Drastic increase in
distribution in Canada
through Brewers Retail
The world's largest organisation specialising in
the distribution and sale of domestic heer is the
privately-owned Brewers Retail Inc. of Ontario,
Canada, and now for the first time in the compa
ny's 67-year history the world's most popular pre
mium imported beer, Heineken, is available in 300
of the company's beer stores.
Previously, Heineken lovers in
this province of nearly 10 mil
lion people could only purchase
their favourite import in a govern
ment-owned outlet which features
mostly liquor and wine, but also
stocks a limited supply of imported
and domestic beer. Heineken drink
ers can also patronise an on-premise
establishment that offers imported
brands on its beer menu.
In February 1994 Heineken's sales
and marketing agency, the Santa Fé
Beverage Company, introduced the
global brand to the lucrative Brewers
Retail market which sells more than
90% of the beer in the province
through its 437 outlets, called The
Beer Store, in over 300 communities.
Brewers Retail also has a fleet of 300
beer trucks which distribute 142
different brands of beer to 12,600 on-
premise locations from a warehouse
network of 62 wholesale/retail outlets
and seven depots which are located
strategically around the province.
In 1927, the Ontarion government
granted Brewers Retail the exclusive
right to sell domestic beer in Ontario
through private ownership. Currently
owned by Canada's two brewing
giants Molson and Labatt's as well as
the smaller Northern Breweries, the
system has been a model for more
than six decades and has often been
called the most efficient beer distribu
tion system in the world.
Trade advertisement announcing the large-
scale distribution of Heineken in Ontario.
The N e xv Order
It's the *1 selling premium inn von 'n Ontario,
and it's growing.
Which makes Heineken lite new order
of many of your patrons.
And now, Heineken bottles are available to you
exclusively through the Brewer's Retail system,
so how you order is new as well.
Simply include plenty of lleineken with
your tegular domestic I x-cr order.
Operators are standing by and
so are your customers.
THE WORLD OF HEINEKEN
