We didn’t want to brew this lager—and the fact that we can means the climate is in a seriously tough spot. In the past two years, more than 13,000 fires raged across Canada, burning 3.3 million hectares of Alberta’s ancient woodland. These wildfires caused an abundance of Fireweed to bloom from their ashes, attracting millions of bees to create an unprecedented amount of Fireweed honey—enough for us to brew this beer. A lager born from fire needed a label made with fire, so we partnered with Canadian fire artist Steven Spazuk to create our label. The result is a can painted with flame and soot. Using all-local ingredients, this refreshing brew pours funds back into our land, creating a regenerative cycle where there was none before and giving Albertans a way to support the replanting of our burned forests and the rebuilding of our communities. Fire Bloom is more than just a beer or a label; it’s a symbol of resilience and motor of renewal. As a community-driven microbrewery, protecting our land means protecting our people. To the health of our forests.