Steelback Brewery
Encyclopedia
Steelback Brewery was a Canadian
based and owned brewery
, located in Tiverton
, Ontario
, on the shores of Lake Huron
.
He found a site in
Tiverton, Ontario
, for sale by Barry Sherman, founder of Apotex
. The facility came with a brewery which D'Angelo had intended to sell, but ultimately decided to start a beer company with the funding of Barry Sherman. It was a wholly owned subsidiary of D'Angelo Brands.
The company's promotional strategy included extensive sponsorship of sporting events and venues, including purchasing naming rights
to the Sauble Speedway in Sauble Beach
, several community arenas in Toronto
, the Grand Prix of Toronto and sponsorship of a Formula One
racing team, as well as the Toronto Argonauts
.
In 2006, the company purchased the naming rights to the Steelback Centre
in Sault Ste. Marie
, the new home of the Ontario Hockey League
Sault Greyhounds for $1.35 million over 10 years. The company also explored reviving the defunct Ottawa Renegades
of the Canadian Football League
, under the new name Ottawa Steelback. There was speculation that the bid to resurrect the Ottawa Renegades was nothing more than a publicity stunt, and the offer was subsequently declined by the CFL.
Citing poor revenue, high marketing costs and the weak Canadian dollar, both the brewery and D'Angelo Brands filed for protection from creditors. Court documents show that Barry Sherman's Wasanda Enterprises Inc. was owed $101,619,464.20.
On November 1, 2007, D'Angelo sold his majority stake in Steelback Brewery to Jonathon Sherman (son of Barry). D'Angelo remained as chairman of the company with a minority interest. Later in the month, the insolvent company was granted court protection from its creditors.
, Ottawa
, London
, Hamilton
and Windsor
.
As part of the relaunch, Steelback felt it was important to pay tribute to its roots in the area of Bruce County, as such a local landmark, the Kincardine lighthouse is featured on new packaging. Packaging was switched from clear plastic bottles to traditional brown bottles, and local ingredients were used when possible, with an aim to provide "craft beer at mainstream prices".
Following the relaunch, the company won multiple brewing awards and also was awarded Sobey's Business of the Year Award on March 21, 2009.
In January 2010, the remaining staff members were issued letters of termination and the brewery was quietly shut down with no official announcement.
2007 Canadian Brewing Awards
2008 Ontario Brewing Awards
2009 Ontario Brewing Awards
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
based and owned brewery
Brewery
A brewery is a dedicated building for the making of beer, though beer can be made at home, and has been for much of beer's history. A company which makes beer is called either a brewery or a brewing company....
, located in Tiverton
Tiverton, Ontario
Tiverton is a community located in Ontario, Canada. It is near the shore of Lake Huron on Highway 21 between Port Elgin, Ontario and Kincardine, Ontario.Tiverton is incorporated in the Municipality of Kincardine.- History :...
, Ontario
Ontario
Ontario is a province of Canada, located in east-central Canada. It is Canada's most populous province and second largest in total area. It is home to the nation's most populous city, Toronto, and the nation's capital, Ottawa....
, on the shores of Lake Huron
Lake Huron
Lake Huron is one of the five Great Lakes of North America. Hydrologically, it comprises the larger portion of Lake Michigan-Huron. It is bounded on the east by the Canadian province of Ontario and on the west by the state of Michigan in the United States...
.
The start
Steelback Brewery was started in September, 2002 by Frank D'Angelo while looking for expansion space for his juice company, D'Angelo Brands.He found a site in
Tiverton, Ontario
Tiverton, Ontario
Tiverton is a community located in Ontario, Canada. It is near the shore of Lake Huron on Highway 21 between Port Elgin, Ontario and Kincardine, Ontario.Tiverton is incorporated in the Municipality of Kincardine.- History :...
, for sale by Barry Sherman, founder of Apotex
Apotex
Apotex is a Canadian pharmaceutical corporation. Founded in 1974, the company is the largest producer of generic drugs in Canada, with sales exceeding one billion dollars a year...
. The facility came with a brewery which D'Angelo had intended to sell, but ultimately decided to start a beer company with the funding of Barry Sherman. It was a wholly owned subsidiary of D'Angelo Brands.
The company's promotional strategy included extensive sponsorship of sporting events and venues, including purchasing naming rights
Naming rights
In the private sector, naming rights are a financial transaction whereby a corporation or other entity purchases the right to name a facility, typically for a defined period of time. For properties like a multi-purpose arena, performing arts venue or an athletic field, the term ranges from three...
to the Sauble Speedway in Sauble Beach
Sauble Beach, Ontario
Sauble Beach, Ontario, Canada is a resort community and unincorporated area in the town of South Bruce Peninsula, Bruce County in southwestern Ontario, Canada. It is on the eastern shore of Lake Huron, on the north edge of the Saugeen Nation...
, several community arenas in Toronto
Toronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
, the Grand Prix of Toronto and sponsorship of a Formula One
Formula One
Formula One, also known as Formula 1 or F1 and referred to officially as the FIA Formula One World Championship, is the highest class of single seater auto racing sanctioned by the Fédération Internationale de l'Automobile . The "formula" designation in the name refers to a set of rules with which...
racing team, as well as the Toronto Argonauts
Toronto Argonauts
The Toronto Argonauts are a professional Canadian football team competing in the East Division of the Canadian Football League. The Toronto, Ontario based team was founded in 1873 and is one of the oldest existing professional sports teams in North America, after the Chicago Cubs and the Atlanta...
.
In 2006, the company purchased the naming rights to the Steelback Centre
Steelback Centre
The Essar Centre is a 5,000 seat sports and entertainment centre in downtown Sault Ste. Marie, Ontario. It opened on September 29, 2006, replacing the now demolished Sault Memorial Gardens. The new building was constructed directly next door to the former Memorial Gardens and incorporated its most...
in Sault Ste. Marie
Sault Ste. Marie, Ontario
Sault Ste. Marie is a city on the St. Marys River in Algoma District, Ontario, Canada. It is the third largest city in Northern Ontario, after Sudbury and Thunder Bay, with a population of 74,948. The community was founded as a French religious mission: Sault either means "jump" or "rapids" in...
, the new home of the Ontario Hockey League
Ontario Hockey League
The Ontario Hockey League is one of the three Major Junior ice hockey leagues which constitute the Canadian Hockey League. The league is for players aged 15-20.The OHL also operates under the Ontario Hockey Federation of Hockey Canada....
Sault Greyhounds for $1.35 million over 10 years. The company also explored reviving the defunct Ottawa Renegades
Ottawa Renegades
Ottawa Renegades was the most recent name of a Canadian Football League team based in Ottawa, Ontario founded in 2002, seven years after the storied Ottawa Rough Riders folded...
of the Canadian Football League
Canadian Football League
The Canadian Football League or CFL is a professional sports league located in Canada. The CFL is the highest level of competition in Canadian football, a form of gridiron football closely related to American football....
, under the new name Ottawa Steelback. There was speculation that the bid to resurrect the Ottawa Renegades was nothing more than a publicity stunt, and the offer was subsequently declined by the CFL.
Citing poor revenue, high marketing costs and the weak Canadian dollar, both the brewery and D'Angelo Brands filed for protection from creditors. Court documents show that Barry Sherman's Wasanda Enterprises Inc. was owed $101,619,464.20.
On November 1, 2007, D'Angelo sold his majority stake in Steelback Brewery to Jonathon Sherman (son of Barry). D'Angelo remained as chairman of the company with a minority interest. Later in the month, the insolvent company was granted court protection from its creditors.
The relaunch
In May 2008, Jon Sherman became the official owner and CEO of the new brewery. As part of the overall changes, the new brewery added Ian MacDonald as president and appointed Jayne McGillivray as their brewmaster. Steelback switched gears from the flashy prime time ad campaigns to a more local and minimalist approach though print, radio, and billboard advertisements in five Ontario markets along with their home of Bruce County; the Greater Toronto AreaGreater Toronto Area
The Greater Toronto Area is the largest metropolitan area in Canada, with a 2006 census population of 5.5 million. The Greater Toronto Area is usually defined as the central city of Toronto, along with four regional municipalities surrounding it: Durham, Halton, Peel, and York...
, Ottawa
Ottawa
Ottawa is the capital of Canada, the second largest city in the Province of Ontario, and the fourth largest city in the country. The city is located on the south bank of the Ottawa River in the eastern portion of Southern Ontario...
, London
London, Ontario
London is a city in Southwestern Ontario, Canada, situated along the Quebec City – Windsor Corridor. The city has a population of 352,395, and the metropolitan area has a population of 457,720, according to the 2006 Canadian census; the metro population in 2009 was estimated at 489,274. The city...
, Hamilton
Hamilton, Ontario
Hamilton is a port city in the Canadian province of Ontario. Conceived by George Hamilton when he purchased the Durand farm shortly after the War of 1812, Hamilton has become the centre of a densely populated and industrialized region at the west end of Lake Ontario known as the Golden Horseshoe...
and Windsor
Windsor, Ontario
Windsor is the southernmost city in Canada and is located in Southwestern Ontario at the western end of the heavily populated Quebec City – Windsor Corridor. It is within Essex County, Ontario, although administratively separated from the county government. Separated by the Detroit River, Windsor...
.
As part of the relaunch, Steelback felt it was important to pay tribute to its roots in the area of Bruce County, as such a local landmark, the Kincardine lighthouse is featured on new packaging. Packaging was switched from clear plastic bottles to traditional brown bottles, and local ingredients were used when possible, with an aim to provide "craft beer at mainstream prices".
Following the relaunch, the company won multiple brewing awards and also was awarded Sobey's Business of the Year Award on March 21, 2009.
The closure
In July 2009, Ian MacDonald left the brewery. Later in the month, 35 of Steelback's 39 staff members were laid off, leaving a skeleton staff of four to continue producing and selling beer. Sherman cited low sales as the reason for the layoffs.In January 2010, the remaining staff members were issued letters of termination and the brewery was quietly shut down with no official announcement.
Products
At the time of closure, Steelback's six beers included Steelback Premium Lager, Steelback Tiverton Honey Brown, Steelback Premium Draught, Steelback Tiverton Dark, and Steelback Light, and only on draught, the Steelback Red Maple.Awards
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