TORONTO, May 22 /CNW/ - Today in Toronto, the new Steelback management
team announced their business plans for success after a six-month
restructuring process that saw Jonathon Sherman become the new owner and CEO.
"These are exciting times for the new Steelback," says Sherman. "The
future success of Steelback is rooted in three things - good people who make
up the Steelback team; good roots - our renewed commitment to our local
heritage in Tiverton, Ontario; and good beer - where we continue to be
recognized by the industry and beer drinkers alike, winning medal after medal
for our great tasting, premium crafted beer.
On May 6, 2008 the sale of Steelback to Jonathon Sherman was official.
Steelback Brewery is also focused on filling a gap in the beer market
place by offering premium quality craft beer at mainstream domestic prices. To
date this category has been non-existent, and is set to offer beer drinkers a
high quality premium beer at an everyday price.
"We're truly offering champagne taste on a beer budget," says Ian
MacDonald, President, Steelback Brewery. "The price of the beer will appeal to
beer drinkers of any age who enjoy good quality beer. We will offer this great
brew throughout Ontario with the main focus on our local community of Bruce
County. We're all about the beer and we hope that consumers will try Steelback
and enjoy the award-winning taste."Steelback produces five beers under the watchful eye of Jayne
MacGillivray, award-winning brewmaster:
- Steelback Premium Lager - the flagship beer with a light golden color
that appeals to the North American beer drinker with a smooth crisp
finish and great taste. It's brewed with a unique blend of North
American hops. 5% alcohol
- Steelback Tiverton Honey Brown - award winning, refreshingly smooth
North American style that is a full-bodied, deep amber lager. Brewed
with a subtle touch of pure honey for a slightly sweet finish. 5%
alcohol
- Steelback Premium Draft - easy drinking lager that brings home the
authentic pub experience. A cold-aged lager that pleases the palate
and leaves zero aftertaste. 5 % alcohol.
- Steelback Tiverton Dark - the most complex recipe that is meticulously
crafted with the finest of ingredients. Gold Medal winner of the 2007
Canadian Brewing Awards in the North American Dark Lager Category.
This brew offers the dark beer drinker a full-bodied beer with all the
flavour and with the drinkability of a lager. Strong character, dark
in color with a hint of smokey caramel. 5% alcohol
- Steelback Light - lower alcohol and calories of the mainstream lager.
Brewed with the same quality ingredients to obtain a uniquely rich
beer flavour and delicate hop aroma. 4 % alcoholSteelback Brewery is all about quality and integrity of product from
locally-sourced honey, using only natural ingredients with premium malted
barley, the finest hops from Europe and North America, and a painstaking
fermentation process. The entire process takes a minimum of 28 days. Steelback
is bottled to retain freshness. Producing only five types of beer affords
Steelback greater focus on the product.
Steelback will market its beer on billboards, local print media ads and
some radio spots. The new packaging is rooted in tradition, where a local
lighthouse figures prominently in the design. Sponsorships will be focused on
sampling the beer and in helping consumers try and enjoy the taste of
Steelback.
Steelback brewery is located in Tiverton, Ontario on the shores of Lake
Huron. The retail store is open 7 days a week Monday through Saturday 10am-6pm
and Sundays 11am - 6pm.
Note:
Photos available to media upon request.
Video News Release is available at:
http://www.newscanada.com/default.asp?pagename=media&content=summary&type=digital&lang=en&vol=2008&cat=54
For further information: Annette Borger, Fantail, (647) 439-5481
