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Steelback Brewery is a Canadianmarker based and owned brewery, located in Tivertonmarker, Ontariomarker, on the shores of Lake Huronmarker.

History

The start

Steelback Brewery was started in September, 2002 by Frank D'Angelo while looking for expansion space for his juice company, D'Angelo Brands.
He found a site in
Tiverton, Ontariomarker, for sale by Barry Sherman, founder of Apotex. The facility came with a brewery which D'Angelo had intended to sell, but ultimately decided to start a beer company with the funding of Barry Sherman. It was a wholly-owned subsidiary of D'Angelo Brands.

The company's promotional strategy has included extensive sponsorship of sporting events and venues, including purchasing naming rights to the Sauble Speedway in Sauble Beachmarker, several community arenas in Torontomarker, the Grand Prix of Torontomarker and sponsorship of a Formula One racing team, as well as the Toronto Argonauts.

In 2006, the company purchased the naming rights to the Steelback Centremarker in Sault Ste.marker Mariemarker, the new home of the Ontario Hockey League Sault Greyhounds for $1.35 million over 10 years. The company has also explored reviving the defunct Ottawa Renegades of the Canadian Football League, under the new name Ottawa Steelback. There was speculation that the bid to resurrect the Ottawa Renegades was nothing more than a publicity stunt, and the offer was subsequently declined by the CFL.

Citing poor revenue, high marketing costs and the weak Canadian dollar, both the brewery and D'Angelo Brands filed for protection from creditors. Court documents show that Barry Sherman's Wasanda Enterprises Inc. was owed $101,619,464.20.

On November 1, 2007, D'Angelo sold his majority stake in Steelback Brewery to Jonathon Sherman (son of Barry). D'Angelo remained as chairman of the company with a minority interest. Later in the month, the insolvent company was granted court protection from its creditors.

The relaunch

In May 2008, Jon Sherman became the official owner and CEO of the new brewery. As part of the overall changes, the new brewery added Ian MacDonald as president and appointed Jayne McGillivray as their brewmaster. Steelback switched gears from the flashy prime time ad campaigns to a more local and minimalist approach though print, radio, and billboard advertisements in five Ontario markets along with their home of Bruce County; the Greater Toronto Area, Ottawamarker, Londonmarker, Hamiltonmarker and Windsormarker.

As part of the relaunch, Steelback felt it was important to pay tribute to its roots in the area of Bruce County, as such a local landmark, the Kincardine lighthouse is featured on new packaging.

Since the relaunch, the company has won multiple brewing awards and also was awarded Sobey's Business of the Year Award on March 21, 2009.

Products

Steelback's five beers include: Steelback Premium Lager, Steelback Tiverton Honey Brown, Steelback Premium Draught, Steelback Tiverton Dark, and Steelback Light, and only on tap, the Steelback Red Maple.

In 2008, the brewery switched packaging from clear plastic bottles to traditional brown bottles and uses local ingredients when possible.

In June, 2008, Steelback announced they would provide craft beer at mainstream prices.

Awards

2007 Ontario Brewing Awards

  • HONEY BEER CATEGORY– GOLD MEDAL – Steelback Tiverton Bear Honey Brown
  • DARK LAGER CATEGORY– GOLD MEDAL – Steelback Tiverton Bear Dark Lager
  • LAGER CATEGORY – SILVER MEDAL – Steelback Red
  • LAGER CATEGORY– BRONZE MEDAL – Steelback Silver


2007 Canadian Brewing Awards

  • NORTH AMERICAN STYLE DARK LAGER CATEGORY– GOLD – Steelback Dark Lager
  • HONEY/MAPLE LAGER OR ALE CATEGORY– SILVER – Steelback Honey Brown
  • LIGHT (Calorie Reduced) LAGER CATEGORY – BRONZE – Steelback Light


2008 Ontario Brewing Awards

  • DARK LAGER CATEGORY– GOLD MEDAL – Steelback Tiverton Bear Dark Lager


2009 Ontario Brewing Awards

  • HONEY BEER CATEGORY - GOLD MEDAL - Steelback Red Maple
  • DARK BEER CATEGORY - SILVER MEDAL - Steelback Tiverton Dark


See also



External links



References

  1. http://www.foodproductiondaily.com/Supply-Chain/D-Angelo-acquires-new-facility
  2. http://www.city.sault-ste-marie.on.ca/contentadmin/UserFiles/File/CityDepartments/Clerks/Media%20Archive/2007/Sault%20Star%20Articles/11%2021Steelback.pdf
  3. Ottawa Citizen
  4. CBC News
  5. Globe Sports
  6. http://www.globalmalt.de/joomla1011/index.php?option=com_content&task=view&id=755&Itemid=64
  7. Mississauga News
  8. Toronto Star
  9. Toronto Star
  10. http://www.steelbackbrewery.com/site/sub/as_brewmaster.php
  11. The Kincardine News, May 28, 2008
  12. http://www.newswire.ca/en/releases/archive/March2009/17/c9120.html
  13. The Medium Online, October 6, 2008
  14. GlobalMalt June 2, 2008
  15. The Walkerton Herald-Times, June 6, 2008



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