An ongoing process
As mentioned, Eminent’s partnership with Steam Whistle expanded from vintage to modern vehicles, reaching more and more of the brewery’s fleet over time.

“Years later, we’re still getting vehicles in from their sales reps across Canada for rewrapping at a new, better quality,” says Dorey. “While they don’t have the same scale of a Molson or a Labatt, they do have quite a bit of volume.”

Indeed, Steam Whistle’s growing success has also meant larger delivery trucks, which Eminent wraps, too.

“The delivery trucks’ cabs can get really dinged up on the road,” Dorey says. “They fix them and then we wrap them. The most fun, though, are the Jeep Wranglers, because we take off everything that’s bolted on before wrapping. It makes us look like a chop shop!”

With files from Eminent Custom Graphics, Steam Whistle Brewing, Avery Dennison and 3M Canada. For more information, visit www.inkyourride.com, www.steamwhistle.ca, www.3mcanada.ca and www.averydennison.com.