RJ Brewers and Mcauslan Brewing: a new partnership


    MONTREAL, June 4 /CNW Telbec/ - RJ Brewers and McAuslan Brewing, leaders
in the Quebec microbrewery industry, are proud to announce their new business
partnership to their clients, suppliers and employees. Their association will
specifically affect sales and marketing of their respective brands both in and
outside Quebec.
    Following the reorganization of Moosehead in Quebec, RJ Brewers purchased
outstanding minority stock held by Moosehead in McAuslan Brewing. Moosehead
beer will continue to be brewed and distributed by McAuslan. The sales forces
of the two breweries will soon combine their efforts regarding restaurant and
bar clients.
    For Philippe Jaar, vice-president of RJ Brewers, "The microbrewery market
is presently expanding in Quebec. Consumers have become connoisseurs and are
constantly looking for distinctive, quality beers. Our two breweries have been
producing just such quality products for more than 20 years. Our brands
complement each other and offer a wide choice for consumers eager to try
something new."
    Peter McAuslan, the major shareholder of McAuslan, adds "The time is well
chosen for microbrewers to join forces in order compete effectively with major
brewers who are now part of international conglomerates. This 100%-Quebec
partnership will enable us to create synergies in sales, marketing and
distribution."
    Over the past few weeks, the two met with all of their respective
employees and partners. The news was enthusiastically received. The
partnership will enable the two brewers to increase their market share and
create a climate for orderly growth over the coming years. "We will continue
to offer our consumers beers with personality and character, suited for true
beer lovers. This has been our point of distinction and our strength",
concluded Messrs McAuslan and Jaar.
    Thanks to innovation and the unfailing commitment of their employees to
consistently produce, sell and distribute beers of the highest quality, these
two brewers have become major players in the Quebec market. Together they
represent nearly 5% of the total beer market in Quebec and boast a portfolio
of brands that are leaders in their respective segments. RJ Beers produces and
distributes Belle Gueule, Cheval Blanc, la Tremblay and specialty beers such
as Coup de Grisou and Blonde d'Achouffe. They also distribute BitBurger and,
more recently, Tuborg and Carlsberg. McAuslan Brewing produces and distributes
St-Ambroise, Griffon, McAuslan and Moosehead.



For further information: Katherine Fortier, (514) 282-2080,
katherine@morrow.ca