Moosehead is amidst a brand refresh , expected for the first half of 2024 .
THE LASTING APPEAL OF CANADIAN BEER
by KYLE SWARTZ
Canadian beers of all kinds continue to resonate with U . S . consumers . From emerging craft brands to off-the-wall releases to macro mainstays , products from up north have found a welcome home down south across the border . Especially in places like New England , Ohio and other upper midwestern states . Why is this ? A number of factors fuel the enduring strength of Canadian beer in America .
For one , the category taps into the general popularity of imported brews . That broad category was up 8.8 % versus last year in the last 48 weeks of chain store scans , according to data provided for this article by the Canadian producer , Moosehead Breweries . Of course , much of that growth is made up of the explosive rise of Mexican beers . Canadian itself was up 3.2 % versus last year , still a healthy gain at a time when the overall beer category is largely flat or down .
HERITAGE AND PROVENANCE
Another factorcontributing to good sales is the impressive heritage Canadian brands . Moosehead was founded in Saint John , New Brunswick , in 1867 . The company is still privately owned and operated by the Oland family , now in its sixth generation of ownership .
Other Canadian breweries enjoy similarly rich histories .
“ Labatt was founded in 1847 ,” points out Jason Folaron , brand manager for Labatt USA . “ Molson was founded in 1786 . That ’ s before Anheuser Busch , Miller or Coors were founded . There ’ s real heritage and history behind Canadian beer .”
Which helps at a time when many U . S . consumers gravitate towards brands with interesting backgrounds that are fun to learn about .
“ We ’ re definitely going to talk more about the history of Labatt in our marketing and promotions in 2024 and 2025 ,” Folaron says . “ Retro is massive right now . We ’ ve been asked to bring back our retro stubby bottles . Younger consumers are looking for heritage in brands , but in a unique and updated way .”
“ We ’ re also going to talk more about the ingredients , this and next year ,” he adds .
Here is another differentiator for Canadian beers : the appeal of provenance from up north .
“ Canadian barley just tastes different than other beers ’ barley ,” Folaron says .
Canada and its beautiful environment both serve as superb branding tools .
“ Moosehead continues to resonate with its American drinkers through a shared love of great beer and the great outdoors ,” says Stephanie Wardell , Moosehead director of commercial transformation .
Agreeing with her is Evan Cohen , the president and CCO of the
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