The Challenge

Recruit, train and manage a dedicated team of Muskoka Brewery brand ambassadors to execute elevated consumer events in LCBO, Beer Store and licensed grocery locations. Embr was tasked with managing the entire planning process for these events, beginning with applying for optimal tasting dates/locations, designing custom POS for display at the events and shipping materials to each event for execution.

The Solution

Embr¬†sourced a diverse group of beer enthusiasts and sales specialists who became true Muskoka Brewery brand ambassadors at an intensive training session held on-site at the Muskoka Brewery production facility. Throughout the year, staff were trained on new seasonal products and refreshed on key brand details via Embr’s proprietary online training portal. Staff completed regular tests and were required maintain a minimum test score to continue consumer events.


Embr is one of the first companies to execute consumer sampling events at licensed grocery store locations in Ontario. We have transitioned our roster to be food handlers certified so we can seamlessly execute LCBO, Beer Store and grocery (Loblaw’s, Sobey’s Metro, etc) tastings with the same fully trained team.

Premium Food Pairings

Embr negotiated exclusive partnerships with several food brands that paired perfectly with Muskoka Brewery products. The elevated food pairings stood out to consumers who are used to seeing standard chips and pretzels and stores, and enhanced the tasting experience and how Muskoka Brewery’s products was received by consumers.

Next Generation Reporting

Muskoka Brewery uses Embr’s Retail Data portal, which allows them to access, export and create custom reports from the tasting data generated at consumer events. Using Embr’s powerful analytical tools, Muskoka Brewery has a clearer picture of their field sales activities,¬†where the best ROI on their spend is coming from.