Direct Cellars completes three new agreements to represent multiple
WATERLOO, ON, April 10 /CNW/ - Brick Brewing Co. Limited (TSX: BRB)
announced today that it has significantly enhanced its sales agency business
through its affiliate Direct Cellars Beverage Co. (DCB), which has completed
three new representation agreements. The new brands to be represented are
expected to add significantly to DCB's sales in the short term, with the
potential for significant longer-term growth.
DCB's new agreements are with Diamond Estates Wine & Spirits Ltd. of
Beamsville, Ontario, Flat Rock Cellars of Jordan, Ontario and Wellington
County Brewery of Guelph, Ontario.
Under the agreement with Diamond Estates, DCB will represent Diamond
Estates' brands in licensed establishments in Ontario as well as joint venture
retail sales projects in select areas of Ontario. Among the portfolio of
brands are the wines of Niagara Cellars' Lakeview Cellars, East Dell Estates,
as well as imports Kendall-Jackson, Long Flat, Fat Bastard wines and Patron
Tequila. "This agreement enables us to leverage Brick's strength in Ontario
licensed establishments," said Murray Marshall, President and CEO of Diamond
Estates. "By partnering with Brick's sales force, we can ramp up our sales in
this segment much more quickly than would otherwise be possible."
The agreement with Flat Rock Cellars is for both the LCBO and licensed
establishments in Ontario. Flat Rock's high quality wines have an established
and excellent reputation with premium wine drinkers in Ontario and Brick's
distribution strength will bring these fine wines to a broader audience.
"Direct Cellars' commitment to selling excellence was a natural fit to our
unwavering commitment to producing the finest wines in Ontario," said Ed
Madronich, President of Flat Rock Cellars.
DCB's agreement with Wellington County Brewery is for LCBO distribution.
Wellington's brands, including Trailhead Lager, County Ale and Special Pale
Ale, are performing well in the licensee market and DCB's strong position in
the LCBO channel is expected to enhance Wellington's share of this important
sampling and take-home market for premium craft beers. "We are really pleased
to team up with another Ontario craft brewer," said Mike Stirrup, President of
Wellington County Brewery. "Direct Cellars' expertise in this important
channel will improve the availability of our brands at the LCBO."
"These agreements are part of our ongoing strategy to increase DCB's
portfolio of significant brands and to leverage DCB's growing strengths in the
licensee and LCBO channels," said Doug Berchtold, President and CEO of Brick
Brewing. "The addition of these brands both strengthens our current position
in the market and affords increased opportunities for market share expansion."
About Direct Cellars Beverage Co.
Direct Cellars Beverage Co. represents a variety of alcoholic beverages
brands to the LCBO and licensed establishments, including Brick, Big Rock and
High Falls Brewing, and imported Ukraine brands from Multiculture BEVCO. Brick
Brewing Co. Limited acquired a 50% ownership in Direct Cellars in 2005 when
the agency represented its brand and Brick is building the agency by
attracting a variety of other brands to it. DCB's web site is at:
About Brick Brewing Co. Limited
Brick Brewing Co. Limited is Ontario's largest Canadian-owned and
Canadian based publicly-held brewery. The Company is a regional brewer of
award winning premium quality beers. The Company, founded by Jim Brickman in
1984, was the first craft brewery to start up in Ontario, and is credited with
pioneering the present day craft brewing renaissance in Canada. Brick has
complemented its J. R. Brickman Founders' Series and Waterloo Dark premium
craft beers with other popular brands such as Laker, Red Cap and Formosa
Springs Draft. Brick trades on the TSX under the symbol BRB. The Company's web
site is at: www.brickbeer.com.
All statements in this press release that do not directly and exclusively
relate to historical facts constitute forward-looking statements as of the
date of this press release. These forward-looking statements include the
statements concerning potential sales, product demand, distribution and market
share. These forward-looking statements are not guarantees and are based on
management's expectations regarding improved sales and that product demand
will continue to grow. Although the Company believes these forward-looking
statements are based on information and assumptions which are reasonable there
are a number of factors which could cause actual results to vary from current
expectations, including operational and distribution issues or reduced product
demand. The forward-looking statements included in this press release are made
only at the date of this press release and the Company does not undertake to
publicly update these forward-looking statements to reflect new information,
future events or otherwise.
For further information:
For further information: Doug Berchtold, President and CEO, Tel: (519)
576-9100 X247; Jim Brickman, Executive Chairman/Founder, Tel: (519) 576-9100
X232, E-mail: email@example.com