Brick beer available in Atlantic Canada

WATERLOO, ON—Beer drinkers in Atlantic Canada will soon get a taste of Brick beer.

The Ontario-based microbrewery has signed up AMCA Sales and Marketing to bring its products to the East Coast in a deal to last through 2012.

Under the sales agent agreement AMCA will represent the Brick brands in all four provinces in Atlantic Canada and sold in provincially-run liquor stores. It also has a profit sharing deal with Brick based on sales.

Sean Dennis, director of marketing with Brick, said the products would start showing up on store shelves in three to four months.

"The price still has to be worked out with the regulatory agencies, Dennis said, adding that the company believes it is able to compete on price with other beer products already available.

"The opportunity to extend our products into Atlantic Canada presents a significant opportunity for strong organic growth of our award winning brands and is very exciting news for Brick Brewing" said Brick’s president and CEO George Croft, in a statement.

"Our vision is to be the best regional brewer and co-pack producer in Canada. We have worked very hard to find the right partner in Atlantic Canada and we believe AMCA is the perfect fit".

Dennis said the company would also look at expansion into Western Canada if Brick received a workable offer.

AMCA works in the retail grocery and foodservices sectors in Atlantic Canada and has recently moved into the beverage alcohol industry. The company has warehouses in Halifax and Newfoundland and Labrador and a sales force working throughout the Atlantic Provinces.

Brick brews Waterloo, Laker, Red Baron, Red Cap and Formosa Springs brands from its plant in Waterloo, Ontario.