This system was officially launched on August 17, 2004 at Steam Whistle Brewing, one of Enwave's customers. In support of Deep Lake Water Cooling (DLWC), the launch was attended by actor and renewable energy activist Alec Baldwin, Ontario Minister of Energy Dwight Duncan, Canadian Minister of Human Resources and Skills Development Joe Volpe, and Toronto Deputy Mayor Sandra Bussin, among other business leaders and government officials. The launch was delayed as a publicity stunt by approximately one month to coincide with the anniversary of the 2003 blackout.