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The best breweries aren’t always born from a meticulously crafted business plan.
Sometimes, they begin with a mistake.
For Refuge des Brasseurs in Sherbrooke, it all started with a trip to Costco. Believing they were buying a 50-litre wine-making kit, Myriam and her partners unknowingly walked away with a homebrewing kit instead.
That simple misunderstanding would change the course of their lives.
More than eleven years later, Refuge des Brasseurs is much more than a brewery. It has become a gathering place at the heart of Sherbrooke’s university district—a business that has grown alongside Québec’s craft beer industry and continues to evolve in a market that is far more mature and competitive than when it first opened its doors.
The environment, however, has changed dramatically.
Consumers drink differently. Production costs continue to rise. Visiting habits have evolved. Younger generations are less interested in chasing the latest release and more interested in experiences that feel authentic, local and meaningful.
In this new landscape, many breweries are asking themselves the same question:
How do we return to growth?
Refuge des Brasseurs asks a different one.
How do we remain indispensable to our neighbourhood?
That subtle distinction defines the brewery’s philosophy.
The goal was never to become Québec’s largest brewery.
The ambition was to create a place where students, professors, local residents and visitors would want to return—week after week, year after year.
More than a decade later, that vision still guides every decision the company makes, from its event programming and seasonal beer releases to collaborations with local producers, artists and graphic design students from Sherbrooke.
At a time when many breweries are focused on expanding distribution and increasing production capacity, Refuge des Brasseurs offers a different perspective.
A brewery doesn’t have to become a national brand to become an essential part of its community.
Sometimes, building a strong neighbourhood institution is the smartest business strategy of all.
The Post-Pandemic Shift: Returning to the Brewpub Model
Like most Québec craft breweries, Refuge des Brasseurs significantly expanded its canning operations during the pandemic.
It wasn’t part of the original business plan.
It was a matter of survival.
“It wasn’t necessarily the direction we wanted to take, but we had to adapt,” Myriam explains.
Today, the brewery has found its balance again.
Canned beer remains an important part of the business, but it has returned to its original role: introducing the brand to new customers rather than serving as its primary growth engine.
The focus is once again on the brewpub experience.
For Myriam, the value of the brewpub extends far beyond stronger margins. It provides something that no retail shelf ever can—a direct relationship with customers.
In an industry where consumer habits continue to evolve, those daily conversations have become one of the brewery’s most valuable sources of insight.
Reimagining the Brand
The evolution of Refuge des Brasseurs hasn’t been limited to its beer.
Over the years, the brewery has also undertaken a complete redesign of its visual identity.
Its original cans reflected the business’s early days—rustic, wood-inspired and built around the imagery of a mountain refuge.
As distribution expanded, however, the team recognized that standing out on increasingly crowded retail shelves required a different visual language.
Rather than looking outside the region, Refuge des Brasseurs turned to local talent.
The brewery partnered with graphic design students from Cégep de Sherbrooke, giving emerging designers the opportunity to help shape the brewery’s next chapter.
The result is a cleaner, more contemporary identity that better reflects today’s market while reinforcing the brewery’s commitment to supporting its local creative community.
La Fauteuse de trouble: More Than a Collaboration Beer
Our interview takes place during the brewing of La Fauteuse de trouble, a collaborative beer bringing together women from across Québec’s brewing industry at Microbrasserie À La Fût.
For Myriam, projects like this are about far more than creating another recipe.
Of course, there are discussions about hops, yeast and brewing techniques.
But just as importantly, these collaborations create opportunities for women entrepreneurs and brewers to exchange ideas, share experiences and strengthen professional relationships within an industry that remains relatively small.
The beer itself—a Hazy IPA—is one of Myriam’s favourite styles.
“I wanted a Hazy IPA,” she says with a smile. “I’m more than happy.”
Women in Brewing: Visibility Creates Opportunity
The conversation naturally turns to the role of women in the brewing industry.
For Myriam, the greatest challenge isn’t entering the profession.
“I think brewing is very accessible,” she says.
The bigger issue is visibility.
The more women who are seen leading breweries, brewing beer and running successful businesses, the more natural those career paths become for the next generation.
Her own experience reflects that reality.
When she co-founded Refuge des Brasseurs at just 22 years old, she regularly encountered questions her male counterparts rarely heard.
“People often asked me who my boss was.”
While the industry has made significant progress, she believes perceptions continue to evolve.
Collaborative initiatives such as La Fauteuse de trouble play an important role by highlighting the women helping shape Québec’s brewing industry today—and inspiring those who will shape it tomorrow.
Growing Without Losing Balance
While many breweries continue pursuing larger production volumes and broader distribution, Refuge des Brasseurs has chosen a more measured path.
The brewery continues to experiment with new products, including ready-to-drink beverages, but without chasing rapid expansion.
“We’re happy with what we’re doing.”
It’s a simple statement that captures the company’s philosophy.
After more than eleven years, Refuge des Brasseurs continues to grow alongside its community without losing sight of the idea that inspired its creation: building a welcoming gathering place deeply rooted in its neighbourhood.
In an industry defined by constant change, that ability to adapt—without abandoning its identity—may prove to be its greatest competitive advantage.
Refuge des Brasseurs
2155 Galt Street West
Sherbrooke, Québec
