Steam Whistle Brewing is marking its 25th year in business while maintaining its commitment to its iconic green glass bottle, says co-founder and CEO Greg Taylor.
Founded in 2000 by three former employees of the Upper Canada Brewing Company, Steam Whistle has grown from its original downtown Toronto location into a business with a second production facility and a strong presence in Ontario’s evolving retail beer market.
“We moved in [to the Roundhouse] in 1999,” Taylor said. “That was where we started. Our first brew was brewed there and released on March 22, 2000.”
The company’s original brewery is located at the Roundhouse, at the base of the CN Tower, near the Ripley’s Aquarium and Rogers Centre. The downtown facility includes a restaurant, a taproom, multiple patios and an event centre that can host up to 1,000 people. Taylor said the company hosts more than 300 events annually, including about 80 weddings.
“If you’re coming to visit Toronto, most likely you’re going to come down to that area,” he said. “It’s become a really important part of that neighbourhood.”
To meet increasing production demands and navigate downtown traffic challenges, Steam Whistle opened a second brewing facility in Etobicoke in 2019.
“Manufacturing across from the CN Tower at some point became unrealistic,” Taylor said. “Traffic is just incredibly bad.”
Taylor said the beer industry in Ontario has shifted significantly in recent years, particularly due to changes in retail availability. With beer now sold in grocery and convenience stores, the number of retail outlets in Ontario has grown from about 1,000 to nearly 6,000.
“Beer retail is no longer limited to purchasing from the Beer Store and the liquor store,” he said. “It’s now become ubiquitous.”
The company has also adapted to changing packaging preferences. While Steam Whistle once focused solely on bottles, cans now make up 68 per cent of its packaged product. However, Taylor said the brewery is committed to keeping its distinctive green bottle, which he believes is tied to both the brand’s identity and environmental sustainability.
“We didn’t want to give that up,” he said. “We want to retain the history, the important history, of our brand in that bottle.”
The bottle is central to the look and feel of Steam Whistle. It speaks to the company’s sustainability roots — the green bottle is made with 33 per cent more glass and can be re-filled a minimum of 45 times (versus the industry-standard brown bottle that can be refilled 12 to 15 times). The label is painted right on the glass, eliminating contaminants from paper, dye and glue.
From the perspective of the beer drinker, the thick glass keeps beer colder for longer and the crimp-style cap gives the bottle a better mouthfeel.
As Greg likes, to say, Steam Whistle out of a bottle just hits different. It’s a classic.
Taylor explained that the decision to use a heavier, retro-style green bottle was inspired by a vintage 7-Up bottle he found in a small-town Ontario antique store. After researching its history and acquiring the original moulds, the team adopted the bottle as part of their effort to create a high-quality, nostalgic product.
“We sort of used some of the theories from the ’40s and ’50s, which are very applicable today,” he said. “It was one of the most efficient recycling programs in North America at the time.”
Taylor said Steam Whistle receives about 85 per cent of its bottles back through the Beer Store’s return system and uses painted labels, which eliminate the need for paper and glue.
“We’re now going to be the only Canadian premium beer in a green bottle,” he said. “We’re Canada’s green bottle, and we’re very proud of that.”
To celebrate staff who have been with the company for five years, Steam Whistle has a Five-Year Service Award, which includes an all-expenses paid trip to Europe which is highlighted by a visit to Pilsen (the birthplace of the pilsner-style of beer that is Steam Whistle’s one-and-only specialty) and Prague in Czechia, as well as a stop in Germany to partake in the legendary Oktoberfest celebration in Munich — the world’s largest beer festival and the home of a rich brewing history and tradition.
“This is more than just a company perk,” said Bromlyn Bethune, President of Steam Whistle Brewing. “It’s a cultural immersion that honours staff commitment and strengthens the spirit of the Steam Whistle team.”
The appreciation program is a key pillar in Steam Whistle’s commitment to employee engagement and retention. In an era where talent retention is a critical HR challenge, Steam Whistle believes providing unique experiences like the European trip sets a new standard for recognizing staff service.
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