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TORONTO, June 29, 2021 – Ontario-based Steam Whistle Brewing and BC’s Phillips Brewing & Malting Co. today announced a collaboration that sees these two Canadian craft brewing leaders team up to help grow one another’s portfolio of products in their respective markets. The arrangement embodies the collaborative spirit that has long-defined craft beer, as each partner will use their local expertise and decades-old relationships to help the other build their business. There is no change in ownership to either partner, and they will each remain completely independent. This collaboration is a natural fit, as both brewers share the same values and have a history of quality, innovation, sustainability, and community.
“For 20 years, we’ve shared friendly dialogue and mutual respect with Phillips,” says Greg Taylor, Co-founder and CEO of Steam Whistle Brewing. “We recognize Phillips’ integrity and leadership in western Canada’s craft beer scene and are proud to work collaboratively with them to build success for both our socially responsible, Canadian companies beyond our respective regional borders.”
Craft Beer Brethren with Shared Values
“Phillips and Steam Whistle have parallel stories and a shared ethos, making us ideal partners,” endorses Matt Phillips, Founder of Phillips Brewing & Malting Co. “We are both quality-first brewers, dedicated to exceptionally high standards, with aligned goals of sustainable production and strong community connections.”
The similarities between these two partners run deep. Launching within months of each other two decades ago, both Steam Whistle and Phillips have well-earned reputations as quality brewers. Both have invested in state-of-the-art brewhouses, quality assurance labs, and premium ingredients which helped each earn multiple awards as well as popularity among craft beer drinkers.
While the two brewers take their beer seriously, each has a reputation for fun-loving staff and events. Steam Whistle’s home in the historic Canadian Pacific Railway Roundhouse at the foot of Toronto’s CN Tower welcomes thousands of visitors each year. Offering entertainment and education, visitors can take in hourly tours, onsite art shows, beer festivals and music concerts, charitable and private events, or dine at the Biergärten Restaurant. Meanwhile in Victoria, Phillips’ Tasting Room is a popular local haunt year-round, and their 3,000-person venue, The Phillips Backyard, comes alive in the summer for legendary concerts. Phillips’ and Steam Whistle’s shared support of arts-based, charitable and community organizations has touched many great Canadian causes.
Both Phillips and Steam Whistle have helped to establish environmental benchmarks for the craft industry. Their common leadership in water & energy conservation, sustainable packaging, use of hybrid or electric vehicles, and company cultures centred in sustainability has meant they share many of the same environmental awards and recognition.
Strategic Partnership Initiatives
This partnership will come to life initially in 3 provinces which represent 62% of total Canadian beer consumption. In Steam Whistle’s home market of Ontario (36% national market share), the Good Beer Folks will represent Phillips’ top-selling Electric Unicorn White IPA, Tiger Shark Citra Pale Ale, Blue Buck Ale, and Glitterbomb Hazy Pale Ale. In BC (14% share) and Alberta (12% share), Phillips will represent Steam Whistle’s 6-beer portfolio: Steam Whistle Pilsner, Pale Ale, Session Light Lager and Lemon Shandy, as well as Fat Tire Amber Ale and Voodoo Ranger IPA, brewed in Canada on behalf of American craft beer partner, New Belgium Brewing. Alongside the other brewer’s sales force, each company will have boots on the ground in each market to support brand-related initiatives. Once the initial products and markets are established, the duo will focus efforts on other provinces and potentially a broader portfolio of products.
Taylor offers, “Canadians have enjoyed exploring and expanding their appreciation of craft beer over the years and deserve to have a broad selection of locally-made, premium beers. This partnership between Phillips Brewing & Malting Co. and Steam Whistle Brewing will help to bring our independently brewed products to more beer lovers in this country.”