TMX group

-Teams up with High Falls Brewing Company of USA- 

WATERLOO, ON, July 12 /CNW/ - Brick Brewing Co. Limited (TSX:BRB)
Founded by Jim Brickman in 1984, Brick Brewery has been brewing premium beer
for over 20 years and will now start representing imported beer as well.
Brick has entered into an agreement of understanding to team up with High
Falls Brewing Company of Rochester, New York to be their exclusive import
agent for Ontario. High Falls is best known for their Genesee and JW Dundee
families of beers. The award winning JW Dundee Honey Brown was one of the
first Honey Brown beers in North America.
"Import beers make up a considerable share of the Canadian market," said
Jim Brickman, Founder and Chairman of Brick. "We want to participate in this
segment of the market and are very excited to be selected as the partner to
import Genesee and JW Dundee beers into Ontario. These beers are well known
and well liked by beer drinkers in Canada who travel to the United States."
Genesee Lager and Ice have been available in Ontario through LCBO stores
but Brick plans to expand distribution to include The Beer Store and to
increase promotional efforts for the Genesee brand family.
"Brick is well respected for their beers in Canada," said John Henderson,
President and COO of High Falls Brewing Company. "They understand what it
takes to make brands successful in Canada. Our companies are similar in many
ways in that we are each focused on offering both a variety of high quality
value and premium beers. We are looking forward to working with Brick to
introduce more consumers to our excellent award winning beers." he added.
"We continue to successfully establish ourselves as a growing brewery in
Ontario and are looking to use our networks and sales infrastructure to
participate in the growing import segment of the market," said Doug Berchtold,
President and CEO of Brick. "Genesee and JW Dundee beers are a fine complement
to our domestic portfolio of beers."
Imported beers account for approximately 10% of all beers sold in Canada
and about 15% of all beers sold in Ontario.

Brick Brewing Co. Limited is a regional brewer and distributor of award
winning premium quality beers. The Company, founded by Jim Brickman in 1984,
was the first craft brewery to start up in Ontario in recent decades. Brick
has complemented its line of premium craft beers, Brick Amber, Pilsner, Yellow
Label and Waterloo Dark with well known brands such as Laker, Formosa Springs
Draft, and Red Cap Ale in the famous stubby bottle. Brick trades on the TSX
under the symbol BRB. Visit us at www.brickbeer.com

High Falls Brewing Company was established in 2000 when it purchased the
assets of the Genesee Brewing Company, which traces its roots back to 1878.
High Falls is a privately owned regional brewer of award winning beers and has
recently expanded its distribution network to cover all states in the
continental US. It's portfolio of products includes the Genesee family -
Genesee Beer, Light, Ice, Red, NA and the award winning Cream Ale and the JW
Dundee Family - Honey Brown, Pale Ale and Amber Lager.

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