Steelback's Summer Success Celebration - Steelback giving back to consumers with a limited time promotion

    TIVERTON, ON, Sept. 30 /CNW/ - Was the summer of 2008 a suds dud? Not for
Steelback Brewery, which had a remarkable season. To celebrate, Steelback
wants to thank consumers with a limited time promotion of offering a case of
24 for $29.95.
    "When we launched in May we knew we had a great tasting product, one with
a premium quality taste at an everyday domestic beer price, a great team and a
great message," says Jonathon Sherman, CEO, Steelback Brewery. "Now that
consumers have had a chance to try the beer we have been getting very positive
feedback. We're thrilled by the positive response and the wins we've achieved
in our first season of operation. And to say thanks, we are taking our message
of premium quality at an everyday price - but with a price break - to
consumers. We want to share with more Ontarians the great taste - and maybe a
bit of summer before the leaves fall."

    For Steelback Brewery the Summer Season was marked by several key

    -   Bruce County, and the home of Steelback, became the number one
        regional seller of Steelback.
    -   The Kincardine Beer Store became the number one seller of Steelback
        in Ontario.
    -   Steelback was enjoyed at numerous events throughout the summer.
    -   Steelback's licensee business continues to grow.
    -   The Pickle Barrel Chain will serve Steelback Dark on tap at all of
        its Ontario Locations

    "Bringing the Pickle Barrel chain on board is an affirmation that our
premium craft quality beer is resonating with licensees and that more
consumers are requesting the product," says Ian MacDonald, President,
Steelback Brewery. "We are looking forward to working with them to grow the
    MacDonald believes that continued support for the beer comes from its
renewed commitment to producing a great brew that uses only premium quality
ingredients, a painstaking fermentation process and new packaging. He also
believes that the premium taste with genuine value message is working.
    "We have heard a lot of feedback on our pricing strategy - one that
provides premium quality craft beer taste at the price of mainstream domestic
beer," says MacDonald. "The price and the taste are resonating with beer
drinkers in Ontario."

    About Steelback

    Steelback brewery is located in Tiverton, Ontario on the shores of Lake
Huron. Steelback 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 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 Brewery Retail Store is open 5 days a week, Monday to Friday,
10AM - 4:30 PM. Steelback Beer is also available at The Beer Store and select
LCBO stores.

For further information:

For further information: Rob Landsmann, (416) 363-4805, or

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