Good Beer Folk: Jacob Hogan
How long have you been a part of the Steam Whistle / GBF family? Jacob: Just over a year and a half. What is your position at Steam Whistle? Jacob: I’m part of the Retail, Events and Promotions team. Can you describe your role? Jacob: My role at Steam Whistle involves the ins and outs of […]
How long have you been a part of the Steam Whistle / GBF family?
Jacob: Just over a year and a half.
What is your position at Steam Whistle?
Jacob: I’m part of the Retail, Events and Promotions team.
Can you describe your role?
Jacob: My role at Steam Whistle involves the ins and outs of every day at the brewery. It includes running the bar while making sure customers (whether it’s their first or tenth visit) have a memorable experience. I run brewery tours throughout The Roundhouse which I enjoy very much. I get to spread the Steam Whistle story through this 30 minute interaction with our guests and I have the ability to make their day! I love showing strangers a “behind the scenes” look of the brewery and what makes us special. Largely, making an impression on people and spreading the positive vibes that we all share to the people that walk in to our cathedral of beer is a huge part of my job. Our guests should feel as positive and excited to be here as we do behind the bar.
How has your role evolved since you first started?
Jacob: I’ve gotten to expand into new opportunities within my role. A great example of this is offsite marketing events. I’ve spent a lot of time throughout the province representing the brand and creating new touchstones.
Were you always interested in the brewing industry (or) why did you apply at Steam Whistle?
Jacob: I’ve always loved beer. In university I loved craft beer and Steam Whistle was by far my favorite, so much so that my buddies and I in university went to Steam Whistle right when we all turned legal drinking age. We did a brewery tour and left with such a great impression of the place and the brand. I then lived over in Europe for a while and did many brewery tours there. They didn’t compare to my experience at Steam Whistle. I would even talk about Steam Whistle to people throughout Europe urging them to book a tour if they ever visit Toronto. I then saw a job posting for Steam Whistle’s Retail Events & Promotions team and I felt like it was a sign. I had to go back to Toronto for an interview – it was my dream job! The rest is history.
If you had to choose, what would be your favorite aspect about coming in to work at the brewery?
Jacob: The people. It’s the Good Beer Folk. We really are “Good, Beer, Folk”. When I first started working here I found everyone to be so happy, positive, caring and to be honest it intimidated me. I was worried I wouldn’t be able to meet this unspoken standard. It made me want to be even better in regards to my interactions with our brewery guests. This allowed me to completely involve myself in the Good Beer Folk aura. When you work with people that make you grow, it’s the best part.
How would you describe Pure Pilsner?
Jacob: It’s about caring. It’s about how you present yourself in such a competitive market. It’s about your customers. It’s the honesty that’s built into that. By being a pure pilsner you are caring about what people consume, you’re caring about impressions. Hey, at the end of the day you’re caring about people’s hangovers. Pure pilsner equals better hangovers.
What makes Steam Whistle stand out as a brand?
Jacob: Our pride. We are fiercely proud. Whether you started your job yesterday or are the CEO of the company, we are fiercely proud of the work that we do. There isn’t a single interaction while I’m at Steam Whistle where I don’t feel proud. We are proud of the pure pilsner we are selling, we are proud of the historic building we reside in, our green initiatives, the list goes on.
What is a Steam Whistle initiative that means a lot to you?
Jacob: Definitely our green initiatives. I get so excited talking about it on brewery tours. I even tell the brewery tour guests stop me if I keep rambling about it. I have hours of information that I have to condense in minutes and I feel very passionate about it. The fact that we have made our bottles so unique that it’s better for the environment is incredible. Or when we bring our tours up to the office and get to say “feel the cool air, that’s not an air conditioning system it’s a deep lake cooling system”. Our initiatives are spread all over Canada. For example, our bike repair stations. It’s so cool how involved we are with the community.
Is it true when people say the Steam Whistle culture is contagious?
Jacob: Extremely. You can’t get enough of it. Get an IV of it, put it in my arm. Just fuel me up! That’s what gets me going through the day. It’s affectionate, it’s silly, it’s positive, it’s always fun. It’s so rare to walk into a bar area and see all the employees grinning ear to ear, laughing, dancing, etc. We’ve been drinking beer for over 8000 years. We do the best job of honoring our ancestors by enjoying a beer with our friends on our staff patio at the end of the work day. It’s a wonderful sense of community.
Where is your favorite place to enjoy a Steam Whistle (other than The Roundhouse)?
Jacob: By the water or in the woods. Anywhere in nature.
What is one word you could use to describe your work experience at Steam Whistle?
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