Toronto’s largest independent craft brewery is holding its ground while much of the beer industry moves to aluminum cans. Steam Whistle Brewing, known for its distinctive retro-style green bottles, says it has no plans to abandon them anytime soon.
Co-founder and CEO Greg Taylor says the experience of drinking beer from a bottle simply can’t be matched. “You crack that bottle open, and you hear the pop, which means the beer has been well sealed and protected. You put that to your lips and it’s the kiss of the golden nectar,” Taylor said.
Founded in 1998 by Taylor, Cam Heaps, and Greg Cromwell, Steam Whistle deliberately chose bottles to set itself apart from competitors. The brewery uses glass that is 33 per cent thicker than conventional bottles, features a painted label, and can be sterilized and refilled up to 45 times. Each bottle is sealed with a crimped crown cap for freshness, a detail that requires a bottle opener but keeps the beer tasting better for longer.
Although producing a bottle costs more than a can, Taylor says the reusability makes them more profitable for the company. He has always believed the iconic green bottle, inspired by a 1940s Consumers Glass design, represents quality and nostalgia. The bottom of each bottle still bears the imprint “3FG,” a nod to Steam Whistle’s original name — “Three Fired Guys” — referencing the founders’ dismissal from Upper Canada Brewing Company in 1998.
While the brewery acknowledges that cans are more convenient to transport and now account for about 68 per cent of its sales, bottles remain a core part of its identity. “We’re really dedicated to our bottles. You will not see it leave our offerings,” Taylor affirmed.
To celebrate its commitment, Steam Whistle will launch a promotion this November offering its suitcase-style 12-pack of bottles with a complimentary bottle opener at participating retailers — a move sure to please loyal fans who still prefer the pop of a bottle cap over the crack of a can.