Brick Brewing Co. Limited is quenching Ontario’s lust for lime with the launch of its citrus infused brew called Red Baron Lime, a brand extension of its flagship Red Baron Lager.
Waterloo, Ont.-based Brick developed the new label in response to consumer’s increasing thirst for lime-flavoured beer, explained Sean Dennis, marketing director, Brick Brewing Company.
“We looked at it and said if the Ontario market… is leaning towards this lime side, then we would enter that category,” he said.
Labatt Breweries of Canada introduced its Bud Light Lime label last June, while New Brunswick’s Moosehead Breweries announced that Moose Light Lime would be available in Ontario in time for the upcoming Labour Day long weekend–a promise that Brick is making as well.
“We’re making sure that as we roll this product out, that Red Baron Lime is going to be available in all 450 locations of the Beer Store prior to the Labour Day long weekend,” he said.
When creating the beer, Brick reviewed the flavour profile, availability and price of its competitors. The company also conducted a taste panel that compared the different fruit flavoured beer options currently available.
“One of the things that came through loud and clear was they didn’t want it to be this really heavy lime flavoured beer, but they wanted the right amount of citrus finish on it,” said Dennis.
“We spent a lot of time dialing that in to make sure… you’ve got a product that was going to have that lime flavour but would literally have zero aftertaste,” he added.
Brewed to 4% alcohol, the light beer comes in a clear glass bottle and targets the 19-45 demographic, said Dennis.
Brick Brewing is supporting the launch with an Ontario-based campaign, developed in-house, that includes radio, print, billboard, transit shelter ads, and LustForLime.com.
While online, consumers can enter for a chance to win a “limecation” for six at a local Ontario Resort. To enter, consumers are asked to fill out a simple entry form and answer a skill-testing question.
However, to complete the entry process they must then post a picture, video or comment to the beer’s Facebook page.
The site also contains product information and a link to Twitter that gives consumers the opportunity to follow the brand as it continues to grow, said Dennis. Emerge2 Digital Inc. built the site.
GJP handled the media buy, with Maverick Public Relations managing the PR push.
