Steam Whistle Brewing and paddleboard maker Beau Lake are ushering in cottage season with a contesting initiative that leans into the premium qualities of both brands.

The Toronto brewer is giving buyers a chance to win an inflatable vintage-inspired Beau Lake paddleboard emblazoned with a Steam Whistle logo in a collaboration that looks ahead to the Canadian summer.

“Collaborating with Beau Lake allowed us to raise the bar, offering a truly premium prize that embodies the spirit of a Canadian summer and the quality that both our brands are known for,” Catherine Oppedisano, Steam Whistle’s VP of marketing, said in a news release. “This project with Beau Lake is all about celebrating the quintessential Canadian summer – cottage days, camping trips, long weekends and the refreshing beer that accompanies those moments.”

Oppedisano says Steam Whistle frequently uses contesting intiatives to engage with customers, especially during the summer months when relaxation is central to the season.

Steam Whistle will give away 100 Beau Lake paddleboards, priced at $1,200, in specially marked 24-packs of 355mL cans. Each case will include a PIN that can be entered for a chance to win at the Steam Whistle microsite.

The project was created by Steam Whistle’s in-house creative team in collaboration with Beau Lake to ensure the package’s look and feel reflected the premium craftsmanship of the paddleboard.

The 24 packs, which include contest information and packaging with a custom rendering of the co-designed paddleboard, will be available at The Beer Store.

The contest is being activated both through on-pack visuals and through Steam Whistle’s owned social-media channel.

“We have taken a hybrid approach that allows us to reach consumers at multiple touchpoints, on-shelf and online, where we know engagement points are strongest,” Oppedisano says.

The brand is leveraging a strategy that includes in-restaurant presence and organic, paid social media and influencer partnerships to drive awareness.

“Our goal is to bring this collaboration to life in a way that reaches our drinkers wherever they are, whether that’s browsing the beer aisle or scrolling their feed,” Oppedisano says.

Steam Whistle joins a growing list of alcoholic-beverage makers to have used paddleboards as part of contesting and in-store retail theatre efforts, notably, RTD, Social Lite and Arterra brands Nicolas Laloux and Svelte.