The Canadian craft beer industry is growing by leaps and bounds. Breweries in Canada produce dozens of unique types of craft beers. And the demand for craft beer has led to a consistent annual double-digit increase in sales since 2009. Canadians love their craft beer so much, Niagara College now has Canada’s first teaching brewery. The college also features a post-secondary brewmaster program.
Eli Gershkovitch is a veteran when it comes to Canadian craft beer. He has been involved in the craft beer industry for over 20 years. The Steamworks craft breweries CEO is a brewmaster that is known for his innovation and smart growth. Eli Gershkovitch developed an interest in creating craft beer after visiting several breweries in Europe in the late 1980s. Formally an attorney, Gershkovitch now focuses all his attention on brewing the best beer possible to satisfy his customers.
An unconventional-looking businessman, Eli Gershkovitch strikes most people as simply a very calm, working-class man. One of the reasons he prefers being a craft beer brewer to being an attorney is because it gives him the freedom to control his time. And Eli Gershkovitch readily admits he likes to be in control (http://weeklyopinion.com/2017/09/eli-gershkovitch/). He explained that’s why he bought out his partner a few years after opening Steamworks in 1995. Now he’s free to grow Steamworks breweries at the rate his customers’ consumption demands and he sees fit.
Eli Gershkovitch hides a shrewd businessman. He has grown what was once a small brewery designed to meet the demands of his small brewpub in Gastown, Vancouver into a craft beer empire (OttawaCitizen). The motto that guides the business activities of Eli Gershkovitch is “you grow to meet demand, or demand will shrink to meet you”. His business model focuses on improvement and innovation. He understands that stagnant companies are leapfrogged by robust new companies.
To remain competitive, Eli Gershokovitch has improved the quality and quantity of the craft beers Steamworks produces, while lowering the price to increase sales. His once 184-seat brewpub now has 754 seats and Steamworks has several bars and restaurants serving its craft beer throughout Vancouver.