Waterloo Brewing has launched a beer to commemorate the 35th anniversary of its Waterloo brewery.
Called Waterloo Craft Lager, the new beverage is expected to complement the company’s craft portfolio, which comprises dark, India pale ale (IPA) and amber varieties.
Waterloo Craft Lager will be retailed in 473ml cans at The Beer Store, LCBO and select groceries across Ontario, US.
“The Canadian craft beer market has generally followed the US craft market and one of the hottest trends in the US today is craft lagers.”
Waterloo Brewing Commercial director Jim Manz said: “For many beer drinkers, the preferred style of beer is a lager. Yet many craft brewers, including us, have historically avoided that style of beer.
“So, we felt the time was right to bring our peerless quality standards and ingredient quality to that crowd-pleasing favourite: the classic lager.
“The Canadian craft beer market has generally followed the US craft market and one of the hottest trends in the US today is craft lagers. Consumers appear to be becoming somewhat less interested in extreme craft beer flavours and we wanted to hop on this trend.
“We already have a portfolio of full-flavoured craft beers and wanted to add something more sessionable. Waterloo Craft Lager is a great way to celebrate our 35th anniversary with its rich, golden colour and exceptionally smooth flavour.”
Waterloo is the trademark name of Brick Brewing, which is a Canadian company founded in 1984. Brick purchased the Canadian rights to Seagram Coolers in 2011 and bought exclusive rights to LandShark and Margaritaville in 2015.