On International Colour Day, Steam Whistle Brewing salutes the colour green!

Memories shared by Greg Taylor, Co-founder & CEO “In 1998, when we began to write the Steam Whistle business plan and imagine our Pilsner brand, many beers available in Canada were sold in brown bottles within red, white, and blue cartons. We wanted to stand out from the rest.  So, our first decision was to […]

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March 21, 2022

Memories shared by Greg Taylor, Co-founder & CEO

“In 1998, when we began to write the Steam Whistle business plan and imagine our Pilsner brand, many beers available in Canada were sold in brown bottles within red, white, and blue cartons. We wanted to stand out from the rest.

 So, our first decision was to resurrect the original industry standard bottle from decades earlier. Like imported beers [such as Pilsner Urquell, Heineken, Stella, Carlsberg or Kronenbourg] which all come in green glass, Steam Whistle’s now famed green bottle reflects our adoption of European brewing traditions in making Steam Whistle Pilsner. Those Euro traditions include selecting the Pilsner style of beer to brew and using only four all-natural ingredients, long cold aging, and natural carbonation, all under the direction of a European-trained Brewmaster.

Once we’d settled on the green bottles, we decided to use this same vivid green for our cartons. We were surprised that no brand – in beer or other consumer products categories – had adopted this bold colour, and we liked that. And so, we designed our original carton with Pantone #2423 C and the cool, refreshing accent colours of white and blue.

Our next big decision was to paint our world Steam Whistle green! Soon to follow were green cans, buckets and coolers, pins and socks, and most recognizable – our fleet of vintage vehicles!

Over the years, the colour of our packaging also reflected the reputation we earned for sustainable manufacturing. Steam Whistle has won awards for being a Bike-Friendly business, for Water Conservation, and for being Corporate Knights with equal consideration of people-planet-profit in our operations. So, our green bottle really is green!

The colour green has become so synonymous with Steam Whistle that internally when we talk of a valued, impassioned, loyal employee, we describe them as bleeding green. “

On International Colour Day – March 21, 2022 – we salute the colour green and invite you to join us in hoisting a green bottle in its honour!