Signs memorandum of understanding putting agreement in place to end
operations of Direct Cellars Beverage Co. by January 31, 2009.
WATERLOO, ON, July 18 /CNW/ - Brick Brewing Co. Limited (TSX: BRB)
announced today that it has entered into a memorandum of understanding to
separate from the operating activities of Direct Cellars Beverage Co., the
sales agency that represents Brick Brewing's brands in Ontario.
The transition will begin immediately with all elements completed by
January 31, 2009 coincident with Brick Brewing's fiscal year end. Effective
February 1, 2009 Brick Brewing will have a dedicated sales force focusing
exclusively on its beer and strategic partner brands.
"Direct Cellars has been an important part of Brick Brewing's historic
growth and for that I would like to thank all members of the Direct Cellars
team," commented George Croft, Brick Brewing President and CEO. "However, for
Brick Brewing to optimize revenue and volume growth in the future we will be
launching a new 'Go To Market Strategy' with the first step being the
development of a Brick sales organization which will focus on our beer brands
and partner brands both at retail and on-premise. In order to gain competitive
advantage we need to have a sales team that is focused with clear
accountability and a sense of ownership deep in the organization" added Croft.
"The partnership with Brick Brewing has been beneficial for the partners
however we respect the need to adapt to Brick Brewing's changing
requirements," said Rick Doyle, President of Direct Cellars. "We will work
together to transition the wine representation business by year end," he
About Brick Brewing
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 and value 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 Founder's 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. Visit us
For further information:
For further information: George Croft, President & CEO, Brick Brewing
Co. Limited, (519) 576-9100 Ext. 242; Rick Doyle, President, Direct Cellars
Beverage Co., (519) 859-7375, E-mail: email@example.com