The allure of a brewery. A passion for the Okanagan. The aspiration to be more hands-on. A desire to expand his portfolio.
All of the above spurred Victoria businessman Pardeep (PJ) Jaswal to purchase Marten Brewing Company in downtown Vernon from founders Stefan and Pearl Marten at the end of November 2023.
Jaswal’s decision to buy the brewery was what he terms “a natural progression in my commitment to both business excellence and community enrichment.”
“Recognizing Marten Brewing’s significance to the vibrant city of Vernon, I’m enthusiastic about playing a pivotal role in its growth and community impact,” said Jaswal, who brings a combo of business acumen and formidable sales skills from his hospitality background to the world of brewing.
His brewing experience may be limited, but Jaswal said his experience in engaging community experiences will help. So will the team that surrounds him.
“Our general manager, Kali-Ann, is a true master in her role, ensuring seamless operations,” he said. “Working alongside her is our brewmaster, Iain, whose skills are the pride of our establishment. And complementing the duo is head chef Allison, a maestro in crafting delightful dishes and a natural-born leader who commands perfection in the kitchen.
“Together, we form a powerhouse team that combines hospitality finesse, business prowess, and unparalleled expertise in brewing.”
For the Martens, the sale of their beloved establishment brought about mixed emotions.
They spent the last decade building the downtown brewery and selling their beer. Serving their patrons, they said, “has been our honour.”
“We extend our deepest gratitude to each and every one of you for your unwavering support, patronage, and loyalty throughout these remarkable years,” said the couple, who look forward to spending time with their young children. “Your presence has not only made The Marten Brewing Company a thriving hub but has also filled it with warmth and cherished memories.”
Jaswal said Marten’s foundation will stay the same: exceptional beer and an inviting atmosphere. But, he anticipates an exciting evolution with plenty of events, a diverse and tasteful menu, and transforming the space into a vibrant social lounge for locals and visitors alike.
“Our vision revolves around amplifying what’s already a cornerstone in the community,” said Jaswal. “I foresee our beer becoming more accessible, with a presence in additional liquor stores, taps, and cans for the public to savour the excellence of our craft. The journey has just begun, and there’s so much more to experience and taste.”
More information can be found on the facility’s new website, martenbrewingcompany.com.
