Steam Whistle teams up with a cool customer

The brewer is seizing on Igloo Playmates having a cultural moment by adding a branded cooler to its roster of multi-packs.


The classic Igloo Playmate – a staple of barbecues and beach trips from many a millennial’s youth – is suddenly on trend again. The cooler company’s smaller “mini” and “little” lines in particular have the featured street art of of Jean-Michel Basquiat and Keith Haring, as well as collaborations with brands like Volkswagen, Hello Kitty, Toy Story and¬†Star Wars.

But given what goes into a cooler, it only makes sense that brewer Steam Whistle getting in on the action.

Steam Whistle’s Igloo Mini Playmate gift packs retail for $29.95 and are now stocked in more than 220 LCBO stores across Ontario and on the Steam Whistle website. Each one contains a six-pack of its pilsner in 355ml cans, an on-trend format among many craft brewers.

“Igloo was a natural fit as a branding partner for Steam Whistle,” says Bromlyn Bethune, chief growth officer of Steam Whistle. “The Playmate Cooler completely aligns with our standards for high quality, retro styling and a whole lot of fun.”


Steam Whistle has a history of bringing its beer to consumers in creative multi-packs that bear its retro branding, like one shaped likes it recognizable delivery truck.

The brewer’s in-house team is promoting the Mini Playmate. Steam Whistle says it is promoting the cooler heavily on social, with a digital spend to boost exposure, through its e-newsletter to its regular customer base, promoted on the Steam Whistle e-commerce site and on-site.

The cooler will also be given out at Craft Beer Fest this weekend at Steam Whistle’s Roundhouse brewery, which is returning after a two-year hiatus, featuring a dance party and 37 producers.

The brewer not only manufacturers its eponymous brand, it also owns and distributes Beau’s All-Natural beers and MTV RTD Hard Seltzer, Juicy Shore.¬†Steam Whistle’s portfolio includes partner brands for distribution across Canada such as Fat Tire Amber Ale and Voodoo Ranger IPA from American craft beer partner, New Belgium Brewing; the Sandbagger line of RTD Gin Beverages; and a diverse line-up from Phillips Brewing & Malting Co., including Electric Unicorn.