Canada: Brick Brewery starts importing beer

Brick Brewing Co. Limited, founded by Jim Brickman in 1984 announced on July 12 that besides brewing beer it will now start representing imported beer as well.

Brick has entered into an agreement of understanding to team up with High Falls Brewing Company of Rochester, New York to be their exclusive import agent for Ontario. High Falls is best known for their Genesee and JW Dundee families of beers. The award winning JW Dundee Honey Brown was one of the first Honey Brown beers in North America.

"Import beers make up a considerable share of the Canadian market," said Jim Brickman, Founder and Chairman of Brick. "We want to participate in this segment of the market and are very excited to be selected as the partner to import Genesee and JW Dundee beers into Ontario. These beers are well known and well liked by beer drinkers in Canada who travel to the United States."

Genesee Lager and Ice have been available in Ontario through LCBO stores but Brick plans to expand distribution to include The Beer Store and to increase promotional efforts for the Genesee brand family.

"Brick is well respected for their beers in Canada," said John Henderson, President and COO of High Falls Brewing Company. "They understand what it takes to make brands successful in Canada. Our companies are similar in many ways in that we are each focused on offering both a variety of high quality value and premium beers. We are looking forward to working with Brick to introduce more consumers to our excellent award winning beers." he added.

"We continue to successfully establish ourselves as a growing brewery in Ontario and are looking to use our networks and sales infrastructure to participate in the growing import segment of the market," said Doug Berchtold, President and CEO of Brick. "Genesee and JW Dundee beers are a fine complement to our domestic portfolio of beers."

Imported beers account for approximately 10% of all beers sold in Canada and about 15% of all beers sold in Ontario.

Brick Brewing Co. Limited is a regional brewer and distributor of award winning premium quality beers. The Company, founded by Jim Brickman in 1984, was the first craft brewery to start up in Ontario in recent decades. Brick has complemented its line of premium craft beers, Brick Amber, Pilsner, Yellow Label and Waterloo Dark with well known brands such as Laker, Formosa Springs Draft, and Red Cap Ale in the famous stubby bottle. Brick trades on the TSX under the symbol BRB. Visit us at www.brickbeer.com

High Falls Brewing Company was established in 2000 when it purchased the assets of the Genesee Brewing Company, which traces its roots back to 1878. High Falls is a privately owned regional brewer of award winning beers and has recently expanded its distribution network to cover all states in the continental US. It's portfolio of products includes the Genesee family -
Genesee Beer, Light, Ice, Red, NA and the award winning Cream Ale and the JW Dundee Family - Honey Brown, Pale Ale and Amber Lager.

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