New Look for Laker Beer is Ontario Proud.

KITCHENER, ON, May 03, 2018 --

Laker Lager Laker Ice

Highlights:

• Laker Lager, Ice, Light and Red have a bold new look proudly featuring the Canadian Shield lakes that define much of Ontario’s landscape. 
• The Laker family of beers is made by Ontario’s largest Canadian-owned brewery.
• The new packaging design reflects the high product quality standards of Waterloo Brewing – which has the highest product quality standards of any craft brewer in Canada.

Waterloo Brewing, the trade name of Brick Brewing Co. Limited (“Brick” or the “Company”) (TSX: BRB), today unveiled a new look for its flagship Laker Beer.

“The time was right to change the look of the Laker brand,” said George Croft, President and CEO, Waterloo Brewing. “The image our packaging projected on the outside did not match the high quality of the beer inside. We wanted people to know Laker is a high quality, expertly brewed beer that happens to be a great deal. We wanted people to know Laker is proudly brewed in Ontario. And we wanted to pay tribute to the 250,000 lakes that are the defining characteristic of Ontario’s landscape. In fact, the name Ontario itself is a variation on the Iroquois word Onitariio, meaning "beautiful lake.” Freshwater lakes are our source of regional identity, outdoor recreation and not to mention the perfect place to enjoy an ice-cold Laker.”

“The competitive landscape in the beer category is changing dramatically and rapidly,” said Jim Manz, Director, Commercial. “With this new packaging we are ensuring Laker Lager, Ice, Light and Red are well prepared to better compete in a market in which the price gap between value beers and mainstream beers is closing. We want Ontario beer drinkers to know you can get a great quality beer produced right here in Ontario for a great price. And because we’re Canadian-owned, the jobs and money stay right here in the province.”
Laker Lager, Ice, Light and Red are available at LCBO, TBS and Grocery stores all over Ontario.

About Brick Brewing

Brick is Ontario's largest Canadian-owned brewery. The Company is a regional brewer of award-winning premium quality and value beers and is officially certified under the Global Food Safety Standard, 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 premium craft beers with the popular Laker brand.  In 2011, Brick purchased the Canadian rights to Seagram Coolers and in 2015, secured the exclusive Canadian rights to both LandShark and Margaritaville. In addition, Brick utilizes its leading-edge brewing, blending and packaging capabilities to provide an extensive array of contract manufacturing services in beer, coolers and ciders. Brick trades on the TSX under the symbol BRB. Visit us at www.brickbeer.com.

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.

Attachments

• Laker Lager
• Laker Ice

For further information:
Name: Jim Manz
Title: Director, Commercial
(519) 742-2732 Ext 163
E-mail: [email protected]