STEAM WHISTLE/BEAU'S BREWING: Bromlyn Bethune
Bromlyn Bethune
President
Steam Whistle Brewing/Beau’s Brewing Co.
Based on your data, insights and experience, what’s trending for summer 2025 ?
Six and 12 packs are fuelling sales in convenience, as are larger format single cans and higher ABV beers. We are launching three new 19 oz single cans (Steam Whistle Pilsner, Beau’s Lug Tread and Beau’s Double Juiced Citrus Blast) given the growth in Ontario on large format cans. This format is now growing double digits YOY (+53%) on the 19oz can format, which we find is a great trade up from a 473 mL tall can, when many convenience stores only have holding power in coolers for single can formats.
Which of your products do you anticipate being hot sellers this summer?
We have several in-case program offers unfolding this summer, including the launch of some new format innovations, specifically for convenience stores. This year beer consumers are watching their spending given the happenings in the world. Beer drinkers want value, brands and beers they can trust. Drinkers are looking for something seasonable and easy drinking for those hot summer nights and patio days or afternoons on the golf course.
Any new innovations in the mix?
We are all about the large format 19 oz can for this season enabling consumers to trade up from their tall cans. In addition to this, higher ABV beers in the 7% range for those IPA fans. And we’re releasing a new Beau’s Brewing Double Juiced Citrus Blast in a 19 oz can this June for retailers.
What are the outside influences shaping the space?
Value, high ABV, low carb and calories continue to be the consumer mindset when they are looking to indulge or consume alcohol. When it comes to beer we're seeing a resurgence in premium beer growth: As consumers drink less, they are willing to trade up to a better beer, alongside the buy Canadian movement being a very real sentiment when choosing a beer brand.
This is the first sales summer for convenience retailers. What advice can you share?
Retailers and operators need to load up ahead of long weekends. Leverage The Beer Store for your timely direct to store deliveries and the various shop-and-carry pick up locations when you place your weekly beer orders. You will find all our beers available at The Beer Store once you’ve placed your orders with LCBO Wholesale.
Cold beer is also key even if the beer is going to be consumed hours from purchase—the mindset of the beer consumer is cold beer is fresher and better. You’ll sell beer quicker if it’s chilled.
If applicable, how are you partnering with or supporting convenience retailers this summer?
We have developed a series of flow in and out, in-case promotions that enable retailers to feature great gift with purchase value and excitement in stores with little work from the retailer. We have collectible koozies in 12 packs of Steam Whistle Pilsner now. We’re giving away custom Beau Lake paddle boards on 24 packs of Steam Whistle and a Kubota Hobby Tractor on cases in Beaus Lug Tread. We encourage retailers to reach out to us directly for turnkey solutions to enable them to sell more beer and increase their rate of sale and velocity this season.
In terms of perfect pairings, what other convenience items go well with you offering?
With convenience being such a big part of the summer road trip destination, anything salty pairs great. Nuts, chips and meat snacks are amazing pairings with cold beer. Or grab some ginger ale to make a Shandy. We’re working with Great Canadian Meat Company this summer, offering programs in convenience locations as the go-to summer road trip snack.
RETURN TO TASTES LIKE SUMMER Q&A SERIES
