Labatt

Labatt

June 29, 2005 10:59 ET

For beer drinkers, seeing red will be a good thing this summer

Keith's Red Amber Ale to launch just in time for Canada Day celebrations Attention: Business/Financial Editor, Food/Beverage Editor, Lifestyle Editor, News Editor HALIFAX, NOVA SCOTIA--(CCNMatthews - June 29, 2005) - Beer drinkers in the Maritimes will be rolling out the red carpet this week to welcome a new choice in the specialty beer segment. Alexander Keith's and the Oland Brewery have announced a new permanent addition to the Keith's family of quality beers, Keith's Red Amber Ale.

Launching officially on June 30th, Keith's Red will be available in Nova Scotia, New Brunswick and PEI in draught, and in Nova Scotia and New Brunswick in 12-bottle packs. The new brew is an amber ale with rich red overtones and is crafted using the finest quality ingredients, living up to the same high standards and long-standing brewing tradition that have made Keith's India Pale Ale famous - first in the Maritimes and now across Canada as well.

"Consumers have been looking for more variety in their choices of beer, with many turning to red ales," said Bill Scollard, marketing manager with the Oland Brewery in Halifax. "Keith's Red is a great new beer that offers a true premium experience and a little more flavour. We know that beer lovers care about taste and, as always, we took the time to get it right."

Chris Mosher, manager of the Labatt Beer Institute Atlantic Canada, characterizes Keith's Red as a refreshing amber ale with a moderate body and a crisp, clean bitter finish not found in other red beers.

"The red beer segment has doubled in size in the last two years," said Mosher. "With Keith's Red we are very excited to be providing a new choice for red beer drinkers in our home market."

Scollard added, "We don't launch extensions of the Keith's family very often. We have an incredibly high quality position to uphold, with a strong focus on heritage, quality and authenticity. Keith's Red is a top-notch specialty beer that builds on everything the Keith's brand represents. It's sociable, unpretentious, rooted in tradition, spirited and proudly Nova Scotian."

Like all other beers in the Keith's portfolio, Keith's Red will be brewed exclusively at the Oland Brewery in Halifax. The Nova Scotia flag is proudly displayed on every Keith's Red label.

Keith's India Pale Ale is Nova Scotia's most popular beer and the number one specialty beer in markets across Canada.

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For more information, please contact:

Margaret Poole
(902) 443-1410/cell (902) 456-4521
poolecom@ns.sympatico.ca
IN: FOOD

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