Who it is for
La JAM was named in honour of the past, present and future of the majestic St-Maurice River and the City of Shawinigan. La JAM represents the affiliation of the Tribal Fest and the Soirée des brasseurs, as well as the collaboration of the microbreweries Broadway and Trou du diable, and is a tribute to our dear river, which was long synonymous with hard work, but which now evokes leisure and vacation.
The acronym JAM stands for Joyce, Aldred and Melville, the three founders of Shawinigan Water & Power. “Jamdogs” were the logjams that log drivers and lumberjacks had to break with pike poles, axes and dynamite. A jamboree is an extreme sports event and a jam session is an improvised piece of music that brings together many musicians.
La JAM is all that, one sip at a time!