Muskoka Scales Back Pilsner Light, Plans New Brands
On January 12, 2011 At 11:51 am
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BRACEBRIDGE, ON – In a recent tweet, Brock Shepherd of Burger Bar, a craft beer friendly restaurant in Toronto, stated that Muskoka Cottage Brewery was killing off Pilsner Light, a brand that they launched last spring.
CBN contacted Muskoka for confirmation or clarification of this claim, and brewery representative Mike Laba provided the following statement:
The tweet is partly true, but the brand will not be dead.
We always knew our Muskoka Pilsner Light would be mainly a summer brew. We knew volumes would decline as the weather got colder and we would decide at that time whether we would brew it in the winter. At the same time we have taken a hard look at our business, our brand portfolio and where we have found success. It wouldn’t surprise anyone, that we have found the best success in bigger, bolder beers – like our Harvest Ale and Double Chocolate Cranberry Stout. This will shape our direction in 2011 with the addition of a few new seasonal and the addition of a new core brand, which I am incredibly excited about (details available shortly).
As of now, Pilsner Light will not be available on draught for the remainder of the winter season. It will continue to be available at over 100 Beer Stores throughout all of 2011 and if and when we introduce another mixer pack, it will be available there.
So, to summarize… Muskoka Pilsner Light will still be available for our loyal Pilsner consumers at the Beer Store, but it won’t be available on draught as we focus on growing our core brands.