Lakeport Brewing Company

Lore & Background

Lakeport was founded in 1992 by William (Bill) Sharpe as a premium beer brewery, located in a historical brewery building on Hamilton's port lands owned by the Hamilton Port Authority. Sharpe created many new premium brands and negotiated contracts to brew for other brands such as President's Choice. However, the premium beers did not sell well, and by 1999 Lakeport was in bankruptcy protection. AlphaCorp Holdings Ltd subsequently bought the brewery and hired Teresa Cascioli to manage it. Cascioli took on contract manufacturing work and reworked operations to make the brewery profitable.

In 2002, Lakeport held only one percent of the Ontario market share when it pioneered a retail strategy of selling 24 beers for $24, at the time the lowest legal price in Ontario. Lakeport used its low prices as the basis for its marketing and immediately began to improve its market share. Teresa Cascioli ascribed the success to Lakeport's willingness to take ownership of their discount beers, stating that 'We are the only one at $24 plus deposit that actually puts our company name on it.' One television advertisement featured Cascioli and a shop steward of the Teamsters Local 938 discussing how they hoped to make a good product at a reasonable price. This 'grassroots marketing approach' focusing on the overall brewery rather than any individual brand was quite different from most beer marketing strategies of the time.

Lakeport's share of the Ontario beer market rose from less than 2% in 2003 to 11% in 2006. During this time, Lakeport beers were among the ten top selling beers in Ontario. Cascioli had bought out other investors to gain full ownership, and when Lakeport was incorporated on April 27, 2005, she became CEO, though her ownership was reduced to about 20%.

Reader's Guide

Lakeport Brewing Company is notable for its dramatic pivot from premium brewing to a discount strategy that reshaped the Ontario beer market. By pioneering the sale of 24 beers for $24—the lowest legal price at the time—Lakeport captured significant market share, rising from a mere 1% in 2002 to 11% by 2006. This success was driven by a grassroots marketing approach that emphasized the brewery's identity and the workers behind the product, a departure from typical brand-focused advertising. The brewery's acquisition by InBev's subsidiary Labatt in 2007 for CAD$201.4 million marked a turning point, leading to the closure of the Hamilton plant in 2010 and the loss of 143 jobs. Despite the closure, the Lakeport brand continues to be sold in Ontario under AB InBev ownership. The original Hamilton facility later became home to Collective Arts Brewing and Nickel Brook Brewing, with Collective Arts eventually becoming the sole occupant. Lakeport's legacy lies in its demonstration that a low-price, high-volume strategy could disrupt an established market, and in the subsequent consolidation of Canadian brewing under multinational ownership.

Did You Know?

• Lakeport was founded in 1992 as a premium beer brewery before switching to discount brands.
• In 2002, Lakeport pioneered selling 24 beers for $24, the lowest legal price in Ontario at the time.
• Teresa Cascioli became CEO when Lakeport was incorporated on April 27, 2005.
• The Hamilton brewery closed on April 30, 2010, and all 143 employees were laid off.