Steam Whistle

1
Steam Whistle

• Beer Market Channel Structures

2
The Good Beer Folks!

• TOPICS
• Product
• Distribution
• Brewers Retail
• Regulations
• Competition
• Community Activities
• Awards

3
What is a Pilsner?

• Pilsner is a style of lager that was originally
  brewed in Plzen Czechoslovakia in 1842.
• A technique of methodical bottom fermenting
  introduced a refreshing golden and bright beer
  that has now been adopted by breweries all over
  the world.

4
All Natural Ingredients

• Crystal Springs water trucked in weekly
• 2 row malted barley from Saskatchewan
• A selection of three imported German hops
• Yeast from the Swiss company Herlemann

5
Distribution Method

• Manufacturer Steam Whistle
• Distribution Company owned Trucks
• Merchant Wholesaler Brewers Retail Inc.
• Retailers Beer Store, LCBO, Duty Free
• Customers Licensed
  commercial retailers

6
Brewers Retail

• Provide ALL distribution for Ontario Beer
• Regulated By
• The Government
• The Alcohol and Gaming Commission of Ontario
  (AGCO)

7
Regulations Deal with

• Minimum age for purchase
• Hours of sale
• Selling price
• Labelling and product integrity
• Approval of store locations

8
The Brewers Retail Ownership

• Privately owned by Molson Coors, Labatt, Sleeman

9
Beer Market Sales
10
Major Competitors

• Molson Coors Brewery
• 2) Sleeman Brewery
• 3) Labatt brewery

11
Molson Coors vs. Steam Whistle

• Molson Coors
• Owns 50 of Brewers Retail (The Beer Store)
• 1 of the 5 biggest beer producers in the world

• Steam Whistle
• Steam Whistle is a growing Microbrewer
• Dominated by larger companies, but occupies niche
  market

12
Sleeman vs. Steam Whistle

• Sleeman
• 5 CANADIAN BREWING FACILITIES
• Vernon, BC
• Calgary, AB
• Guelph, ON
• Chambly, QC
• Halifax, NS

• Steam Whistle
• 1 CANADIAN BREWING FACILITY
• Toronto, Ontario

13
Labatt vs. Steam whistleBoth Manufacture
pilsner beers and share common demographics

• Labatt

• Steam Whistle

14
Steam Whistle in the Community

• August 2004, Judges from Torontos Festival of
  Beer voted Steam Whistle as the BEST PILSNER

15
Steam Whistle in the Community

• Sponsor independent music and arts in Toronto
• Photo shoots of Indie bands with in the brewery

16
Awards

• July 2000- The Globe assembled a panel of beer
  experts for a blind tasting of beers.
• Steam Whistle Pilsner was voted
• "Tastiest Canadian Beer"

17
Awards

• Ottawas Favourite Beer

Ottawas Favourite Beer
NOW Magazine Rated Steam Whistle as an
"Excellent" beer.
18
Any Questions?

• THANK-YOU!!!