Popularity, Demand, and Growth

With the rise of the new generation of craft beer consumers and enthusiasts, the industry is experiencing a wave of increased popularity and production. Millennials are helping to redefine the craft beer playing field. These young consumers eagerly taste a wide variety of craft beers, favoring individual brewing companies. This increase in interest for the craft beers produced by smaller companies rather than the giants of the 1990s has drastically increased the number of start-up breweries. One of the most well-known breweries is Steamworks Brewery located in Canada.

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Eli Gershkovitch is the founder and CEO of Steamworks Brewery. His introduction into the brewing industry is unique. Eli Gershkovitch’s dream of owning his own brewery and producing a one-of-a-kind craft beer began shortly after his graduation from law school in Toronto. It was during his journey to Europe that Gershkovitch discovered his passion for craft beers. Upon his return home, Eli Gershkovitch began planning and executing his new found vision.


After some troubleshooting, Eli Gershkovitch established Steamworks Brewery in 1995. Located in downtown Toronto’s Gastown, Steamworks Brewery has expanded greatly since its initial days. The company’s name and brew were inspired by the steam engine located within the building. Perhaps due to the scarcity of the of steam engines available, Eli Gershkovitch’s craft beer became massively popular with locals and tourists alike.


The increase in popularity of his beers encouraged Eli Gershkovitch to expand his business. His first action was to expand the capacity of the building’s vicinity from approximately 150 to 750 chairs (http://www.westender.com/eat-drink/steamworks-is-much-more-than-a-brew-pub-1.879352). This expansion was rewarded with an increase in sales and popularity. Further growth was required as the demand for Steamworks craft beers increased. Eventually, Eli Gershkovitch invested in several additional companies and brewing locations allowing the company to better meet the demand.

Over the years Eli Gershkovitch has reaped the rewards of his success. His principle of expansion to meet demand has proven to produce a profit for the company. While Eli Gershkovitch continues to be passionate about his product, he now finds himself even busier than ever as the market experiences a second boom.