The Stubby Has A New Buddy! - Popular Brick Lager on tap earns place in a Stubby bottle - - Ad campaign launched for Brick family of craft-brewed beers - Waterloo, Ontario - The Red Cap Stubby has found a friend. Brick Brewery of Waterloo, Ont., the craft brewery that re-introduced Red Cap in a Stubby in April after almost 20 years, will be offering Brick Lager in the unique squat-shaped bottle that Canadians remember fondly - and have embraced once again.

Sales of the Stubby Red Cap have exceeded all expectations since Brick reintroduced it to the Ontario market just two months ago. That, combined with the fact that Brick Lager - only available on tap in the Kitchener-Waterloo and Cambridge area as a test brand - has become one of their most requested draught beers in the region, prompted Brick to unite the two

"The popularity of the Red Cap Stubby has been overwhelming," said Jim Brickman, President and Founder of Brick Brewery. "Beer drinkers have embraced the retro beer and bottle - and we're encouraged by the response to Brick Lager on tap over the last year. People have been asking us to bottle Brick Lager so they can enjoy it at home. It's a natural fit and that's exactly what we plan to do."

Brick Lager in a Stubby will be rolled out in mid-July, and will be available in Beer Stores across Ontario for the August long weekend - the perfect complement to Red Cap Ale. Marketing support for Brick Lager will begin in mid-July.

BRICK BRAND AD CAMPAIGN
Meanwhile, for the first time in its 16-year history, Brick has expanded its marketing program to include outdoor advertising.

Developed in-house, the transit campaign focuses on generating awareness for the Brick family of craft-brewed beers - Brick Amber, Brick Premium Lager and Waterloo Dark - and proudly proclaims: "Love Beer...Drink Brick".

Bus and shelter creative features the grinning Pioneer/Founder Jim Brickman with a frothy beer-foam moustache. The slogan "Love Beer...Drink Brick" appears, along with the three profiled beers. A second treatment shows an even more playful and tastefully exposed Brickman literally showered in Brick beer. Once again, "Love Beer...Drink Brick" appears along with the profiled beers.

Brickman has been featured in Brick radio commercials for the past two years and is known for his approachable, good-natured demeanor and sense of humor.

"We wanted to create more exposure for these three great-tasting craft-brewed beers while continuing to use Jim as the face of the brewery, literally. We also wanted to have some fun with the creative - at Jim's expense, of course," says Kevin Meens, Executive Vice President of Marketing at Brick. "Jim has always been the perfect spokesperson for Brick, so we felt it was only natural to continue along that line as we broaden our marketing strategy and media mix."

The transit campaign, which launched last week, runs for the next two months throughout the Greater Toronto Area.

Meanwhile, Brick radio spots will run throughout the summer and rotate among the family of Brick craft beers.