Earlier this year, the U.S Open Beer Championships were held, awarding some of the best producers of beer in North America. Steamworks Brewing Company was one Canadian brand that seemed to take home a few notable awards. Founded by Eli Gershkovitch, the brewery is one of the most well known in Canada. Youth nowadays are turning to more craft beer brands than mass produced ones which have made breweries like Steamworks hugely popular. People don’t usually think of Canada when they hear the words craft beer, but breweries like this one are changing the game.
Eli Gershkovitch was in Europe when he first realized his love for craft beer. He was taking a break before he started working as a corporate lawyer. He is a firm believer in doing something that you love, which was when he got the idea to start his own company that makes craft beer. But when Steamworks first came into existence, breweries were not as cool as they are now, and people weren’t as adventurous and rarely ever swayed away from their standard brands. But now, with the growing demand for breweries, Steamworks has become a name that resonates with good craft beer in Canada (https://interview.net/eli-gershkovitch-steamworks-brewery/).
Eli Gershkovitch established his first brewery in 1995. At the time, it was the only brewery in the entire country that used steam power to make their brews. Before that, no other establishment used this, which is also what gave Steamworks its recognition. Being a lawyer, Eli Gershkovitch thought it would be best to patent his brew so that no other company could copy what he had done, making his completely original, and one of a kind.
When Eli Gershkovitch first opened the brewery, he knew that he was walking into unchartered territory. It was now up to him to set the pace and the standards for others to follow (Crunchbase). He has always been one for unique approaches to his business and adopted some of the most unheard of marketing strategies to make his brewery more known. They ended up working brilliantly for Steamworks, and the company is now what it is today because of it.