Small brewing company makes the big boys cry....again

TORONTO, Nov. 9 /CNW/ - Manjit and Ravinder Minhas announce the introduction of the Boxer Lager into Ontario. This is a bold expansion move for the sister-brother team in their late 20s, who have already shaken up the beer business in Alberta, Saskatchewan and Manitoba by capturing a significant market share of the take home beer business. This is welcome news for the Ontario consumer hit hard by the deep economic recession.

Boxer Lager with 5% alc./vol. is now available in all 440 "The Beer Stores" throughout Ontario. Their strategy is different from other "value" brand brewers in Ontario in that they sell their beer at the "Lowest Legal Price" and only in cans. Boxer Lager is priced at $15.80 for 12 pack of 355 mL cans, including all taxes and refundable deposits.

Boxer Lager is made with Western Canadian 2-row barley malted in Biggar, Saskatchewan. Sold only in Canada, its recipe was especially created to satisfy the unique maltier-tasting beer that is preferred by most Canadians. It has very quickly become the fastest growing beer brand in Western Canada.

They launched into the Alberta liquor business in 1999, just over the legal drinking age of 18 years in the province. With their tremendous success, they were soon able to purchase a multi-faceted craft brewery based in the beautiful town of Monroe, Wisconsin, making them the youngest Brewery owners in the world. The Brewery immediately undertook a massive capital investment and expansion program. This resulted in growing 1000% in just a few years - breaking the brewery's all-time records of the last 164 years.

The siblings are well known for taking the big brewers head-on and offering premium quality brews at aggressive prices. They utilize edgy ads and offer consumers Boxer Lager billed as the "Beer of Champions". The young entrepreneurs also conceive, produce and personally appear in their TV ads that advertise Boxer Lager and extol the virtues of beer in cans versus bottles. The commercials will soon be aired on all major network and specialty channels and will generate 100 million impressions over the next 6 months in the Ontario market. This will be followed with an aggressive print and radio media campaign.

Their marketing campaign is designed to sway Ontario's beer drinkers to reinvent the Ontario beer industry by becoming more can-centric - thus spurring a major shift from the bottle driven sales volume preferred by the major brewers. The same strategy succeeded in causing many beer drinkers to switch from bottles to cans in Alberta, Saskatchewan and Manitoba.

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