Steelback Brewery was a Canadian brewery located in Tiverton, Ontario, on the shores of Lake Huron.
History
Beginning
The roots of Steelback Brewery begin in September 2002, with businessman Frank D'Angelo looking for expansion space for his juice company, D'Angelo Brands.[1] He found a site in Tiverton, Ontario, for sale by Barry Sherman, founder of Apotex. The facility came with a brewery which D'Angelo had intended to sell, but ultimately decided to start a beer company with the funding of Sherman.
A wholly owned subsidiary of D'Angelo Brands,[2] Steelback started selling beer in February 2004, launched with an expensive local television ad on the Super Bowl XXXVIII broadcast.
The company's promotional strategy included extensive sponsorship of sporting events and venues, including purchasing