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SAN ANTONIO -- Canada's Moosehead Breweries Ltd. has extended its U.S. importing and marketing partnership with The Gambrinus Co.
The agreement is for 10 years, the companies said, and strengthens the business relationship between the two to insure the continued development of the Moosehead brand in the United States. The companies said the deal would allow Moosehead, a family-owned brand distributed in all 50 states, to become an even more visible force in coming years.
"This extension shows our confidence in The Gambrinus Co.'s ability to build successful brands," said Derek Oland, Moosehead Breweries' chief executive. "Since we started working with Gambrinus in 1997, they have earned our confidence by applying sound marketing principles to the Moosehead brand and generating positive sales growth."
Gambrinus has focused the last five years on reconnecting the brand with consumers. Today the brand successfully competes against some of the top premium imports.
"Our philosophy behind growing and nurturing brands requires long-term resolve and commitment," said Carlos Alvarez, president and CEO of the Gambrinus Co. "This extended agreement shows that Moosehead Breweries has that same commitment. They have been a great business partner and we are proud to watch over and grow their family business here in the United States."
Moosehead's evolution in the United States can be attributed to The Gambrinus Co.'s strategies and aggressive marketing initiatives. The San Antonio-based company has worked to enhance the brand's personality with consumers through outdoor, print and radio advertising. The beer has become most popular with upscale beer drinkers who enjoy the outdoors. Accordingly, Moosehead's marketing and advertising reflect that.
"Our consumers have a love of the outdoors and live life to the fullest every day, so we try to have as much fun with the brand as they do," said Charlie Paulette, Moosehead's brand manager. "We're not just another Canadian brand, and our consumers know that."