Big Rock Brewery Income Trust

Big Rock Brewery Income Trust


June 30, 2005 10:58 ET

Big Rock Brewery Announces a New Look for its 20th Anniversary

CALGARY, ALBERTA--(CCNMatthews - June 30, 2005) - This summer Big Rock Brewery (TSX:BR.UN) is celebrating 3 big anniversaries in a big way. 2005 marks Big Rock's 20th anniversary as a brewery; Ed and Linda McNally's 50th wedding anniversary; and Alberta's Centennial.

To commemorate the anniversaries Big Rock is unveiling new packaging, to celebrate the heritage of Alberta's original premium beer. "When the brewery started 20 years ago, I believed a distinctive beer needed distinctive packaging" said Ed McNally Founder of Big Rock Brewery. In 1985, McNally commissioned Calgary artist Dirk Van Wyk to create something out-of-the-ordinary for the out-of-the-ordinary beer that Big Rock would produce. The new package design revealed today is founded on that original artwork.

"When a fella turns 20 he starts thinking about the future and takes stock of his past; he thinks about the people who've touched his life and the lives he's touched; and, he buys himself a decent suit." Ed McNally on Big Rock turning 20 and getting new packaging.

In order to introduce the new look, Big Rock has launched its largest ever multi-media advertising campaign for Grasshopper Wheat Ale, including billboard, radio and washroom advertising.

"Our objective with this campaign is to re-introduce Big Rock as the local import. The Alberta beer market is sophisticated, consumers enjoy quality beer, and many people forget that one of Canada's best premium beers, Grasshopper, is brewed right here in Alberta." said Mike Hogan, Vice President, Sales and Marketing.

The campaign hints at Grasshopper's German influence using fictitious European town names to remind people where it's really brewed - Brewed Rhyteer, Brewed in Aur Prawvince, Brewed Uppdablok.

The campaign will include scratch and win bottles, where Albertans can instantly win a trip to the European style brewery in Calgary.

Big Rock is a regional producer, marketer, and distributor of bottles, cans, and kegs of premium quality specialty beers, also known as craft beers. The Company has sales and distribution facilities at its brewery in Calgary, Alberta as well as in Edmonton, Alberta. The Company also has sales representatives resident in British Columbia, Saskatchewan and Manitoba and sales agents in Ontario, Nova Scotia, and Newfoundland.

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