See Moosehead in a Whole New Light

BOULDER, Colo., March 11 /PRNewswire/ -- Moosehead USA, the new U.S. importing arm of Moosehead Breweries, announced today the U.S. launch of its popular light beer, Moosehead Light. The premium light beer will be available in ten markets beginning April 2008.

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"This is Moosehead USA's first brand launch. Based on the success Moosehead Light has achieved in Canada, we are pleased to offer this product to our U.S. consumers. We're excited and optimistic about Moosehead Light's future," said Glenn McDonald, president of Moosehead USA. "Given the exponential growth of import light beer in the United States, the timing is right."

With premium light imports becoming increasingly popular, Moosehead Light's market introduction offers consumers a new great tasting product in the light beer category. Imported light beer outpaced domestic lights, from a much smaller base in 2006, as volume grew 26.6 percent, the highest growth rate for any single segment in the U.S. beer market, according to The U.S. Beer Market: Impact Databank Review and Forecast (2007).

Brewed exclusively at Moosehead's Canadian brewery, Moosehead Light contains four per cent alcohol and 112 calories. McDonald said he believes Moosehead Light appeals to all discerning light beer drinkers. "Moosehead Light is a crisp, highly refreshing light lager that is aged longer. It's a light beer that tastes like a beer, refreshing with high drinkability."

Moosehead Light is packaged in Moosehead's distinctive green bottle and features a label and package which complements its iconic family member Moosehead Lager. Moosehead Light's packaging is a crisp, metallic blue color with light gradients to give the consumer "refreshment cues."

McDonald said, "The packaging feels refreshing and light. The graphic design highlights the product's imported and premium status, while the case flaps feature stories of the brewery's independent history and tradition of quality brewing."

Moosehead Light will initially be available in 12 pack and 24 pack bottles, and 12 pack cans in ten select launch states: Arizona, Colorado, Delaware, Florida, Hawaii, Nebraska, New Jersey, Minnesota, Oklahoma and Pennsylvania.

"We are pleased to introduce an additional brand to our distributors, retailers and consumers. Launching Moosehead Light in ten states is a starting point for us," said McDonald. "We are looking forward to offering it to additional markets in the near future." Moosehead Lager is the company's flagship brand and provides the springboard for the launch of light beer.

The launch of Moosehead Light will be supported by market specific media and retailer programming.

Moosehead is Canada's oldest and largest independent brewery. Now into the sixth generation of ownership by the Oland family, they remain committed to their brewery's independence and to brewing quality beer without compromise.

About Moosehead

Moosehead Breweries is Canada's third largest brewer by production volume and is the country's last major brewer still owned by Canadians. Andrew Oland, the great-great-great-grandson of founder Susanna Oland, was recently named President of Moosehead Breweries, furthering the family tradition. Its U.S. operations are headquartered in Boulder, Colorado. Moosehead USA is celebrating its first anniversary as its owns importer. Moosehead USA is led by President Glenn McDonald.

Moosehead Light Brand Description

Moosehead Light is a smooth and refreshing premium light beer. Packaged in Moosehead's unique and recognizable green bottle, Moosehead Light's label and carton design will maintain a consistent "family" appearance with Moosehead Lager. Moosehead Light is a former Gold Medal winner in the Monde Selection competition and recently won a medal at 2007 Canadian Brewing Awards.

Moosehead Light Food Paring

Moosehead Light goes well with seafood, chicken and spicy food.

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Glenn McDonald
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