Goose Island migrates to Ontario

The brewery is bringing its vintage ales to the market and launching with a print and experiential campaign.
Goose Island Creative

Labatt is working with Chicago-based brewer Goose Island to introduce the brand’s line of ales to the Ontario market.

Coming to the province on a permanent basis are the brand’s Sofie and Matilda Belgian-inspired vintage ales. Targeted at adults aged 35 to 45, Sofie offers a citrus and vanilla flavour, while Matilda is more full-bodied and spicy.

Goose Island will also be introducing a limited supply of its Pepe Nero and Pere Jacques ales. Pepe Nero is brewed with black peppercorns, and Pere Jacques offers a fruity, malty, yeasty flavour.

All four products will be available in LCBO stores in 765 mL bottles.

To support the launch of the new ales, Goose Island is kicking off a campaign that aims to establish its “brewed for food” branding.

With media by UM and creative and PR by Veritas, the campaign relies heavily on print executions in the Globe and Mail and Toronto Life. The editorial teams from both publications will also create content for the brand, including food-pairing guides. Additionally, the brand is working with the Globe‘s food writers and chefs to create a “brewed for food” recipe book.

The campaign will also rely upon trial and awareness events, and leverage chefs and restaurants in Toronto as influencers. For instance, Goose Island has partnered with restaurant Nota Bene to create a “brewed for food” menu at the restaurant throughout April.

Michael Armstrong, brand manager, Goose Island, tells MiC that the campaign is part of a strategy to focus on building the brand and its reputation over the long term by leveraging a base of key influencers, as opposed to going for mass reach right away.

The campaign will run throughout the summer.