Canada is home to some of the world’s top craft beers. Many of these craft beers are created by innovative microbreweries and have unique, distinctive flavors. These excellent craft beers have been embraced by a growing number of Canadian beer drinkers. Over the past decade, the demand in Canada for traditional beers has not grown while craft beer has enjoyed double-digit growth in demand almost every year. Plus, Canadians of all ages, sexes and socioeconomic levels are drawn to the wide array of craft beer that is available from specialty breweries all over the country.
Eli Gershkovitch and his Steamworks Brewery is one example of a very successful Canadian craft beer company (WingsJournal). The lawyer and pilot started the company over 20 years ago as a microbrewery. Today, Eli Gershkovitch is the CEO of a beer empire with customers throughout Canada, the U.S. and Europe. He has seen his customer base grow from primarily older, blue-collar men, to a mix of younger, white-collar workers and women. People worldwide are increasingly choosing his craft beer over mass-market beer options.
In the late 1980s Eli Gershkovitch decided to get involved with producing his unique brand of craft beer. He bought a small beer pub in Gastown, Vancouver in 1995, and began to brew flavorful craft beers at his Steamworks brewery. Eli Gershkovitch built his brand slowly, growing to meet the demand for his products. An innovative brewmaster, both consumers and judges love his craft beers. They have placed highly in numerous competitions and are some of Canada’s top-selling craft beers.
For Eli Gershkovitch, being a brewmaster is a labor of love. Once locked into the rat race as a practicing attorney, he now has the freedom to live life at a more casual, enjoyable pace. He controls the growth rate and all other decisions related to the brewery and beer pub. Eli Gershkovitch has grown his beer pub to almost 4 times its original size. He also owns several restaurants and bars where his craft beers are sold. However, his focus remains on innovation, improvement and satisfying his growing international customer base.