OKANAGAN INTRODUCES NEW LAGER
By Adnews Staff
Okanagan Spring Brewery of Vernon, BC, has introduced a new premium craft beer called 1516 Bavarian Lager. According to the brewery, the name refers to the Bavarian Purity Law issued in Germany on April 23, 1516, which states that beer can only be made using four ingredients: barley, hops, yeast and water. The beer will be sold in liquor stores, beer and wine stores and bars and restaurants in British Columbia and Alberta in six-packs and on tap. Its launch is being promoted with print ads displaying the copy "In 1516, the Bavarian Purity Law was a radical idea. Remarkably, it still is." and "Back in 1516 the ruling class passed a purity law to create a better beer. Now that's responsible government." The tagline is "Introducing 1516 Bavarian Lager." The print advertising will be accompanied by radio and in-store promotion and a product Web site at <http://www.1516.ca>. In-stores, customers will receive a 1516 Bavarian tumbler with the purchase of a six-pack of 1516 Bavarian Lager and any other Okanagan Spring Brewery six- or 12-pack. The brewer's other products include Extra Special Pale Ale, Premium Lager, Old English Porter, Classic Nut Brown Ale and Honey Blonde Ale. Also, Okanagan will host a by-invitation-only party on the anniversary of the Bavarian Purity Law at the Sandbar on Granville Island on April 23. Consumers can win tickets to the party through radio promotions. Advertising for Okanagan Spring Brewery is done by Grey Worldwide Northwest of Vancouver.