(Originally featured at Career Insider Business)
Hot humid Toronto days are just around the corner, and with expectations for a scorcher of a summer, a promising BBQ and party season is in the sights of Torontonians ridding themselves of thoughts of parkas and blizzards.
This also means that one of Canada’s unofficial favourite pastimes – drinking beer – takes stage front and centre.
Steam Whistle, known for its distinctive retro-feel brand, a throwback to the 50s. What makes their marketing strategy so successful is not necessarily the fact that the theme is “retro”, but the fact that every single strategy ties back to the overall theme.
This successful integration of all their marketing efforts has culminated in their home delivery service, growing rapidly since the program started in 2007.
This service is unique to Steam Whistle, and the execution of this program is well thought out, and meticulous in the attention given to detail.
The uniforms delivery personnel wear exudes a retro feel, as does the delivery trucks, bottle openers and the beer dispensers themselves. The included ice is a welcome addition, and the included beer cups – which are 100 per cent compostable – reiterate the emphasis Steam Whistle places on green awareness, another solid component of their business practices.
Home delivery gives the option of delivery in the form of bottles, but more importantly, in the form of kegs and the unique dispensing system that instantly chills the beer, ready to be immediately consumed.
James Foran, marketing coordinator, who also oversees the home delivery program explains why Steam Whistle continues to pursue this feature that so many other beverage companies abandoned ages ago.
“It’s a great opportunity for people throwing events, like a house party, to stand out,” says Foran. “For people to try the beer in that setting, it’s a very positive experience for them.”
Relying on minimal mass advertising has allowed this quirky service to remain just that. Most orders placed are usually through word of mouth from colleagues and friends that have experienced this service in the past, or an individual discovered this service at another event.
Steam Whistle, and Foran, is pleased with the success of this program, especially with the well-received implementation of flash coolers – portable devices that can be used anywhere to instantly chill beer down to the right temperature.
While there is a premium – minimal at that – for Steam Whistle’s home delivery, this experience has the capability to resonate with many different segments, able to stir emotions positively.
Francis Kim, computer engineer, has been a loyal home delivery user for years, and has relied on this program for countless kickoff parties and even his Jack and Jill.
“I like getting home delivery because of the convenience,” says Kim. “I don’t have to pick up the keg, and the carbon dioxide pump makes it feel carbonated and the ice compartment does a great job keeping the beer cold without making a mess.”
Kim is satisfied with the service, convenience and price, and was impressed with how Steam Whistle provided him with unexpected tickets to the Toronto Beer Festival.
Ana Hangan, marketing student, decided to try out this service for St. Patrick’s Day and enjoyed the whole experience from beginning to end, and as a university student appreciates that value received from this service.
“We would have definitely spent significantly more money for our guests,” says Hangan.
(This is part three in a four part spotlight on Steam Whistle Brewing)
Click here to view part one, and here to view part two.