On a quiet residential street in Aylmer, Que. – fifteen minutes from Ottawa’s Island Park Bridge – the Beer King reigns as the national capital region’s destination for cheap brew.
Marché Gravelle – also known as “Roi d’la Biere,” translated to Beer King – is known by consumers for its rock-bottom beer prices and by brewers for its high volume of sales.
In fact, the king, storeowner Denis Gravelle, was crowned by a Molson sales rep because of the large amount of beer he sold. “That story started with a salesman. He started to call him the King of Beer about 10 years ago...
The King of Beer holds court at the Marché Gravelle, a little "dépanneur," or convenience store, at 29 Dalhousie St. in Aylmer.
To beer drinkers across eastern Ontario, western Quebec and beyond, Denis Gravelle is royalty because his prices, especially on the most popular brands such as Coors Light and Labatt Blue, simply can't be beat. In fact, under Quebec regulations, he can't set many prices any lower.
"My best deal today, right now, I have Sleeman Light at $20.39 a case," Mr. Gravelle said. After tax and deposit, that adds up to $25.63, compared with $34.25 at Ontario's Beer Store outlets, which -- with Liquor Control Board stores -- are the only retail sources for beer in Ontario.
