Albion Brewery & Cascades – Brewing Passion… All the Way to Packaging
November 10, 2025
A brewery that grows with its community
In Joliette, in the heart of Lanaudière, the story of Albion Brewery begins as a tale of passion turned into a collective project. In 2010, Steven Bussières took on the challenge of converting a local bar into a craft microbrewery. Soon, his brothers and friends joined him on this somewhat wild journey, which, over the years, became a true regional institution.
From the opening of the pub to multiple expansions, the construction of a production plant, and the launch of province-wide distribution in 2023, Albion has grown without ever losing its artisanal spirit or its local roots. Thirteen years later, the company continues to brew with passion and to dream up a million future projects.
The challenge: packaging that lives up to the product
This growth, however, came with a real challenge: finding packaging that was strong, recyclable, and capable of reflecting the brewery’s identity. The previous packaging presented three key limitations:
- It used wax for moisture resistance in cold or humid environments — a non-recyclable material increasingly scrutinized in the market.
- It lacked robustness, making the tray unable to effectively support the products.
- It featured a standard, non-customized design that did little to help Albion stand out or build brand recognition.
For Steven Bussières, General Manager, the issue was clear: “We needed stronger, recyclable packaging — something that could support our growth and reflect our values.”
A customized recyclable packaging recipe
Cascades proposed an alternative to waxed packaging: SurfSHIELD SuperCobb, a water-based hydrophobic coating. Unlike wax, this treatment makes the cardboard recyclable, thereby maximizing fiber recovery while maintaining durability.
SurfSHIELD SuperCobb is also compatible with flexography — an efficient printing method ideal for producing crisp, high-quality visuals on recycled cardboard. For Albion, this was an opportunity to adopt reliable, eye-catching trays that expressed their creativity while staying aligned with their environmental values.
What is a water-based coating?
Our expert, Robert Guimond, Technical Director at Cascades Sonoco, explains:
"SurfSHIELD SuperCobb is made of two thin layers of water-based coating. Once dried, these layers form a thin waterproof film that prevents water from soaking the cardboard. Despite its impermeability, SurfSHIELD SuperCobb has a high surface energy, which allows the packaging to be printed and glued with any type of ink or adhesive.
Unlike traditional wax, this product requires a much smaller amount, which greatly facilitates its recycling."
Implementation was carried out in close collaboration with Albion.
“This project is a great example of what co-creation can achieve when based on listening and responsiveness. Together, we found a solution that combines sustainability, performance, and brand differentiation,”
André St-Georges
Senior Sales Representative at Cascades, who has supported the microbrewery industry since 2017 with his expertise in printed packaging — from labels and cans to cardboard solutions and displays.
A partnership that continues to mature
From the very first uses, the difference was clear. The tray was more robust and met daily logistical demands. Its recyclability strongly resonated with Albion’s leadership and their customers, perfectly aligning with their environmental values. Thanks to this partnership, Albion now benefits from packaging made with a majority of recycled fibers, further reducing its environmental impact. In 2024, 85.7% of the fibers purchased by Cascades’ mills were recycled.
Steven Bussières also highlights the importance of the human touch:
And this collaboration is just getting started. Albion and Cascades are already working on a holiday gift box that includes glasses and bottles in practical, festive packaging.
Steven Bussières
General Manager, Albion Brewery
“What really stood out was the accessibility of the Cascades team. It was always easy to get someone on the phone.”
A great brew deserves great packaging
The story of Albion Brewery and Cascades demonstrates how performance, creativity, and agility can come together to create packaging solutions that support the evolution and ambition of the beverage market.
Like Albion, are you ready to brew passion and sustainability into your packaging?
Contact our experts to explore solutions that will bring your projects to life.
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