Experienced people in the marketing world can tell you that Millennials have perfected the art of avoiding commercials. This creates a tricky situation for brands that target these young people. For instance, in the past, it was possible to advertise beer brands during a Superbowl or a sporting event. However, we can all agree that this won’t be as effective as digital ways of advertising. Just the other day, we witnessed the US Beer Championship, and one thing emerged. The event is no longer a US affair as it attracted judges from the United Kingdom, Canada, and the United States. At the end of the day, Belize won a Bronze medal while the silver medal was carried by Italy. In this event, the nation that surprised many is Canada which won a total of 24 medals. Of the 24 medals, 10 were gold, and they carried the day for Berliner-Style Weisse, Vegetable Beer, and Fruit Beer. This means that Canada is having a say in the craft beer industry. This has been made possible by the talented brew masters in Canada such as Eli Gershkovitch. For starters, Eli Gershkovitch is known for his involvement with Steamworks Group of Companies as the chief executive officer.
During the just concluded Open Beer Championship, Eli Gershkovitch emerged as a force to be reckoned with. He made sure that craft beer from Canada was on the map. He has dedicated his life to this craft for the last 22 years. He started this venture in his hometown of Gas in a time when people cared little about craft beer. He says that when he began this craft, business was a bit complicated. The young were not interested in the newest independent brew like today. He remembers that the industry used to be owned by the likes of Budweiser and Coors. Brewing companies such as Guinness came later (http://www.calgaryherald.com/Steamworks+owner+Gershkovitch+awarded+registered+trademark+Cascadia+2006+after+seven+year+dispute+with+Granville+Island+Brewing/7612614/story.html). Eli Gershkovitch says that before he established his first venture, he decided to travel to Europe to learn the art. The only place that he could successfully do this was Heidelberg, Germany. By the time he returned to Canada, Eli Gershkovitch was a changed man who knew what he wanted with his life (MontrealGazette).