E-Malt.com News article: Canada: Brick Brewing Co. offers their premium brands at a great price

Brick Brewing Co. Limited announced on July 21 that they will be offering their J.R. Brickman Pilsner, J.R. Brickman Amber and Waterloo Dark 473ml cans at the LCBO all for $1.95 each for a limited time, FoxBusiness reported.

"In today's market, beer consumers are looking for a great deal on a great product. So why not listen to what the consumer really wants and offer a Canadian craft brewed beer for less than mainstream priced beers," said Sean Dennis, Marketing Manager for Brick Brewing Company.

"The LCBO has been a great partner in helping us get our products to market. The premium beer segment is generally designed for the consumer who's willing to pay a little more. In order to generate trial and build brand awareness, we want to offer a great product at a great price and our premium brands will now do exactly that," said George Croft, President and Chief Executive Officer.

Trends within the LCBO and retail environment suggest increased customer awareness and interest in specialty, niche and premium imported beer. There is a demand for locally crafted brewed beers. Especially in the single serve format in aluminum cans. Brick Brewery has reacted and offers its premium portfolio of J.R. Brickman Pilsner, J.R. Brickman Amber, and Waterloo Dark all in 473ml singe serve tall cans.

About Waterloo Dark

Looks dark, tastes light...its Ontario's favourite dark lager. A dark beer that is slowly brewed with Canadian grown malted barley, specialty coloured malts, imported hops and pure cultured brewers yeast. Waterloo Dark is refreshingly light and delicate in taste but rich in colour. 5% alc/vol

About J.R. Brickman Pilsner

Has a crisp, clean and smooth finish that is premium brewed with blend of specialty imported pale malts, Bohemian Saaz, and German spalter noble hops. 5% alc/vol.

About J.R. Brickman Amber

Has a combination of four premium German malts and only the finest European hops, giving Amber a smooth malt aroma, rich copper colour as well as a mildly sweet caramel finish. 5% alc/vol

About Brick Brewing

Brick Brewing Co. Limited is Ontario's largest Canadian-owned and Canadian-based publicly held brewery. The Company is a regional brewer of award winning premium quality and value beers. The Company, founded by Jim Brickman in 1984, was the first craft brewery to start up in Ontario, and is credited with pioneering the present day craft brewing renaissance in Canada. Brick has complemented its J.R. Brickman Founder's Series and Waterloo Dark premium craft beers with other popular brands such as Laker, Red Cap and Formosa Springs Draft. Brick trades on the TSX under the symbol BRB.



23 July, 2008