MOOSEHEAD SELECTS NEW U.S. DISTRIBUTOR
By Adnews Staff
Moosehead Breweries Ltd. of Halifax has selected The Gambrinus Company of San Antonio, Texas to act as the exclusive distributor of Moosehead beer in the U.S. The 10-year contract becomes effective April 1, 1997. The Guinness Import Company of Connecticut was the incumbent holder of the U.S. distribution licence. Ron Christesson, Gambrinus' marketing director told Adnews Moosehead selected a new distributor because it was unhappy with the sales figures for its beer in the U.S. Moosehead officials could not be reached for comment. Christesson said Gambrinus hasn't finalized its U.S. marketing plans. The company may conduct a U.S. agency search or hand the account to one of its roster agencies. Gambrinus also acts as a U.S. distributor for Mexico's Modelo Brewery, which includes Corona Extra and Corona Light. In addition, the company owns breweries in Oregon and Texas. In Canada, TBWA Chiat/Day Inc. of Toronto handles Moosehead's advertising. The agency won the account after a review that wound up in December.