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Canadian rights to Seagrams coolers changes hands

TORONTO - It may be more well-known for beer, but the Brick Brewing Company is complimenting its selection with coolers.

Brick purchased the Canadian rights to the Seagram line of coolers from Corby Distilleries for $7.3 million, plus the value of on-hand inventory.

"Seagram Coolers have a strong presence and reputation across Canada and are a valuable addition to Brick, which has demonstrated leadership in co-packing ready to drink coolers since the 1990's," said George Croft, President and CEO, Brick Brewing Co. Limited. "The Seagram Coolers brands complement and expand Brick's portfolio and will strongly position us for growth in both beer and the cooler category. As a company we're now able to satisfy a broader range of customers with a wider range of selection in taste and profile for those discerning drinkers."

Patrick O'Driscoll, President and Chief Executive Officer of Corby, noted that the recent re-launch of Seagrams coolers "would require continued dedication of our resources." With the sale, Corby will be able to focus on their portfolio of premium wines and spirits such as Wiser's Canadian whiskies, The Glenlivet and Ballantine's Scotch whiskies, McGuinness liqueurs, Wyndham Estate wines, and others.

The Seagram heritage dates back to the late 1800's, with Seagram Coolers established in the 1980's, with the launch of Seagram Wildberry Vodka Cooler, the original vodka cooler. Available in all provinces except Quebec, Seagram Coolers is among the top selling spirit-based coolers families in Canada. Following the recent re-launch, the Seagram Coolers family consists of the Wild Berry, Vodka Spritzer, Cream Swirl and Elquila cooler brands.

TOP PHOTO courtesy of Corby Distilleries Limited

Comments

0 #9 Elise 2012-02-10 12:59

Are the Peach Wildberry brand coolers still being made? I bought some during the summer of 2010, looked for them last summer and only found a couple of crushed boxes that had labels that were very plain (generic-looking) and unlike how they were before. The taste was not as vibrant as I had remembered. I hope they will continue to be made.

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+1 #8 TERESA 2012-02-05 18:22

Please bring back the old taste of the
wildberry cooler,everytim e i find something i like somebody discontinues it
or changes it. I agree with the other's
only i give it two thumbs down on top of the tasteless taste.

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+1 #7 Cathy H 2012-01-08 04:53

I have been drinking Seagrams Wildberry Coolers for 20 years +, since the day I was legal to drink them. I just purchased 8 Wildberry coolers from a liquor store in Edmonton, AB. I just about didn't recognize them but luckily I was determined and had discovered that the box had changed again. Anyway, bought them, got them home, opened the box, excited to check out the new label but first noticed the color was alot lighter. Cracked it open and took a sip.. and :( :( :( .. I drank 2. It tasted pretty bad.. Tasted like a Malt cooler from the U.S. I am devastated. I will be returning my unopened box with tears. I hope Seagrams reads the comments and goes back to the ORIGINAL - ORIGINAL cooler. I didn't mind the new Wild Apple, but nothing compares to the AMAZING sweet taste of the original. I used to buy it by the flat at superstore.. I won't be buying anymore of the New product. Also disappointed that barely any bars carry the Wildberry's.. It appears Seagrams is on the down. I'm Crushed!

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0 #6 Megan 2011-09-18 19:40

I just bought 4 coolers wild berry and there was a bunch of stuff floating in it!! gross!

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+1 #5 Donna 2011-08-15 07:32

I agree 100% with Marion - i too have enjoyed the "old" Wildberry cooler - now the colour is different, and taste watered down and the last box i bought had something floating in it. I'm seriously thinking about changing to a different product.

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+1 #4 marion rotchford 2011-08-10 07:19

Sorry to have to say that I will no longer be drinking wildberry coolers, which I've been drinking the last ten years...the new label was fine but you didn't have to change the taste.I enjoyed the taste since I don't like other liquor or beer. It was so nice to have a nice cool cooler at the end of the day.The coolers now taste as if its watered down, water down coolers I will no longer drink. If you wanted to change the taste could you not have just made another kind and gave the customers a choise to have either one?

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0 #3 jackye 2011-08-05 13:58

please cont tp make strawberry lime

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0 #2 Denice 2011-07-31 14:58

Will you be selling the Vodka spritzer that is shown in the ad?

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0 #1 sharon 2011-06-04 20:05

dear sir. I was just wondering if the orange cream swirl cooler will be being sold in nova scotia, they were my favorite cooler . cant get them any more. i live in glace bay ,nova scotia please let me know thank you kindly sharon macneil.

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