Over a long period of time, mass-market beer brands have been the dominant beer choices for almost all drinking adults in Canada and the world over. However, in the recent past, as the millennial generation has come of age, the status quo in the beer market has been challenged. The millennial generation is more adventurous and curious. They differ from the older generations in that they create their own trends and find fascination in uniqueness, rather than fitting in with the crowd. It is these factors that have led to the rise of craft beer as a major player in the beer market. Learn more about Eli Gershkovitch at Crunchbase.
In many parts around the world, craft beer had become increasingly popular especially among the younger generations. This has, inevitably, led to the rise of many craft beer brewers in areas which had hitherto been monopolized by the mass market beer brands. The ultimate effect of the changing dynamics in the beer market has been a ceding of a major part of the market share b these mass market beer brands and companies. Indeed, it is estimated that 20% of the entire beer market globally will be controlled by the craft beer industry by the year 2020.
One of the countries that have been at the forefront of the craft beer revolution is Canada. In fact, the number of craft beer breweries in the country has grown well over five times in the past decade. Leading the charge in this revolution is Steamworks founder and CEO Eli Gershkovitch. Eli Gershkovitch founded Steamworks Breweries in the year 1995, at a time when craft beer was far from gaining the traction which it has gained over the past few years. Follow Eli Gershkovitch’s profile on twitter.com.
Eli Gershkovitch first came into contact with craft beer while traveling across Europe in 1987. He was still pursuing his studies in law at the time, but he felt deeply fascinated the beer experience during his trip. Although he would still pursue law, Eli Gershkovitch would remain fascinated by this beer, so much so that he left his practice to start a brewing company in Gastown just eight years later in 1995.
It is worth noting that Eli Gershkovitch’s education and practice in law played an instrumental role in enabling him to start his brewing company. At the time of its founding, Steamworks Breweries was the only company which used steam-powered brewing. The gap had been occasioned by a myriad of legal complexities which had deterred many other pioneers from engaging in steam-powered brewing. Eli Gershkovitch used his legal expertise to navigate around around these complexities and establish a pioneering company which would put Canada on the craft beer map globally.