The Ontario Craft Brewers
June 02, 2005 11:05 ET
25 ONTARIO CRAFT BREWERS FORM A MARKETING COOPERATIVE
$5 Million in Funding from Ontario Government to Contribute to Job Creation and Marketing
Attention: Assignment Editor, Business/Financial Editor, Food/Beverage Editor, News Editor
TORONTO, ONTARIO --(CCNMatthews - June 2, 2005) - Today, 25 small brewers from communities throughout Ontario announced the formation of a cooperative marketing association called The Ontario Craft Brewers.
At an event today, the Government of Ontario announced $5 million in funding over five years to support the Ontario Craft Brewers' marketing campaign to introduce their diverse portfolio of 102 world-class beers and share the passion of Ontario's craft brew masters with beer drinkers.
The Ontario Craft Brewers have teamed up to increase awareness of the craft beers produced in Ontario, and grow their share of the Ontario beer market from 4% today to 12% by 2014.
As a result of the $5 million funding and the group's cooperative marketing strategy, the Ontario Craft Brewers expect at least 1,000 new brewery jobs to be created by 2014, in addition to their current employment of 600 people. With its 4% share of the Ontario beer market, the industry employs 20% of all direct brewery jobs in Ontario.
"This investment is about helping Ontario's home grown brewing industry succeed in a very competitive marketplace," Ontario Minister of Economic Development and Trade Joseph Cordiano said. "Increased sales by Ontario microbrewers will contribute to our economic growth, create new jobs, and strengthen communities across Ontario."
"The Ontario Craft Brewers would like to thank the Government of Ontario and Minister Cordiano for their support and belief in the future of Ontario craft beers, and the economic potential of our small businesses for continued growth and job creation," said John Hay, president of the Ontario Craft Brewers.
Continued Hay: "With our diverse portfolio of high quality, distinctive beers, the Ontario Craft Brewers are well-positioned to capitalize on the growth in the premium beer category and consumer demand for high quality products. In the past year alone, sales of premium beers in Ontario have grown more than 5%."
The 25 member breweries also benefit from joint marketing and advertising campaigns, and efficiencies such as lower costs achieved through cooperative purchasing and shared suppliers.
The Ontario Craft Brewers recently launched a marketing campaign focusing on the variety of tastes and styles offered by Ontario craft beers, and the people and communities behind the beer. The campaign's slogan is "Taste. The Difference." The campaign includes print and radio advertising, and an Ontario craft beer website at www.ontariocraftbrewers.ca.
"With the Government of Ontario's support, we'll be able to introduce Ontario beer drinkers to a new world of great-tasting beers. We know that when people try Ontario craft beers, they love them," said Hay.
The Ontario Craft Brewers
The Ontario Craft Brewers are a group of 25 small brewers that are dedicated to brewing great tasting beer in Ontario. The 25 members of The Ontario Craft Brewers brew their beers locally in communities throughout Ontario - from Carleton Place to Windsor and St. Catharines to Bracebridge. Ontario craft beers can be found at the breweries' on site retail stores, pubs, restaurants, and select LCBO and The Beer Store locations throughout Ontario.
For more information on The Ontario Craft Brewers, visit www.ontariocraftbrewers.ca.
/For further information: Visit www.ontariocraftbrewers.ca /