Brick Brewing to capitalize on Canadian-owned status

 
    WATERLOO, ON, Feb. 22 /CNW/ - Brick Brewing Co. Limited (TSX: BRB) today
responded to further recent industry consolidation by announcing plans to
emphasize its unique Canadian status in upcoming company messaging and
marketing campaigns.
    "When I founded Brick in 1984, the Ontario market was characterized by
nearly 100% Canadian ownership," said Jim Brickman, Executive Chairman of the
Company. "Regrettably the vast majority of beer consumed in Ontario is now
produced by foreign-owned firms. With the recent industry announcement of
further consolidation Brick Brewing will soon be Ontario's largest
Canadian-owned and Canadian-based publicly held brewery."
    "As the brewery that launched innovations like Ontario's craft brewing
renaissance in 1984, Red Cap in stubbies in 2002, and helped to spark the
province's value-beer revolution today, we now feel we have the responsibility
to build awareness for the importance of Canadian-owned brewing," commented
Doug Berchtold, President and CEO. "Not only do we create Canadian jobs,
support the local economy and pay taxes in Canada, our profits stay in Canada
unlike foreign owned breweries," he added.
    Brick's status as it becomes Ontario's largest Canadian-owned and
Canadian-based publicly held brewery represents a tremendous marketing
opportunity, particularly for its value priced Laker brands. "We intend to
illustrate to value beer drinkers that Laker will soon become the leading
Ontario Buck A Beer(TM) brand competing against the multitude of old-line
foreign owned beer producers. We intend to position Laker as the true
all-Canadian champion of the value beer category," added Mr. Berchtold.
    Over and above the marketing opportunity, Mr. Berchtold also expressed
excitement about Brick's public market status. "We are pleased that we are
emerging as the only locally owned Ontario public brewing company," he said.

    About Brick Brewing

    Brick Brewing Co. Limited will soon be Ontario's largest Canadian owned
and Canadian based publicly held brewery. The Company is a regional brewer of
award winning premium quality beers. The Company, founded by Jim Brickman in
1984, was the first craft brewery to start up in Ontario, and is credited with
pioneering the present day craft brewing renaissance in Canada. Brick has
complemented its J. R. Brickman Founders' Series and Waterloo Dark premium
craft beers with other popular brands such as Laker, Red Cap and Formosa
Springs Draft. Brick trades on the TSX under the symbol BRB. Visit us at
www.brickbeer.com.

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For further information: Doug Berchtold, President and CEO, Tel: (519)
576-9100 X247; Jim Brickman, Executive Chairman/Founder, Tel: (519) 576-9100
X232; E-mail: finance@brickbeer.com