BRICK BREWERY PUTS YELLOW LABEL LAGER IN STUBBY BOTTLES
By Adnews Staff
Brick Brewery of Waterloo, ON has begun distributing its Brick (yellow label) Lager in stubby bottles. It is the second brand to be distributed in the bottles, the first being the Red Cap Stubby. Red Cap was re-launched in April in conjunction with the return of the stubby bottle. Prior to the rollout of the yellow label lager to Ontario Beer Stores, the brand had only been available on draught in test markets in the province. "We wanted to test the likeability and drinkability of our new lager before going to full scale bottle production," said Brick Brewery founder and president Jim Brickman. "Response to Brick Lager was immediate and positive, and with the success of re-launching the Red Cap Stubby it was only natural to complement the Ale with a Lager." Inserts in Brick beer packaging will appear next week. Advertising on Hi there Media Inc.'s outdoor video screens will begin later this month. Created in-house, promotion for the Brick Lager in stubby bottles will run on screens in Toronto, Niagara Falls, Cambridge and Hamilton. Radio advertising and possibly print will also start in mid-August.