Seagram Coolers Sponsor the Hamilton Tiger-Cats



KITCHENER, ON, April 29, 2013 /CNW/ - Brick Brewing Co. Limited (TSX: BRB) today announced an exciting new sponsorship between its Seagram brand and the Hamilton Tiger-Cats. The sponsorship grants Seagram exclusive pouring rights in the spirit-based cooler category at all concession stands, private boxes and suites where alcohol is sold throughout the stadium. The partnership also provides Seagram with in-stadium signage during each Ticats preseason, regular season and playoff home games.

"We couldn't be happier with this arrangement. The Ticats organization is the perfect fit for our family of Seagram all natural, pure spring water coolers" said Brick Brewing Vice President of Sales and Marketing Nick Relph. "The Hamilton Tiger-Cats are the embodiment of a hard work ethic, which is a driving force within our family of brewery employees."

"We're very excited to welcome Seagram onto our team. We're sure their products will be a hit with our fans throughout the hot summer season." said Matt Afinec, Senior Vice President, New Stadium Development - Partnerships, Ticketing & Premium Seating.

The sponsorship deal, which runs through the entirety of the 2013 season, is the first major sponsorship of this kind for Seagram. The partnership is expected to be cross-promoted through Seagram packaging, promotion, merchandising and advertising.

About Brick Brewing
Brick is Ontario's largest Canadian-owned and Canadian-based publicly held brewery. The Company is a regional brewer of award-winning premium quality and value beers and is officially certified under British Retail Consortium (BRC) Global Standards for Food Safety, one of the highest and most internationally recognized standards for safe food production. Founded in 1984, Brick Brewing Co. 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 Waterloo brand premium craft beers with other popular brands such as Laker, Red Baron, Red Cap and Formosa Springs Draft.  In March 2011, Brick purchased the Canadian rights to the Seagram Coolers and now produces, sells, markets and distributes Seagram Coolers across Canada.  Brick trades on the TSX under the symbol BRB. Visit us at

Forward-Looking Statements
All statements in this press release that do not directly and exclusively relate to historical facts constitute forward-looking statements as of the date of this press release. Forward-looking statements generally can be identified by the use of forward-looking terminology such as "may", "will", "expect", "intend", "anticipate", "seek", "plan", "believe" or "continue" or the negatives of these terms or variations of them or similar terminology. Although the Corporation believes that the expectations and assumptions reflected in these forward-looking statements are reasonable, undue reliance should not be placed on these forward-looking statements, which are not guarantees and are subject to certain risks, uncertainties and assumptions, which may cause actual performance and financial results to differ materially from such forward-looking statements. The forward-looking statements included in this press release are made only at the date of this press release and, except as required by applicable securities laws, the Corporation does not undertake to publicly update such forward-looking statements to reflect new information, future events or otherwise.

Image with caption: "Seagram Coolers Sponsor the Hamilton Tiger-Cats (CNW Group/Brick Brewing Co. Limited)". Image available at:

SOURCE: Brick Brewing Co. Limited

Nick Relph Vice President of Sales and Marketing 519-742-2732 x163