Canadian Packaging

Steam Whistle Brewing breaking the mold with new product launch

Steam Whistle has already used its new brewery’s ample new production capacity


September 19, 2019
Canadian Packaging

One great beer ultimately deserves another, so after brewing only one style of beer for 19 years, Toronto-based Steam Whistle Brewing has broken its original “one beer” premise of being a one-beer company by adding a new product to its flagship Steam Whistle label.

Packaged in distinct blue cans, the new Steam Whistle Premium Pale Ale is made according to the exacting standards of the Bavarian Purity Act of 1516—just like its original bestselling Steam Whistle Pilsner—at the company’s newly opened state-of-the-art brewery in west-end Toronto.

“We have grown to become the Number One craft beer in Canada with only one beer,” says Steam Whistle’s vice-president of marketing Tim McLaughlin, “but we have heard loud and clear from our customers that they would like to see more beers from us.”

McLaughlin says that Steam Whistle conducted an extensive research project reviewing the Steam Whistle brand earlier this year, which showed that 92 per cent of Steam Whistle Pilsner drinkers were willing to try another beer from Steam Whistle.

In fact, Steam Whistle has already used its new brewery’s ample new production capacity to launch a brand new Von Bugle brand of Munich-style lager earlier this year.

However, the new Steam Whistle Premium Pale Ale is the brewer’s first new beer under the Steam Whistle label.

“In terms of the style of the beer, our pale ale is still easy to drink and crisp, but more hop-forward than our pilsner,” says McLaughlin.

“We will remain true to our standards of brewing a pure ale with no additives, preservatives or artificial foam enhancers.”






Category Captains 2019
Machinery