Over the years, mass-market domestic beer dominated the industry. However, new companies are changing the game. The old era where the empires featured on Superbowl commercials has been fading out slowly. The new entrant in the beer market is the craft beer. This golden-age beer is pushed by huge demands from the millennials who prefers it to the mass-market domestic beer. The market shift has adversely affected the market share and popularity of mega-companies like Dubweiser and Miller Brewing Company. Presently, microbreweries are dominating the market. New entrants are generating huge revenues owing to an increase in the consumer base.
One of the companies that are making top-selling craft beer is Steamworks. The company sells a wide range of beer. Across the Canada and in the United States, Millennials love these brands. The company has achieved much success under the visionary leadership of Eli Gershkovitch. The master brewer serves as the company’s CEO. The executive has played a pivotal role in revolutionizing the industry. Eli Gershkovitch is using an unconventional approach to build Steamworks’ craft beer empire. Instead of the proud attitude used by many Fortune 500 companies, the chief executive officer uses a calm attitude, which is typical of the working-class men. He is casual and loves freedom. These values have helped him to conquer the competitive beer industry, as he builds his own brewing empire.
Despite his calm personality, Eli Gershkovitch is a master of business. He is driven by his motto of “grow to meet demand or it will shrink to meet you.” This motto is supported by economics from across the globe. In the last century, it was tested several times. According to the master brewer, the theory indicates that robust companies will grow and surpass stagnant companies, thus switching the market towards in his favor. In Canada, the number of companies that are venturing into the brewing industry is at an all-time high. According to industry data, most of these companies have started their operations in Ontario and other densely populated regions. Although most of these breweries tend to fail, a good portion of them curves a share for themselves (MontrealGazette). Eli Gershkovitch contends that the emergence of these corporations has continued to eat into the market share of the mass-market beer companies.
Eli Gershkovitch founded Steamworks in his pub in 1995. Over the years, he has grown the pub from 184 seats to 754 seats. Its success has seen many tourists flock the pub to have a taste of its popular beer brands. Eli Gershkovitch posits that the locals are regular clients at his pub. In addition, Eli is a professional lawyer and pilot.