In the past, many people preferred wine to beer. The trend has since changed and beer now seems to be attracting more people day by day. Craft beer precisely is gaining momentum, especially among the millennials.
While craft breweries were very infamous a couple of years ago, the wave is changing and there is a shift towards craft beer in Canada (LinkedIn). Experts say that by 2020, craft beer will contribute 20% sales of beer. Even though the industry experts have not been able to give the reason behind the increasing demand for craft beer, it may be due to the cosmopolitan culture that is causing people to appreciate different varieties of beer.
The craft beer comes in various flavors and textures to suit different people’s preferences. Some of their famous beers include; Propeller IPA by the Propeller Brewing Company, Pump House Blueberry Ale made by Pump House Brewery, St. Ambroise Oatmeal Stout by
McAuslan brewery and La Fin Du Monde from Unibroue.
Eli Gershkovitch, CEO of Steamworks craft breweries is one person who has seen success in the craft beer industry. Eli who is a lawyer by profession felt unaccomplished. Eli wanted to produce tangible goods. His exposure to Belgian beer gave him the idea of establishing a brewery. Eli founded Steamworks in 1995 when some people thought his idea was a bit naive. He, however, gave them a deaf ear and proceeded to work on his dream. For him, a drinking hall was not enough. He wanted a place where people would drink beer that has been brewed where they are drinking.
However, his Steamworks did not come easily and there was a time he had to do a referendum to be granted the go ahead to establish his company by the community. Eli Gershkovtich also recounts that there are some years that the company has not grown.
For Eli, you either grow to meet demand or demand will shrink to meet you. Eli has a desire for freedom and controlling his life which may be the reason behind establishing his own company.