For brothers Joshua and Jordan Goure, opening a local craft brewery is, in part, a means to provide an alternative for businesses facing a “monopoly” on the beer industry.

The two are among the partners and the main spokespeople involved with Brew, an upcoming addition to the region’s growing microbrewery culture, located east of Caesars Windsor. They have previously operated restaurants and night clubs and say the hospitality industry suffers from high beer prices set by The Beer Store.

“Getting a craft brewery started in Windsor that we can support for licensees that want just as good as a product, a local product and we can do it more affordable for them as well,” says Jordan, 26.

Rino Bortolin, owner of Rino’s Kitchen, recently began a boycott of The Beer Store and has only been providing craft beer to his patrons. The Goure brothers say they fully support this move and would provide a 10 per cent discount to business owners who provide a craft beer-heavy menu.

“Now that there is a growing demand for craft breweries, I hope that everyone in the region just starts supporting,” said Joshua, 29. “We have great beer down here and I want everyone to be on board with that.”

The brothers say they hope their lager will act as a gateway for people unfamiliar with the heavy flavours dominating the taste of most craft beers. However, they plan to introduce hoppier beers later on.

“You can drink a case with your friends out by the pool, down by the beach – just a smooth or easier drinking craft beer we feel has not really been touched on in this area,” Joshua said.

The Goures expect the Brew beer to start flowing by the end of June. They have been working on their location in one way or another for the better part of a year, but there are still two key items to check off.

Number one is what they say is getting their product down to a science. Although they took months of research before jumping into this venture, they don’t claim to be experts yet and will be working with a brewmaster to teach them everything they need to know.

Number two is working on the decorative aspects of the interior. While the building will mostly act as a manufacturing facility, Joshua and Jordan also plan to host tours and tastings and let people book events with up to 50 guests.

The brothers agree they each have different, but complimentary, strengths which will help them make their mark on the industry. Jordan is more involved with the numbers and licensing, while Joshua will work on the decor, marketing and judging the taste of their product.

“To explain it best between the two of us, it’s the right hemisphere (Joshua) and the left hemisphere (Jordan) of the brain,” Jordan said. “One of us has the taste for the finer things. One of us has a taste for the business.”