Beef and brews prove a lucrative mix

Few things go better together on a hot summer day than a nice cold beer and a barbeque.

That beer-BBQ combination is the almost accidental business model that Toronto Festival of Beer co-owners Greg Cosway and Les Murray have been running for several years now.

The duo behind the city’s largest beer festival for the past 17 years — which takes place in early August on the CNE grounds — have become key promoters of the barbeque lifestyle in both Canada and the U.S.

“We are all about beer and barbeque,” says festival president Murray, a fellow with deep brewing industry roots as a former executive with Brewers Retail and Labatt.

In some respects, he and his partner are more influential in the BBQ world than in beer.

“We manage a couple of celebrity chefs, Canadian guys who are born and raised in Toronto,” he says.

The two grillers are Rob Rainford (born in Jamaica but raised in Canada by his family since age 3), who hosted the Food Network TV show License to Grill , and BBQ legend Ted Reader. “I call him ‘Godfather of the Grill,’” says Murray. “He has probably 15 books in the marketplace and a line of food products that we launched a few years ago.”

Grilling is big business, especially in the States, where the macho pastime of grilling is closely tied with sports-event tailgating and is much more of a year-round tradition given the warmer climate. The two Canadian chefs are “treated like rock stars” in the States, and share the same agent as the rock band Nickelback.

How two beer guys ended up as the country’s main barbeque promoters came from a series of connections that led to them becoming the event marketing agency for the Dave Nichol line of beers, which put them in contact with Reader, who was at the time a corporate chef for Nichol and Loblaw.

“He was Dave’s guy, he wrote the President’s Choice cookbook,” as well as developing the PC Real Jerk Wings recipe for the grocery chain, says Cosway. A few years later, Reader approached Cosway about taking him on as a client.

“Teddie was generally a pretty miserable guy,” says Cosway. “He didn’t have any control over his small business, his brand or even his name.”

Over a few years, Cosway’s firm worked out sponsorship deals with BBQ suppliers such as Napoleon Grills, booked Reader at events and helped him with book deals.

The three-year effort included re-branding Reader, who was previously known as “the King of the Q,” a nickname Cosway says was problematic.

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