Calgary’s Mountain Crest Brewing Company, best known for its discount beer, is hoping to expand its market share with the launch of a new premium, unfiltered beer and a line of malt-based coolers.
Brewery president and founder Ravinder Minhas says Lazy Mutt Farmhouse Ale is being launched in Canada after a successful run in several Midwestern U.S. states.
“It was selling so well that we decided to introduce it in Canada and make it the brewery’s flagship beer.”
The launch is supported by one of Mountain Crest’s trademark low-cost, non-conventional TV spots with the familiar “Damn good beer” tag line. The ad features a 70-year-old man toasting his dear, departed dog with a glass of Lazy Mutt. Like most Mountain Crest advertising, the concept and script came from Minhas with production assistance from Calgary’s Pyramid Productions.
The brewery is also introducing its first ever coolers: Peelers Mojito, Orange Squeeze and Ice. The Mojito was launched two weeks ago and the others will be on store shelves in the next few weeks, says Minhas. The launch is being supported with in-bar promotions.
Mountain Crest is currently Alberta’s fourth largest brewer and Minhas has plans for further market expansion into Saskatchewan and California later this year. The brewer already markets its products in Wisconsin, Indiana, Illinois and Ohio as well as Alberta, Manitoba and B.C.
