Armchair athletes can quench their thirsts or soothe their hoarse throats this football season with a brand new brew from local ale artisans, Russell Brewing.
Russell Brewing – which already offers six signature beers – has struck up a landmark partnership with the BC Lions to become the first microbrewery to develop a beer brand for a Canadian professional sports team.
BC Lions Lager – described by Russell representative Julie Zanata as an easy-drinking, “crisp, clean, natural beer with no additives or preservatives . . . that’s perfect for right before the game or during the game” – has just hit the shelves at government and private liquor stores throughout the province.
Today, Russell is popping the cap on its BC Lions Lager promotion, including a contest sure to score a touchdown with B.C. football fans.
“We are proud to partner with Russell Brewing to launch the BC Lions Lager,” said George Chayka, vice-president, business, for the BC Lions. “This initiative is an example of the kind of marketing program we had in mind when we decided to partner with B.C.-based Russell Brewing as the Official Beer of the BC Lions.
“While Russell is committed to producing high-quality, natural beer and servicing their customers at the highest level, they are also helping us extend the BC Lions brand, reaching our fans throughout the province in unique and impactful ways.”
Not yet available in the stadiums, Zanata hints that it won’t be long before the new signature lager is available at home games.
The Lions Lager initiative builds on a three-year partnership agreement signed last May making B.C.’s fastest growing brewery the Official Beer of the BC Lions and BC Place.
“We are very excited to introduce the BC Lions Lager brand,” said Andrew Harris, president of Russell Brewing Company. “Similar to developing a winning football team, it takes time, consistency and a commitment to excellence to create a top-notch beer.”
Visit www.russellbeer.comfor contest details.