Brewing Up New Ways to Save Pacific Herring

In Collaboration with Persephone Brewing

This Spring, Pacific Wild and Sunshine Coast craft brewer, Persephone Brewing have teamed up to bring you a special beer that celebrates Pacific herring (ak.a. #BIGLittleFish), the foundation of the Pacific coast ecosystem.

This beer is perfect for drinking at the water’s edge; a clean, light-bodied refreshing lager, dry hopped with Amarillo and Citra hops for subtle notes of tropical citrus.

Our collaboration is all about using business as a force for good to spread an intense love for the marine environment with British Columbians.

What Are Herring & Why Are They Missing?

Like the foundation of your house, Pacific herring form the foundation on which the B.C. coast is built. This small silver fish plays a major role in the lives of nearly every coastal species on land or underwater in this province. They were last seen in coastwide abundance before the industrial fishery started in the late 1800s. Today, chronic mismanagement and overfishing exacerbated by faulty science, habitat destruction, disease-spreading marine fish farms, and human-caused climate change are all contributing to massive declines in herring populations.

What’s Conservation Financing?

Conservation financing raises and manages funds to support the conservation of natural resources. For this initiative, one dollar from every six-pack of Have You Seen This #BIGLittleFish beer, an original brew produced by our friends at Persephone Brewing, will be used to support Pacific Wild’s campaign to save herring. 

Who is Persephone Brewing?

Persephone Brewing Co. (PBC) operates an 11-acre farm and craft microbrewery in the community of Gibsons on B.C.’s Sunshine Coast. PBC is operated by a small team of extremely passionate people committed to the vision of supporting amazing beer built through local agriculture, community connectedness, and partnerships. As a certified B-Corp, Persephone balances purpose with profit, considering the impact of their decisions on their workers, customers, suppliers, community, and the environment. Given the strong connection in values, Pacific Wild couldn’t wait to collaborate!

Where Can I Buy This Beer?

The beer is available for purchase through Persephone’s online beer store or at liquor stores across B.C. shown on the map below. We encourage you to request the beer from your favourite local liquor store if they don’t currently carry it.

Herring Beer Webinar & Launch Party

Join us on May 7, 2020 at 8pm PST for our herring beer webinar and launch party. There will be a special virtual performance from local folk musician, Luke Wallace followed by a presentation/Q&A on the importance of herring conservation.

Space is limited so pleas make sure to RSVP.

Share Your Love of Herring

Take a selfie with the beer to share your support for Pacific Herring. Make sure to use the hashtags #BIGlittleFish and tag @pacificwild and @persephonebrewing.