Jack Jelinek and Michael Woolfson are the Co-Founders of CRANK Lite Lager, both recent graduates of Ivey Business School at Western University. Last September while Woolfson was working part time at a craft brewery, he came to Jelinek with the idea for CRANK Lite, pointing to a gap in the market for an affordable craft beer targeting university students.
A few months later, CRANK Lite was born. Working with Equals Brewing Company, the pair developed a recipe using Magnum and Perle hops from Germany. Selling a case of 24 cans for $36 with a free bag of chips, CRANK Lite is an easy-drinking, value-driven beer created by Canadians, for Canadians, “because cheap beer shouldn’t taste bad.”
Woolfson and Jelinek’s original plans to sell their first batch of 10,000 cans through events and restaurants were derailed by COVID-19. However, the pair pivoted and persevered by securing a spot in Molson’s #MakeItCanadian promotion. The first batch of cans sold out mid-April, the second in early July, and the third batch of 20,000 cans is nearly sold out. The fourth batch – 40,000 cans – was picked up in early September to meet the growing demand for CRANK Lite.
A variety of merch, including shirts, a hat, and a hoodie, can be ordered online at cranklite.com. Currently, CRANK Lite is available at 14 Beer Store locations, with plans to eventually be sold at the LCBO. Click here for the full list of locations and here to access CRANKRadio, a playlist brought to you by CRANK. Follow along with CRANK Lite on Instagram, Twitter, and Facebook.