Steelback Brewery facts for kids
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| Founded | 2004 |
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| Defunct | 2010 |
| Headquarters | Tiverton, Ontario, Canada |
Steelback Brewery was a Canadian company that made beer. It was located in Tiverton, Ontario, right by Lake Huron.
Contents
History of Steelback Brewery
How it Started
Steelback Brewery began in September 2002. A person named Frank D'Angelo was looking for a bigger place for his juice company, D'Angelo Brands. He found a spot in Tiverton, Ontario, that was for sale. This place already had a brewery!
Frank D'Angelo first thought about selling the brewery part. But then, with help from Barry Sherman, he decided to start a beer company instead. Steelback Brewery became a part of D'Angelo Brands.
Sponsoring Sports
The company wanted to get its name out there. So, Steelback Brewery spent a lot of money sponsoring sports. They bought the right to name the Sauble Speedway in Sauble Beach, Ontario. They also sponsored several sports arenas in Toronto.
Steelback Brewery supported big events like the Grand Prix of Toronto. They even sponsored a Formula One racing team and the Toronto Argonauts football team.
In 2006, they paid $1.35 million to name a sports arena in Sault Ste. Marie, Ontario the Steelback Centre. This was the new home for the Ontario Hockey League team, the Sault Greyhounds. The company also thought about bringing back a football team called the Ottawa Renegades. They wanted to rename it Ottawa Steelback, but this plan did not work out. Some people thought this idea was mostly to get attention for the company.
Financial Challenges
Later, Steelback Brewery and D'Angelo Brands faced money problems. They said they were not making enough money, and their marketing costs were very high. They also mentioned the Canadian dollar was weak. Because of these issues, the companies had to seek help with their debts. Court papers showed they owed a lot of money, including over $100 million to Barry Sherman's company.
On November 1, 2007, Frank D'Angelo sold most of his share in Steelback Brewery to Jonathon Sherman, who is Barry's son. Frank D'Angelo stayed on as chairman but owned a smaller part of the company. Later that month, the company, which was struggling financially, was given court protection from its creditors.
A New Start
In May 2008, Jon Sherman officially became the owner and CEO of the brewery. Many changes were made. Ian MacDonald joined as president, and Jayne McGillivray became the brewmaster, who is the person in charge of making the beer.
Steelback Brewery changed its advertising style. Instead of big, flashy TV ads, they focused on local and simpler ways to advertise. They used print, radio, and billboards in five areas of Ontario, including their home in Bruce County. These areas were the Greater Toronto Area, Ottawa, London, Hamilton, and Windsor.
For their new start, Steelback wanted to honor its local roots. They put a picture of the Kincardine lighthouse, a local landmark, on their new packaging. They also switched from clear plastic bottles to traditional brown bottles. They tried to use local ingredients when possible. Their goal was to make "craft beer at mainstream prices," meaning good quality beer that was still affordable.
After this new start, the company won several awards for its beer. They also won the Sobey's Business of the Year Award on March 21, 2009.
The End of the Brewery
In July 2009, Ian MacDonald left the brewery. Later that month, 35 out of 39 staff members were let go. Only four people were left to keep making and selling beer. Jon Sherman said that low sales were the reason for these layoffs.
In January 2010, the remaining staff members were told their jobs were ending. The brewery quietly closed down without a big announcement.
Products Made by Steelback
When Steelback Brewery closed, they were making six different types of beer. These included Steelback Premium Lager, Steelback Tiverton Honey Brown, Steelback Premium Draught, Steelback Tiverton Dark, and Steelback Light. They also had Steelback Red Maple, which was only available on draught (from a tap).
Awards for Steelback Beer
Steelback Brewery won several awards for its beers:
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
