Food In Canada

Brick Brewing adds coolers to its stable

Brick Brewing buys Canadian rights to Seagram Coolers just in time for summer

March 18, 2011   by Food in Canada staff


Waterloo, Ont. – Brick Brewing Co. Ltd. has added Seagram Coolers to its family of brands.

Brick Brewing acquired the Canadian rights to the brand from Toronto-based Corby Distilleries Limited in a deal worth $7.3 million, plus the value of inventory on hand. Brick Brewing is paying $4.9 million in cash up front and will pay the balance over the next four years.

Seagram Coolers was established in the 1980s. The first flavour launched was the Seagram Wildberry Vodka Cooler. The brand is available in every province except Quebec and is among the top-selling spirit-based cooler families in Canada.

In 2010, Corby relaunched the brand with new packaging and a twist-off cap. The relaunch included the Wild Berry, Vodka Spritzer, and Orange Cream Swirl flavours – and a new flavour called Wild Apple.

Corby says the sale allows it to focus on its current portfolio of spirits and wines.


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