MICROBREWER AIMING TO INCREASE MARKET
By Adnews Staff
Vincorp Marketing Consultants is helping Calgary-based Bow Valley Brewing Company expand its Alberta market. Vincorp, which has offices in Edmonton and Calgary, has become the sales representative for the brewer's Premium Lager beer. The goal is to bulk up Bow Valley sales so that the brewer is doubling current production and distribution by Christmas. Bow Valley has been selling its beer only in Alberta, on draft since April and in bottles since June. Currently it is available in 85 liquor stores and in 40 to 50 bars and restaurants. The brewer has no plans on making any other brands until the original is established. Bow Valley doesn't do any media advertising. It runs point-of-sale promotions such as sampling and T-shirt giveaways, handling them in-house. And it has been active on the event marketing scene. Bow Valley was the exclusive beer sponsor this fall for the Calgary Philharmonic Mozart on the Mountain concert and was the only sponsor of the third annual Taste of Banff event. In addition, Bow Valley Premium Lager was voted Best Beer of the Show at Calgary's first Wine and Food Festival.