic craft beer is brewed the same way we make all of our Phillips beers. We then just remove the alcohol, but still deliver a true craft beer experience. This is a different process to some of the other non-alcoholic beers on the market, and what allows us to hold onto such a robust flavour profile.
What is the best part about what you do? What is the worst part?
I love working with the team here at Phillips and ideating on what fun new flavours or innovation we should come up with next, and how to support our brands with fun, creative that allow people to further connect with us. For iOTA, we recently came up with a commercial series called “Party All The Time” that brought non-alcoholic beer into social settings where you typically wouldn’t “drink”. Think office birthday party, boardroom meeting. It is a super fun campaign and is meant to bring fun and lightness to the non-alcoholic category, vs just being positioned on health. You can check it out here.
Overall, though, Phillips is a very caring place, and at the end of the day, it is about doing the right thing, being inclusive and making the best-tasting beer for everyone. I love that.
What is your favourite joke about your own profession?
Beer is made from hops. Hops are plants. Therefore beer = salad
Where can we follow you?
Phillips Beer | Drink iOTA Beer
PAY IT FORWARD: What is another local business that you love?
I’m biased because I used to work there and live a plant-based lifestyle myself, but I love Earth’s Own. I still drink Earth’s Own Oat milk in my coffee and smoothies every day.
