MOLSON SELLS LAKER TO BRICK
By Adnews Staff
Just three months after buying the Laker brand of beer, Toronto-based Molson Breweries is off-loading it to the Brick Brewing Co. of Waterloo, Ont. for $3 million. The deal involves cash and a minority stake in Brick. The craft brewer will pay Molson for the Laker brand with cash payments over a period of up to four years, as well as an unspecified number of Brick shares. The Laker brand will increase Brick's production by 35%. It is easier for Brick to produce Laker beer because it is a smaller brewery and Laker has short production runs. Advertising for Brick is done in-house. Its main brands are Brick Premium Lager, Red Baron and Waterloo Dark. Molson bought Laker from Lakeport Brewery of Hamilton, Ont. It had not given the brand an agency.