2025 Star Women in Convenience winner: Bromlyn Bethune

Bromlyn Bethune

President

Steam Whistle & Beau's Brewing Co.

How did you get into this business? 

Twenty-five years so far in the beer and beverage alcohol industry within Canada.

What are you most proud of during the last 12-18 months?  

We closed 2024 as our best financial year yet at Steam Whistle Brewing. Difficult to do with the climate today. Then, we all experienced the marketplace expansion announcement that stunned everyone in the industry, as Convenience was set to open 1.5 years ahead of plan once the government announced the new channel expansion being accelerated by a year and a half. Our teams quickly mobilized to understand the new opportunities and prepare within weeks our path to market in this new channel for beer, RTD and wine retailers that were about to grow by 249% in terms of outlets that could sell beer in Ontario.

What do you like most about your job? 

Working in a fast-paced, competitive category while being the leading craft brewer in Canada, you must surround yourself with top talent and weed out average people. We keep our teams lean and collaborate cross-functionally as much as possible. This is what motivates me every Sunday ahead of the new work week. At Steam Whistle, we have an incredible brand that is still growing, and a passionate team that I get to work with.

What was the biggest challenge or your career? 

Learning to be resilient and determined while never giving up. Working for an entrepreneurial craft brewery has come with its years of thriving and then years of surviving in business, so you must be resilient to handle the bad stuff while being determined enough to drive the momentum and good stuff happening. 

What's the best advice you ever received?   

Never stop being curious, never stop learning, and never stop putting your hand up. Understand as many areas as possible within the business you are in and engage with the teams you don’t always cross paths with. When moving faster than your competitors, you can win the day. And always delight your customers.

How do you define yourself as a leader?  

I am a doer. I believe in leading by example and with transparency. I love tough ideas and business challenges, then encouraging people to figure it out, learn, and try something in a different way. If you have a common vision, your core group becomes self-managed. To me, that is leadership: A vision you can articulate so people can understand it, and they can become insanely great at their jobs with very little management required.