Andrew Oland Delivers the Goods to Canadian Women

Now If Only Moosehead Brewed Men in Size 42" Chest, 36" Inseam, Malt Brown Eyes...

Moosehead President Andrew Oland recently hosted Canadian media at Toronto financial district favourite Canoe Restaurant for a very special announcement. Moosehead has launched a premium light-beer category with the national debut of its newest brand, Cracked Canoe. There are few symbols more recognizable in Canada than Moosehead beer and the great Canadian canoe. Cracked Canoe builds on Moosehead's reputation around the world as a leading Canadian brand. The new brand is aimed at an emerging beer-drinking demographic: more mature consumers who want the refreshment of beer but with fewer calories and less alcohol content. Check this stat ladies: Cracked Canoe contains just 3.5 per cent alcohol by volume (versus four per cent for most light beer) and less than 100 calories per 355 ml serving.

The light beer category didn't exist until 1973. Now, depending on whose statistics you believe,
light beer accounts for about half of the beer consumed in North America. Who's drinking all this light beer, and how did light beer redefine the market? The female demographic had much to do with it as women socially use beer in a very distinct way. Add the recent tendency toward health, calorie and carb-consciousness, and you have a perfect market for light beer. Most women like their beer cold, light and refreshing.

Industry trends indicate a growing number of North Americans are attracted to the smooth taste and lower calorie count of light beer. "We identified an opportunity in the market place for a light premium domestic beer, in particular among men and women 30 and over who are purchasing premium brands," says Moosehead President Andrew Oland, the sixth generation Oland to take the helm of Saint John-based Moosehead. "No one can deny the simple pleasure of enjoying a premium beer on a hot summer day. With Cracked Canoe, Canadians can now get that satisfaction from their own national brewer."

Cracked Canoe will be launched nationwide in both 355ml 12-can packs and in distinctive 6- and 12-bottle packs in May. It is the first brand in Canada to be sold in the 355 ml sleek can which is taller and more slender than the standard beer can. Moosehead Breweries Limited traces its roots to 1867 and is the largest Canadian-owned brewery. Moosehead sells its beer throughout Canada, the United States and in 15 countries around the world.

By Si Si Penaloza, Editorial Director, WOMAN.ca

Si Si Penaloza
		About the author:
		Si Si has cultivated strong ties with editors, producers and publishers at all major Canadian media outlets. She is a seasoned print, radio and broadcast specialist. Graduating Magna Cum Laude from Bowdoin College in Maine, Si Si moved to Manhattan to study Film at New York University. Her strengths lie in contextualizing relevant content for a broad audience. She's driven to stay competitive and at the top of the market - commissioning exclusive features and launching bold initiatives.
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