Miski Brewing
Launching a Quinoa-Based Gluten-Free Beer in Canada
The Challenge.
Miski Brewing Company is a family-owned brewery based in Barrie, Ontario, founded by Ricardo Irivarren and Mariella Irivarren. The company was created as a subsidiary of Miski Organics, an agri-food business specializing in importing organic superfoods from Peru.
Drawing inspiration from the agricultural traditions of the Andes and their deep appreciation for quinoa, the founders saw an opportunity to innovate within the beer industry. Despite the rapid growth of the craft beer market, options for an organic gluten-free beer were limited.
For many consumers, including people with gluten intolerance, celiac disease, or those seeking lower-carb alternatives, beer often felt like an indulgence that came with trade-offs.
Miski believed there was room for a new category: a premium gluten-free beer made from quinoa, one of the world’s most nutrient-dense grains.
However, launching a new beer brand presented several challenges:
The craft beer market is highly competitive
Gluten-free beers are often perceived as lower quality by traditional beer drinkers
Miski needed a compelling brand story that could bridge South American heritage, sustainability, and modern craft brewing
To succeed, the company needed a complete brand strategy capable of introducing an unfamiliar product concept while building credibility with both craft beer enthusiasts and health-conscious consumers.
The Strategy.
My role was to lead the development of Miski Brewing’s brand from the ground up, transforming a product concept into a market-ready craft beer brand with a clear identity, audience, and value proposition. The strategy focused on three core pillars:
Market Research & Consumer Insights
The first priority was understanding the competitive landscape and identifying opportunities within both the craft beer and gluten-free beverage markets.
The goal was to discover how consumers perceived gluten-free beer and determine where Miski could differentiate itself within an already crowded craft beer category.
Brand Identity & Positioning
To stand out in the craft beer market, the strategy centered on building a brand identity rooted in Miski’s rich cultural heritage.
The flagship product line was positioned around the concept of Ancestral, referencing the agricultural traditions of the Inca civilization in the Andes Mountains.
Product Storytelling
Because quinoa-based beer was unfamiliar to many consumers, storytelling became a central component of the strategy.
Marketing communications were designed to highlight Miski’s Peruvian roots, sustainable ingredient sourcing, and the brewing innovation behind quinoa-based malt.
This narrative allowed the brand to stand out not just as a gluten-free beer but as a culturally inspired craft product with a distinctive origin story.
The Story of Miski Brewing
The Execution.
With the strategy established, I led a multidisciplinary creative team consisting of art directors, copywriters, web designers, and business developers to bring the brand to life.
Competitor Analysis & Focus Groups
We conducted competitor analysis and organized focus groups across North American markets to better understand consumer attitudes toward gluten-free beer. The research revealed important insights that informed the final brand positioning and messaging strategy.
Brand & Packaging Design
A comprehensive brand kit was developed, including the logo, visual identity, brand messaging, and packaging design.
We designed distinctive labels and packaging that reflected both the brand’s cultural inspiration and its premium craft positioning.
The visual identity incorporated natural textures, earthy tones, and Andean-inspired design elements to communicate authenticity and heritage.
Packaging also highlighted key product attributes clearly for consumers:
Gluten-free
Organic ingredients
Vegan friendly
Lower carbohydrate content
Website & Digital Presence
To support the launch, I oversaw the development of a brand website designed to introduce consumers to the story behind Miski Brewing.
The site combined product information, brand storytelling, and educational content about quinoa and gluten-free brewing to help consumers understand what made the beer unique.
Distribution & Partnerships
Beyond branding, we worked with distributors and retail partners to introduce Miski to the market and expand its reach while maintaining the brand’s premium positioning.
The Results.
The launch of Miski Brewing successfully transformed a niche product concept into a market-ready craft beer brand.
Through a combination of strategic branding, storytelling, and market positioning, Miski established itself as a distinctive name in the gluten-free craft beer space.
Following the launch, Ancestral secured distribution in 150+ retail and hospitality locations across Ontario, including placements in LCBO stores, grocery retailers, and restaurants, with continued expansion toward 250+ LCBO outlets province-wide.
