Canada: Brick Brewing to capitalize on Canadian-owned status in upcoming campaigns

Brick Brewing Co. Limited responded to further recent industry consolidation by announcing plans to emphasize its unique Canadian status in upcoming company messaging and marketing campaigns, according to company’s press release, February 21.

"When I founded Brick in 1984, the Ontario market was characterized by nearly 100% Canadian ownership," said Jim Brickman, Executive Chairman of the Company. "Regrettably the vast majority of beer consumed in Ontario is now produced by foreign-owned firms. With the recent industry announcement of further consolidation Brick Brewing will soon be Ontario's largest Canadian-owned and Canadian-based publicly held brewery."

"As the brewery that launched innovations like Ontario's craft brewing renaissance in 1984, Red Cap in stubbies in 2002, and helped to spark the province's value-beer revolution today, we now feel we have the responsibility to build awareness for the importance of Canadian-owned brewing," commented Doug Berchtold, President and CEO. "Not only do we create Canadian jobs, support the local economy and pay taxes in Canada, our profits stay in Canada unlike foreign owned breweries," he added.

Brick's status as it becomes Ontario's largest Canadian-owned and Canadian-based publicly held brewery represents a tremendous marketing opportunity, particularly for its value priced Laker brands. "We intend to illustrate to value beer drinkers that Laker will soon become the leading Ontario Buck A Beer(TM) brand competing against the multitude of old-line foreign owned beer producers. We intend to position Laker as the true all-Canadian champion of the value beer category," added Mr. Berchtold.

Over and above the marketing opportunity, Mr. Berchtold also expressed excitement about Brick's public market status. "We are pleased that we are emerging as the only locally owned Ontario public brewing company," he said.

About Brick Brewing

Brick Brewing Co. Limited will soon be Ontario's largest Canadian owned and Canadian based publicly held brewery. The Company is a regional brewer of award winning premium quality 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 Founders' 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.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .