LPE is an occasional look at media relations gone awry.
From: Stephen Murdoch <firstname.lastname@example.org>
Date: Mon, 27 Mar 2006 13:59:00 -0500
To: ‘Stephen Murdoch’ <email@example.com>
Subject: Media Release: Steam Whistle’s New European Brewmaster
Thought you might be interested in the fact Steam Whistle Brewing continues to grow.
March 27, 2006
Steam Whistle’s New European Brewmaster
Introduced to Shareholders at today’s AGM
Master Brewer puts his dream on tap
TORONTO, ONTARIO…..March 27, 2006: Steam Whistle Brewing co-founders, Cam Heaps and Greg Taylor will be sharing plenty of positive news with shareholders at today’s Annual General Meeting. Despite a bumpy road for other Canadian beer producers, Steam Whistle Brewing continues to grow at a steady 20% annually. The two founders also look forward to introducing shareholders to their European Brewmaster, Marek Mikunda. With excellent credentials and an old world dedication that includes sleeping at the brewery ‘to mind his brew’, Steam Whistle’s new Brewmaster has Steam Whistle poised to do great things in 2006.
Mikunda hails from the birthplace of Pilsners, Czech Republic, so naturally he is passionate about brewing a world-class Pilsner. Marek completed his Master Brewer studies at the Czech Republic’s most renowned brewing program, the Prague Institute, and then honed his skills through years of brewing in Europe including the renowned Pilsner Urquell Brewery in the Czech Republic. With his move to Canada, Marek brought with him a steadfast belief in the time-honoured traditions of brewing and a passion for excellence. This combined with pride for his new home country are what drive Marek to make Steam Whistle Canada’s Premium Pilsner.
“What we love about Marek is his professional manner that commands respect from all of our employees. When he talks about brewing you witness his driving passion that really engages and invigorates our own staff to strive for more. His work ethic is incredible. He had us build modest living quarters in our extra office space so that he can sleep here part time through the week to be closer to the beer and our staff on all three brewing shifts. I have never seen dedication like this in all my years in the industry,” says Greg Taylor, co-founder of Steam Whistle Brewing.
Over their six year history, Steam Whistle Brewing has developed an intensive Brewing training program. This program allows Steam Whistle’s Brewmaster to pass on the traditions of quality set out at the brewery’s founding. With Marek as mentor, the next generation of Steam Whistle brewers is learning through his guidance and on-the-job training. The brewery’s strategy is to “Do one thing really, really well” and their single brand, Steam Whistle Pilsner, is given all of their focus for superior results.
“Amongst the independent brewers in Ontario we are uniquely positioned to benefit from the kind of expertise that such a qualified European Brewmaster brings: we founded Steam Whistle on all the same principals of brewing excellence that Marek believes in and we are suitably financed to build a world-class brewery with top-of-the-line equipment for him to operate in. A perfect marriage of old-world tradition and new-world technology,” beams Cam Heaps, President and Co-founder.
The brewery is housed in Toronto’s historic CPR John St. Roundhouse, once home to the steam locomotives that helped pioneer this nation. The ‘John St. Polish’ was a term for the renowned gleam of the mighty engines that rolled out from here. Cam Heaps explains, “We like to think there’s a taste of Canadian history in every bottle we fill: a bit of that renowned hard work and pride within. Marek embodies this perfectly.”
About Steam Whistle
Steam Whistle Brewing, an independent brewery housed in Toronto’s historic John St. Roundhouse, has a singular focus: to make one beer of exceptional quality that Canadians can be proud of. They brew a refreshing Steam Whistle Pilsner using only four, all natural ingredients, including pure spring water, malted barley, hops and yeast (all GMO-free) and employing traditional craftsmanship. This award-winning Pilsner is packaged in unique, emerald glass bottles with a crimp crown to ensure a superior seal, freshness guaranteed. Their commitment to quality ingredients and time-honoured brewing techniques upholds their position as Canada’s Premium Pilsner. For more information on what they do really well, visit www.steamwhistle.ca <http://www.steamwhistle.ca/> .
To arrange an interview with Marek Mikunda, contact:
Media Contact/ Issued By: Source:
Stephen Murdoch, Communications Consultant Stefan Atton, Director of Marketing
OEB International, St. Catharines, ON Steam Whistle, Toronto, ON
Phone: (905) 682-7203 Phone: (416) 362-2337
Cell: (905) 932-1279 E-mail: firstname.lastname@example.org