Craft Beer Evolution – Eli Gershkovitch and the Unexplained Phenomenon

So many mass-market beer brand options available today, steadily making an impact through Superbowl commercials and sporting events, not only in the United States but throughout the world. Through macro beer company’s marketing efforts, these brands are steadily changing their approach due to the changing times as beer drinkers are steadily evolving into different types of creatures, which is making a larger path for craft beer brands to thrive heavily.


The young adults of today have been known to be a bit peculiar, which is the perfect opportunity for craft beer brands – like that of Eli Gershkovitch, founder, and CEO of Steamworks Group of Companies – to take advantage. With a clever marketing effort in this regard, the younger adults have inevitably chosen to acquire the majority of their beer drinking efforts to craft beers over the popularity of mass-market beer brands, not just in America, but around the globe. Yes, those macro domestic brands like Budweiser, Miller Brewing Company and Schiltz are taking a hit, as micro brands are kicking butt and taking names.


One of the most successful micro beer company founders, Eli Gershkovitch, has been in the craft beer market since 1995, way before craft beers started to make a huge mark in the beer industry (


Eli Gershkovitch started steam brewing in Canada after researching and traveling abroad, noticing a new trend emerging in Europe, adopting methods and sampling microbreweries to soon incorporate his own micro beer company in Canada.


From his trip to Europe, Steamworks Brew Pub was a popular choice for locals and as persistence prevailed so did his outcome of becoming Canada’s most influential brewmaster.

There has been much research in regards to how this phenomenon of micro over macro has happened, but nothing has presented itself as of yet, but speculation. We can guess that it’s due to the evolution of our world, the diversity of our citizens who are everything but biased, totally separated from the traditions from which we once were. The macro domestic beer companies are getting beat in the face and the micro beer companies like Devil’s Backbone and Hardywood are dancing with a victory as they consume many of the customers that once were domestically loyal. Is it true that by 2020, 20 percent of beer sales will derive from the craft beer industry? The small little operations of craft beer companies, get 20% of the pie? With less marketing dollars distributed, less overhead cost, and less time on the market, as opposed to macro domestic beer companies, that is a huge deal.


In addition, these micro beer companies have a unique way with the consumers as wine does. Now, as craft beers become more popular and plentiful, beer drinkers are now connoisseurs of the beer taste, appreciating the diversity, while the companies are gaining a sophisticated customer base in the process.


You can find many of consumer’s favorite craft beers at many global beer championships, including the incredibly popular one right here in the United States, The U.S. Open Beer Championship, where just this past championship, Canada took home 24 medals. Eli Gershkovitch was recognized as a top contender.

More at

You Might Also Like