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Canada's devastating wildfires have burned 17 million hectares of forests in two years. From the ashes, the first flower to grow is fireweed, attracting bees and yielding a record abundance of Fireweed honey.

As a community-focused microbrewery, we used newly abundant Fireweed honey as the main ingredient in Fire Bloom Honey Lager, creating a beer that funds reforestation and rebuilding. A lager born from fire needed a label made with fire, so we partnered with local artist Steven Spazuk, who painted it with flame. Fire Bloom creates a regenerative cycle that offers Albertans a way to help, with an innovative sustainability model that changes the way Albertans see wildfires: as both a crisis and an opportunity.