One of the highlights of the Brier is the Brier Patch, the event's main entertainment venue. And one of the highlights of the Patch is the beer.

This year, the 30th anniversary of the Patch, Saskatoon's Great Western Brewing has the exclusive rights to supply Brier goers with brew.

It signed a contract with the Canadian Curling Association to be the official brewer for four of its main events in 2012, the Continental Cup, the Brier, the Tournament of Hearts and the World Women's competition.

Great Western CEO Michael Micovcin sees the contract as an opportunity to branch out.

"Not many people outside of Saskatchewan know who the Great Western Brewing Company is. So this whole property for us is really introducing people to the Great Western Brewing Company."

As the largest curling event in the world, the Brier has the biggest potential to raise the company's profile.

The last time Saskatoon hosted the event, in 2004, the Brier Patch sold around 200,000 cans of beer. Micovcin said getting ready has meant some long nights for workers.

"It's an incredible number, he said. "But obviously the patch goes on for nine days, so there's going to be pretty steady demand. So we've had to work pretty hard in the last few weeks in order to build that inventory."

A shuttle bus will ferry Patch-goers between its location at the Saskatoon Training Centre and the Credit Union Centre, where the draws take place.

Those with tickets to Brier draws can get into the Patch whenever it's open, while the general public will be admitted an hour after the day's final draw.

The Patch officially opens Friday with Fan Appreciation Night, but only sponsors and full-event pass holders can attend.

With files from CBC's David Shield