Labatt Adds Cider to Alexander Keith’s Line-Up

HALIFAX, NS – As sales of traditional mainstream beer brands continue to stagnate, Canada’s larger breweries are increasingly looking for ways to attract customers who prefer other alcoholic beverages. This is most often being attempted with flavoured beers, such as the various lime brands that were launched several years ago or the upcoming Coors Light Iced T. But in a new twist, the latest entry into this corner of the market from Labatt Breweries isn’t a beer at all.

Launched last week with very little fanfare or promotion, Alexander Keith’s Original Cider is the first entry from a major Canadian brewery into the burgeoning cider market (although it will soon be joined on the shelves by the previously announced Seagram Cider from Brick Brewing). It’s described on its packaging as follows:

The crisp, refreshing taste of Alexander Keith’s Original Cider is made to share. Crafted with the same attention to detail as Alexander Keith’s fine beers, this apple cider has just the right balance of sweet and tart. Best served over ice, cheers!

Alexander Keith’s Original Cider is made in the US by Labatt’s corporate sibling Anheuser-Busch, but sales appear to be limited to Canada at this time. Six-packs of bottles and single cans are available now at the LCBO in Ontario, with distribution details for other provinces still to be confirmed.