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JCBX Advisory

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JCBX Advisory

Contact information, map and directions, contact form, opening hours, services, ratings, photos, videos and announcements from JCBX Advisory, Consulting Agency, Calgary, AB.

JCBX Advisory helps both start-up and established businesses (not just restricted to beer and beverage, but specializes in) develop branding platforms, implement structure, create cohesive communication & implement sales planning.

06/14/2026

An appreciation post...

You are your community, and your community is you. It's true when they say you can see who a person is, by what company they keep. And my cheesus, do I have incredible company.

Shar & Jenna , thank you for being in my orbit. Thank you for showing up in ways that have nourished my soul and my body when I had nothing left to give. Thank you for supporting every wild idea, through every failure, and your community at large. Thank you for your generosity of time, the most precious resource of all, that gifted me vulnerable space to heal in void of any judgement.

I can only hope that everyone has a SharNJenna in their lives. We'd all be a lot better humans to, with and for each other if we did ♥️

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Additional shameless plug...

ayes, sweet new XhAle merch is also being flaunted. 'Prolly time you look as cool as us and get yourself some through the link in my bio!

05/27/2026

Tomorrow I will be speaking on unique journey and my personal experiences as a founder with Innovate Calgary.

LINK IN BIO if you would like to join!

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Join Founders Lunch for a candid conversation with Alberta brewery founders on scaling brands, growth, and resilience.

From local taprooms to nationally recognized brands, Alberta’s brewing industry has become a powerful example of entrepreneurship, community building, and resilient company growth.

Join us for the next Founders Lunch as we bring together founders and leaders from Alberta’s brewing ecosystem for a candid conversation about building and scaling businesses in a highly competitive industry.

This special edition of Founders Lunch, in collaboration with the Alumni Built Business (ABB) program, puts the spotlight on some of the businesses owned by incredible UCalgary alumni.

This discussion will explore the realities of the founder journey including early stage uncertainty, building a strong brand, growing teams and operations, and staying grounded through periods of rapid growth and change.

Inspired by the strong audience response to previous conversations with founders in the coffee space, this session will offer valuable lessons not only for brewery founders, but for entrepreneurs across industries looking to build companies with strong customer loyalty and long term value.

04/26/2026

Iʼm excited to share that Iʼve been selected to represent Alberta in Advocacy Network
(SWAN)!

SWAN is a collective of women-identifying entrepreneurs from across the
country that champion and advocate for the conditions needed to thrive as
women entrepreneurs in Canada.

Learn more about the 2026 cohort through the link in bio!
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More news to come soon!

03/31/2026

March 31 is Transgender Day of Visibility.

XhAle has always been loud and proud to not just be an ally, but also a company with gender non-conforming and trans ownership and operators.

The weight of today's news of US constitutional rulings backsliding even further around potential repealing of harmful conversion therapy bans, our own Albertan government targeting vital access to Trans youth healthcare despite evidence based research, and religious ideological perversion being blatantly demonstrated by government opposition in our Canadian Federal parliament is felt everyday. This is put mildly. It is hard to stay regulated in environments where your existence is actively trying to be erased.

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To our Trans family, we are proud to know you and have you woven into the beautiful tapestry of our diverse community. You are the embodiment of resistance through existing in joy, and true authenticity of the human experience.

Our world is better for you being it because you show the world everything we need to be more of - authentic expression in being who you need to be despite the grief that can be coupled with the journey when living into your best self. The world would be a better place if we could ALL embody your bravery of self-expression and love.

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To those who want to live and stand in solidarity... - Educate yourself and those around you,
- Use your privilege in spaces to protect the safety of folks who are more vulnerable than you,
- Use your voice in spaces where others do not have access,
- Do not conform to the rules when they don't align with true diversity and inclusion,
- Work with evidence based research, not ideological perspectives.

We have placed a few resources in the link in our bio for where you can start to be an active ally ❤️

03/18/2026

This is 44...

The year of protecting my peace by reserving my precious energy for the people and things that bring joy, and mutual reciprocity. It is the year of being more present than I have ever been, and pursuing my why of further shifting the status quo to build stronger connections and more resilient communities.
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Shame? Who's that??? Don't even know her. Authenticity is where it's at, all day, every day.

Overfunctioning for less? Overf**kingthat for more.

Relentless compassion-meets-unapologetic boundaries is the energy to be brought into every room.
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It's Pisces season, perimenopause kicked in on top of the ADHD, and there's a healthy measure of dark humor that allows continued healing of the things we find it hard to say out loud. Buckle up fu***rs! Good things are coming for us, and I hope you're up for the ride!

📸 .ca ♥️

02/18/2026

⚠️ Trigger warning - SA trauma ⚠️

The photo featured is me at age 23. There are not many in my orbit today who know that face, but it is a face that would continue smiling until outrunning the trauma was no longer an option.
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I've been trying to digest and sit with the recent "releasing" of the JE files as someone who experienced SA as a child, and later as a young woman was drugged, gr'aped and then extorted by wealthy men. It took me a decade to acknowledge what happened to me through radical trauma healing, and it then took me another 5yrs to say the words out loud outside of any clinical or therapeutic setting.

Watching the US Attorney General deflect culpability using the Dow price made me physically sick. Hearing people use political lines in naming perpetrators as 'what-about-ism' arguments trying to even out an imaginary injustice scale is cognitive dissonance at its finest. F**k your Dow and S&P, and LOCK THEM ALL UP YESTERDAY.

Surthriving through events like these lives in your bones, no matter how much healing you do. It creates and recreates an anger that if you let it, it will consume you and everyone around you. There is an unspeakable grief that has no words or explanation when it bubbles to the surface in quiet, unexpected moments. And now we get to watch a story that lives inside our bones play out on a world stage; reliving it, but not being able to retell it, and sometimes questioning if we are the lucky ones or not to continue to survive it. No amount of simply "turning off the news" lessens this impact.

One thing I am reminded of more than ever right now is the promise I made to myself to not live from a place of fear, to not numb myself again in the grief I need to feel, and to love more through abundant compassion because of it. They took enough, they don't get to take it all.

To those who also live with this in your bones, I see you. You are not alone. To those reading this who do not know this ache, we do not want your pity, but we need your voice - ours wants to scream, but we can't seem to make a sound.

This moment in time will be read in history books, and I hope those books will tell the story of how humanity wins.

12/01/2025

Let's normalize saying and acting in accordance of knowing THERE IS ENOUGH FOR EVERYONE.

Let's continue the work to dismantle patriarchal, colonized systems that only extract and disconnect us from land, our ancestors, and others.

Let's f**k the system collectively 🖤

**kthesystem

01/08/2025

Well, it's time to say goodbye !

Erasing third party fact checking and moving to the same publicly mediated policy as X, bringing Dana White onto the board despite publicly assaulting his wife, and policy that states you can't accuse someone of being mentally ill EXCEPT for LGBTIQ2SA folks whilst using the term "transgenderism" echoing right-wing terminology is FU**ED UP.

Congratulations on officially joining the Sh*tty Billionaires Club, and making a real good argument to be next.

Find me at .bsky.social

My profile will be up for a little longer to try to stay connected with you. I love you all, but it's time for me to peace out ✌️

Hail 🤘

10/12/2024

Guess I forgot in the chaos to post this here... We did some more rad things.

We don't have the spare budget to enter more than one comp a year, so this is the only one we enter.

So, yeah... This feels pretty good. I love that our little organization I started at my dining room table in 2020 has grown to what is now; an organization with more than a handful of sweat equity partners, has a board, pays people, wins awards for our suds, but most importantly has big social impact, and is disrupting systems like we are.

Thank you to everyone who has supported the dumbest idea I've ever had 🫶🍻❤️

------

AAAAAND THE RESULTS ARE IN! (insert drum roll)

The Alberta Beverage Awards by is a competition where any product sold in Alberta (so not necessarily made in Alberta) can enter. We are so unbelievably thrilled to announce XhAle has taken away 4 medals in the 2024 comp!

🥁🥁🥁🥁🥁🥁🥁🥁🥁

🦘 See Ya Next Tuesday Aussie C-olsch
🏅 Best In Class - 89pts

FINALLY after 2yrs of Judge's Selection we got a Best In Class! (It was a tie, but we are still yet to find out with who!)

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😻 Tripawd Penelope NEIPA
🥈 Judge's Selection - 87pts

Doubling up on our 2023 success! (But, do you notice something different about the can??? New design hits October!)

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🐝 Queen Bee Honey Blond
🥈 Judge's Selection - 87pts

We'll take back-to-backs! A collab with we are so proud of.

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💟 Aunty Rene's Christmas Pudding Porter
Judge's Selection - 88pts

The proof is really in the pudding! This beer loves a bit time to really develop those fruity, sherry flavours. Festive season is upon us!

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Thank you to Tom and Linda at Culinaire, and to all the judges who took part. We are so honored, humbled, and grateful.

Thank YOU to everyone who has, and continues to support us by purchasing our award winning suds, attending our events, championing our causes, liking, and sharing our post, but just in general for being kind and rad humans.

10/08/2024

You can also drop donations in Street Cat donation bins at the following community partners...

(9th Ave - Calgary Downtown)taproom (Bowness Rd, Bowness)
(17th Ave, Calgary Downtown
(Kensington Rd, Kensington)

Remember Truth and Reconciliation Day? Now is the time to step up, and put actions behind words.
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Reposted from .cats.yyc

🔸BLANKET DRIVE🔸

Help Keep The Community Warm!
Donate any warm survival items you can - sleeping bags, blankets, tents, tarps, winter jackets, etc.

Sunalta Community Association
October 11th & 25th, 4pm-6pm

Contact: [email protected]
E-transfer donations welcome: [email protected]

The community is facing unprecedented challenges in supporting the unhoused population. Recently, we have been cut off from critical shelter gear donations due to new government restrictions. This situation is especially dire for Indigenous folks, who make up approximately 30% of the unhoused population in Canada, despite being only 5% of the overall population.

Indigenous peoples experience housing instability at alarming rates, reflecting systemic inequalities, and a lack of adequate support systems. The removal of essential supplies further exacerbates this crisis, leaving many individuals without basic needs for survival while living outdoors.

This is not just a housing issue; it’s an Indigenous issue. The lack of Indigenous-specific sheltering and support services, run by Indigenous people, underlines the urgency of our response.

**Join us in our blanket drive! Every donation counts and will make a real difference for those in need. Thank you for your support!**

Address

Calgary, AB
T2E2H6

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