Moosehead makes waves with launch of Cracked Canoe

    TORONTO, April 21 /CNW/ - Moosehead Breweries Limited today dipped its
paddle firmly in the premium light-beer category with the national launch of
its newest brand, Cracked Canoe.
    Moosehead says its new brand is aimed at an emerging beer-drinking
demographic: more mature consumers who want the refreshment of beer but with
fewer calories and less alcohol content. Cracked Canoe contains just 3.5 per
cent alcohol by volume (versus four per cent for most light beer) and less
than 100 calories per 355 ml serving.
    Industry trends indicate a growing number of North Americans are
attracted to the smooth taste and lower calorie count of light beer. "We
identified an opportunity in the market place for a light premium domestic
beer, in particular among men and women 30 and over who are purchasing premium
brands," says Moosehead President Andrew Oland, the sixth generation Oland to
take the helm of Saint John-based Moosehead. "No one can deny the simple
pleasure of enjoying a premium beer on a hot summer day. With Cracked Canoe
Canadians can now get that satisfaction from their own national brewer.
    "We believe Cracked Canoe is better than all other premium light beer
available today," Oland noted.
    Cracked Canoe builds on Moosehead's reputation around the world as a
leading Canadian brand. There are few symbols more recognizable in Canada than
Moosehead beer and canoes. "Both are meant to be enjoyed responsibly," added
    Cracked Canoe by Moosehead will be launched nationwide in both 355ml
12-can packs and in distinctive 6- and 12-bottle packs in May. It is the first
brand in Canada to be sold in the 355 ml sleek can which is taller and more
slender than the standard beer can.

    Moosehead Breweries Limited traces its roots to 1867 and is the largest
Canadian-owned brewery. Moosehead sells its beer throughout Canada, the United
States and in 15 countries around the world.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at
    Additional archived images are also available on the CNW Photo Archive
    website at Images are free to accredited
    members of the media/

For further information:

For further information: Joel Levesque, Vice President Public Affairs,
T: (506) 635-7087, C: (506) 650-1777, E:

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