The trademark inexperienced Moosehead beer bottle will quickly be no extra in what some are calling the top of an period.
Beginning early subsequent yr,
Moosehead Breweries Ltd.
will solely promote its beer in cans and kegs in a transfer that chief govt
Andrew Oland
mentioned displays a long-term shift in buyer tastes and one thing the corporate had been contemplating since 2019.
“That is one thing that we’ve been monitoring since 2019,” he mentioned. “When you take a look at once I began within the
beer enterprise
32 years in the past, 90 per cent of the beer that was offered in Canada was offered in bottles. This yr, it’s about seven per cent. There’s been a steep decline within the final 10 years.”
Oland initiatives the decline will proceed and mentioned cash didn’t actually issue into the choice, although there are some efficiencies in transport cans as a substitute of bottles.
The choice wasn’t a straightforward one for him and he ended up consulting together with his father, Derek, earlier than making the transfer.
“I bear in mind once we broached the topic in 2019; I used to be attempting to be goal, however in my thoughts I used to be considering ‘No, means, that is a part of us,’” he mentioned. “As a household enterprise … my father’s very a lot concerned. (He’s) been very supportive.”
Moosehead mentioned the shift will permit it to deepen its funding in its canning capabilities within the coming years and no layoffs are deliberate due to the transition away from bottles.
If you need a memento, you don’t have lengthy to seize one of many inexperienced bottles for the reason that closing manufacturing run might be in December. Canadians can anticipate to see Moosehead bottles in restricted portions on retailer cabinets into early 2026, however worldwide shipments of bottles ended this summer time.
Moosehead plans to provide its bottles a correct send-off and has launched The Final Bottle contest, a chance for the model’s greatest followers to personal the ultimate bottle ever made by the brewery.
Followers are invited to go to the brewery’s
to share their tales about what makes Moosehead one of the best till the competition closes on Oct. 27. The winner, who might be chosen by Oland and his crew, will get to witness the last-ever bottle run alongside the CEO and his staff, tour the historic brewery and take residence the ultimate bottle itself, straight off the road.
Oland mentioned he desires the final bottle, a chunk of Canadian brewing historical past, to discover a worthy residence with a fan who exemplifies Moosehead’s core values: ardour, braveness and respect.
The 158-year-old firm has been led by the Oland household since 1867 and is the most important totally Canadian-owned brewer within the nation.
Pub house owners within the Maritimes are responding to the choice to do away with the inexperienced bottles with shock and a little bit of disappointment. Brendan Doherty, proprietor of the Outdated Triangle Irish Alehouse in Halifax, mentioned it’s the top of an period.
“All of us grew up with Moose inexperienced bottles,” he mentioned. “In our youth, Moose inexperienced was a giant a part of rising up within the Maritimes and Nova Scotia. In an age the place it’s arduous to search out your personal identification, the inexperienced bottle actually spoke out.”
However Doherty mentioned he understands the corporate’s determination.
“As a restaurant proprietor, we have now seen the development in the direction of cans and away from bottles. It’s economies of scale; cans are simply cheaper to ship, cheaper to make, cheaper to reuse and extra sturdy,” he mentioned. “Nonetheless, it’s unhappy to see. Perhaps they’ll pull it again sooner or later.”
Todd Matheson, supervisor of Charlie’s Membership in Halifax, mentioned he’s shocked by the corporate’s determination to go bottle-less, a call that additionally contains Alpine Lager, one other iconic East Coast beer.
“Our clientele drink Moose inexperienced and Alpine; we promote like three flats of it every week,” he mentioned. “It’s a retro drink. Moosehead inexperienced, that’s their established model, so it’s simply bizarre that they’re eliminating the bottle.”
Matheson figures the transfer gained’t be good for the corporate’s backside line.
“When somebody desires a Moosehead, they need it in a inexperienced bottle,” he mentioned. “That’s the Moosehead identification, so I believe their gross sales will drop.”
However Oland mentioned he hopes that those that don’t just like the change to cans may ultimately subscribe to his grandfather Philip’s recommendation and pour the beer right into a glass.
“As (he) would say, one of the best vessel to drink a beer out of is a glass,” he mentioned.
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• E-mail: arankin@postmedia.com
