Big Rock Brewery Inc.
TSX : BR

Big Rock Brewery Inc.
Big Rock Brewery Ltd. Partnership

March 01, 2011 10:00 ET

Big Rock's New Dress Code

CALGARY, ALBERTA--(Marketwire - March 1, 2011) - Big Rock Brewery Inc. (TSX:BR) today has officially unveiled the new redesign of all it's products displaying a dedicated emphasis to Big Rock's artistic origins.

When Big Rock first started brewing back in 1985, the logos of its original three beers, Bitter, Porter and Traditional Ale were all hand-painted by local Calgary artist and calligrapher, Dirk Van Wyk. Over the years, Dirk was also called upon to paint other Big Rock beer labels, including its Warthog and Grasshopper Wheat Ale. Several months ago Dirk was commissioned by the Brewery to hand-paint all of Big Rock's labels, keeping Dirk's original artwork, resulting in a new uniform look that pushes his artistry and Big Rock's craft roots back into the forefront.

"Initially Ed asked Dirk to design pieces of art that were fresh, unique and beautiful like the beers Big Rock would create," said Shelagh McNally, Manager of Special Projects at Big Rock Brewery and the lead on the redesign project. "The labels were designed to communicate handcrafted quality, setting Big Rock apart from other beers available."

Each piece of art is prominently displayed on all bottles and cans within Big Rock's family of products, and is further accentuated by a distinctive black background that frames each individual label.

"Big Rock's passion has always been about the beer, but this company's soul has always been about the community," said Bill McKenzie, President of Big Rock Brewery. "This new look symbolizes and demonstrates our dedication to building and being part of well-rounded thriving communities and that can't exist without support for the arts."

The inspiration for the redesign is the last element within a year of celebrations at Big Rock honouring the company's 25th anniversary. Since September 23, 2010, Big Rock employees have been a part of several events internally and externally to celebrate this momentous milestone. The new packaging is a symbol of how far we've come while still honouring our beginnings.

About Big Rock Brewery Inc.

Big Rock Brewery Inc. - headquartered in Calgary, Alberta - produces premium, all-natural craft beers. As Canada's leading craft brewer Big Rock boasts a family of twelve exceptional ales and lagers (including their newest brew IPA), Rock Creek dry apple cider and an ongoing selection of seasonal beers soon to be unveiled in the new Brewmaster's Series. Big Rock products are sold in nine provinces and three territories in Canada and oddly enough they are also available in Korea. For more information on Big Rock Brewery Inc. please visit bigrockbeer.com.

Note to Photo Editors: Photography of all new labels and packaging is available upon request.

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