Success is defined by community for this small craft brewery/coffee roaster      

You don’t often think of a brewery as a community hub; where local stand-up comedians can try out their act; where trivia nights, beer yoga, or weddings are part of the goings-on or – how about this – with a cafe on site, complete with pastries and site-roasted java. 

But that’s exactly what’s happening at Endeavour Brewing and Coffee Roasters, and founders Matt and Georgia Atkins have put it plainly in their mission statement, describing themselves as ‘cultivators of community, quality, and connection.’ It’s a nearly eight-year experiment of sorts, with the pair following their own interest in craft beer culture and good coffee, and turning that into a thriving business in an industrial park in St. Albert. 

The couple (with son Rylan now working alongside them in the tap room), are unlikely entrepreneurs. Lethbridge native, Matt has a masters degree in engineering, while Georgia, who still teaches junior high phys-ed in St. Albert, has made the coffee roasting side of the business her own.  

“We felt St. Albert needed a space like this. We live here too, so it's important to us to welcome regulars, which are probably 70 percent of our business, and to be part of events like Rock ‘n August classic car festival, or to sponsor rugby, curling or the triathlon,” says Matt. “Good beer and good coffee bring people together, so we’re big on hosting events with that community focus.” 

Don’t just take the word of devoted followers of Endeavour’s line of craft beer (which includes a slate of traditional-style ales, lagers, pilsners and IPAs, plus barrel-aged specialties and seasonal offerings). There’s hardware to show off too for the upstart, a part of the Alberta Small Brewers Association. In 2024, the brewery won gold in the Canada Beer Cup for its 6th anniversary English IPA. The Endeavour team also took two honors at the Alberta Beer Awards; a gold for its double IPA Awning Attack, and bronze for Lost Flip Flop Saison in the farmhouse ale category. 

“It’s good to be recognized – to see that others like what we’re doing,” says Matt, who started a journey in the industry after a visit to a craft beer spot in the US. The couple liked the vibe, a community spot with a personal touch, and wanted to replicate that same concept here. Yes, there’s a story behind each brew here too, whether a Cloudy Peaks Hazy IPA or Sun-smacked Raspberry Gose – it’s that personal touch that has created a devoted following of the Endeavour concept. But turning a hobby into a business has been a whole other matter.  

Atkins says Endeavour is finding its niche; trying to get a bit of the market share in the province's growing craft beer industry (There were over 150 breweries in Alberta in 2024, more than doubling the numbers from 2019). Endeavour recently joined 19 Edmonton-area breweries for the annual Wyrd Bier festival, a chance to create themed brews for the occasion and expose more beer lovers to unique offerings. “I’m a traditional brewer, I don’t use a lot of fruit. I like beer to taste like beer, whether it’s Belgian style, an English ale or German lager, and many customers feel the same,” Matt says. “I use local ingredients wherever I can too – that part isn’t hard because Alberta has a great climate, soil and some of the best malted barley in the world.” 

Still, challenges are no stranger to Endeavour. From navigating the pandemic and US tariffs on aluminum, which, for now, have been dropped, to finding more markets in Alberta and beyond (Endeavour cans are now available in and around Edmonton and Calgary, at spots like L’OCA Quality Market, Sherbrooke Liquor, Wine and Beyond and Sobeys), there are hurdles in this competitive market. While there’s hope of changes to inter-provincial trade, Atkins says the current situation means out-of-province brewers are allowed to sell here, while Alberta brewers can’t do the same beyond our borders.   

But every cloud has a silver lining, so ever-thinning margins have meant diversification for Endeavour Brewing. Adding a snack menu (from a few varieties of pizza, to pretzels, to beer cheese, which supports small Edmonton-area food suppliers) and continued exposure at farmers’ markets, festivals, expos and competitions, are a priority. A just-expanded kitchen space will allow for more pop-ups and collaborations, Atkins adds, pointing to prior success with special events – Canada Day, Valentine’s etc. And a newly added eighth beer tank means an increase of the 100,000 litres of beer currently brewed each year, with regular weekly cask openings beckoning aficionados and everyday beer fans with experimental, unique flavours – maybe infused with tea, or a margarita-type brew.  

And then there’s coffee. In 2022, Georgia took the lead with Endeavour Coffee Roasters, placing a refurbished West German Probat roaster alongside beer brewing equipment in the two-bay, 8,000 square foot facility. The cafe claims space alongside the 1,200 square foot tap room, where staffers pour single roast coffees for those in search of a daytime cup of joe and pastry. Endeavour’s coffees are even featured at a handful of restaurants and the local curling club. “The addition of coffee helps break the stigma of a brewpub as a social place for everyone. We asked ourselves, “What else can we add? Coffee was the answer.” 

To get her passion project rolling, Georgia took online courses and gleaned wisdom from other area roasters. “I’m into ethically sourced beans from single farms, so customers can experience that region: Guatemala, Brazil, Peru and more. The big cafés are moving away from being a spot where you can hang out with a laptop over a coffee. We work to be that welcoming space where people can sit and work, or socialize over a board game,” she says.  

Like the beer side of the business, the coffee roaster is big on collaborations too, in this case joining with Edmonton radio station CHUCK@92.5 to create ‘Chuck Roast Coffee’. Launched in February, with a tasting event and contests through the radio station, bags of the custom coffee are available directly at Endeavour. 

Endeavour’s brewery/taproom and cafe/roastery is a rare combination, one of only a couple such formulas in the entire province. (Dark Woods Brewing and Coffee Roasting in Innisfail also offers site-roasted coffee and small-batch craft beer).  Located in Campbell Business Park, Endeavour has taken advantage of its south-facing spot during warm weather months with an outdoor patio, while indoor space can be sectioned off and used for weddings, birthdays, baby showers, “That’s even been done, all by the same person!” Matt adds. Fun events, like fly-tying, stand-up comedy nights, even drag bingo–also attract a wide range of community members to Endeavour. As soon as the business posts dates for a trivia night – a real hot ticket, there’s a wait list to get in on the 100-plus seat event.   

“I’ve loved craft beer culture for 15 years,” Matt adds. “It’s been an endeavour to get here; our name has that meaning too. We’ve worked hard to be that local spot; the place people go for their local beer.”