Alcool NB Liquor

Alcool NB Liquor launches domestic beer (09/03/12)

NB 299

March 12, 2009

FREDERICTON (CNB) - Two new private label domestic beers are now available to New Brunswick consumers. Alcool NB Liquor today became the first liquor board in Canada to offer private label beer when it launched its Selection brand.

photo(Multimedia)

"Selection Lager and Selection Light are exciting new additions to Alcool NB Liquor's beer portfolio," said Dana Clendenning, president and chief executive officer of Alcool NB Liquor. "We are proud to launch these premium-quality, low-cost brands, which are brewed for New Brunswickers by New Brunswickers.

"The Selection brands are brewed to Alcool NB Liquor specifications, using quality ingredients, and they are slightly drier than the typical lager and light beers, with a crisp, dry taste. They are light- to medium-bodied in colour, with a clean, fresh finish."

Alcool NB Liquor spokespersons acting as brand ambassadors will be at 17 stores throughout the province from 5 p.m. until 8 p.m. today. Customer tastings in all corporate stores will take place from 5 p.m. until 8 p.m. today and tomorrow, March 13, and from 3 p.m. until 7 p.m. on Saturday, March 14.

Mainstream domestic beer volumes were down in the latter half of 2008, due to the relatively poor summer weather, lower tourism numbers, and pricing in neighbouring jurisdictions.

"The launch of these two canned domestic beer products will guarantee that New Brunswick consumers have a low-cost, high-quality choice," said Clendenning. "Both products retail for $18.67 for 12 cans (355 ml)."

Four ingredients were used to brew the Selection brands: malt (barley), hops, water and yeast. The malt is 100 per cent western Canada barley. Two types of hops were used: the bittering hop, Nuggets, and the aroma hop, Hallertau.

The hop bitters in both brands are lower than a typical lager, and a special New Zealand hop was used to give the beer a slightly spicier, grassy aroma. The fermentation temperature is slightly higher than that for other lagers, creating slightly more fruity and floral aromas.

Selection Lager and Selection Light are brewed by Moosehead Breweries in Saint John, and they are available at all corporate stores and select agency stores. More information on both brands may be found at www.selectionlager.ca.

09/03/12

EDITOR'S NOTE: Following is a list of on-site Alcool NB Liquor spokespersons available from 5 p.m. until 8 p.m. today at various stores around the province. MEDIA CONTACT: Nora Lacey, Alcool NB Liquor, 506-292-2647.

On-site Alcool NB Liquor spokespersons and locations

Fredericton

Prospect Street: Dana Clendenning, 506-452-6820
Smythe Street: Jane Washburn, 506-452-6825
Brookside Mall: Sharon Caissie, 506-452-6821
Devon Park: Trevor Ingraham, 506-452-6822

Moncton area

Vaughan Harvey: Nora Lacey, 506-292-2647
Dieppe: Tammy Brideau, 506-852-2373
Moncton North: Paul Henderson, 506-476-7159

Saint John area

Parkway Mall: Rick Smith, 506-471-5466
Quispamsis: Jodie Marshall, 506-847-6110
Westwind: Greg Toner, 506-633-3941

Bathurst

Mario Michaud, 506-546-7590

Campbellton

Robert Noel, 506-476-9463

Edmundston

Cory Bernier, 506-737-4281

Woodstock

Gary vonRichter, 506-328-4190

Grand Falls

Dave Russell, 506-475-2260

Newcastle

Brad Cameron, 506-627-5980

Oromocto

Tim Seymour, 506-357-5090

09/03/12