Weber’s Largest Product Launch In 54 Years

weber’s Largest Product Launch In 54 Years

Back in 1952 George Stephen Sr. rolled out the original iconic charcoal kettle that started a backyard revolution. More than 50 years later, the family-owned company, Weber-Stephen Products Co., remains the leading barbecue grill and grilling accessories manufacturer.

The company, which revolutionized “the covered barbecue,” has unveiled 12 new gas grills under the Weber name, it was announced in mid-January. Weber products are available in the “Grate” White North through its Canadian distributor Onward Manufacturing.

“While the superior Weber cooking system remains intact, the new aesthetic designs are completely re-imagined from the wheels up with all stainless steel looks, stunning curves, sleek lines and some in bright lid colours – all to make a definitive statement in the backyard,” explains Theresa Stahl, Public Relations Director – Canada.

The Weber brand showcases entirely new models – four in the Summit® and six in its Genesis® lines – and introduces a new line, the Spirit®, with two new grills All, of course, are available in propane models.

“Every single person at our company, from research and development to those who package our products, has been deeply involved in this launch,” says Executive Vice President Mike Kempster Sr. “We have examined and re-examined every detail of these grills to deliver consumers the absolute best in style and industrial design. We have no doubt that outdoor grillers will be impressed with the combination of Weber quality married with striking new styles.”

Bald Statements

Weber’s luxury Summit line, priced between $1,900 and $2,650 (MSRP) with four- and six-burner models, gives consumers desirable style features such as all-stainless steel looks, including shrouds, as well as polished handles and trim with matching, accent-coloured cast-aluminum end caps. The individual burner controls, placed at the front, are highlighted with the classic Weber kettle icon.

Grilling attributes include total cooking areas that range from 650 to 838 square inches; high-grade 9.5mm (3/8-inch) diameter stainless steel rod cooking grates to create the best searing possible; Weber’s stainless steel Flavorizer® bars that impart wonderful smoke as food grills; 48,800 to 60,000 BTUs; a Snap-Jet(TM) individual burner ignition system; 12,000 BTU flush-mounted side burners for heating sauces; and Weber Grill Out® handle lights for after-dark cooking. Two of the new Summit grills have an 8,000 BTU smoker burner with a stainless steel smoker box, plus a 10,600 BTU rear-mounted, infrared rotisserie burner.

Weber’s popular Genesis line, priced from $900 to $1,070 (MSRP), offers outdoor grillers a variety of choices in styles and upgraded features. The top-of-the-line Genesis models (the S-310 and S-320) have stainless steel aesthetics, of course. With 637 square inches of total cooking area, they also give consumers three stainless steel burners (giving a 42,000 BTU-per-hour input); stainless steel Flavorizer bars; 7mm diameter stainless steel rod cooking grates; and Weber’s electronic Crossover(TM) ignition system.

Weber makes its boldest statement in the Genesis line with four new models in porcelain-enameled colours (black, dark blue, green and copper), with two stainless steel work surfaces. The Genesis EP-310 and EP-320 are available in black and feature matching painted steel doors. The cooking grates are 7mm stainless steel rod and the Flavorizer bars are stainless steel.

The Genesis Premium line includes the Genesis CEP-310 and Genesis CEP-320 models and present 9mm diameter stainless steel rod cooking grates and stainless steel Flavorizer bars. Stunning lid colours are available in black, dark blue, green and copper for the CEP-310, and black and copper for the CEP-320.

Both models feature an enclosed cart with stainless steel doors and matching door handles. As with the Genesis steel models, the Genesis EP and Genesis CEP grills have 637 square inches of total cooking area and 42,000 BTUs with three stainless steel burners.

Finally, the Weber Spirit line, affordably priced starting at $500 (the Spirit E-210 has two burners and at $630 the Spirit E-310 has three burners), places Weber brand quality in reach among a larger number of consumers. The Spirit E-210 has a total cooking area of 528 square inches with 26,000 BTUs, and the Spirit E-310 has 611 square inches of total cooking area with 36,000 BTUs. Both have a warming rack area and Warm-Up(TM) basket, Crossover ignition system, one removable thermoset work surface, an enclosed cart with stainless steel doors and handles, and a centre-mounted thermometer.

As a leading exporter of grills, Weber brand products are sold worldwide at selected home centres, hardware stores, department stores, patio stores and other retail outlets. Weber, headquartered in Palatine, Illinois, has a strong outreach program. To find out more, call Weber’s Grill-Line (1-800-474-5568) or Onward Manufacturing in Canada (1-800-265-2150) or in the U.S. (1-800-446-1071). The company’s website, www.weber.com, has grilling tips, techniques and original Weber recipes.

Copyright Northern Star Communications Ltd. Jan/Feb 2007

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