MOOSEHEAD BREWERIES WELCOMES PATRICIA LAREZ AS VICE PRESIDENT, MARKETING
Larez brings decades of marketing leadership to the brewery during a year of exceptional growth.
Saint John, New Brunswick [December 19, 2025] - Moosehead Breweries, Canada’s oldest and largest independent brewery, today announced the appointment of Patricia Larez as Vice President of Marketing.
Larez will provide strategic marketing leadership across Moosehead Breweries’ core brands, including Moosehead Lager, Cracked Canoe and Moosehead Radler, during a period of significant growth for the company. She reports directly to the brewery’s President and CEO, Andrew Oland.
“Patricia is a proven brand builder with an exceptional track record of creating connections between consumers and iconic brands,” said Oland. “We know that as a small Canadian brewery in a big global category, winning means outthinking - and outworking - our competitors. That’s exactly the mindset that Patricia embodies, and we’re thrilled to have her on board.”
Larez has decades of rich experience with brands including Dove, Maple Leaf Foods, and, most recently, Weber Canada, where she led marketing for 11 years.
This appointment comes at the end of a year of incredible momentum for the brewery. In March, amid heightened trade tensions with the US, Moosehead launched its Presidential Pack, offering 1,461 of the brand's Canadian Lagers - just enough to get through a US presidential term. That idea sparked a series of follow-ups, including the Elbows Up Armchair and two high-profile TV spots that ran during the World Series - including one that playfully spotlighted the “EH” hidden in Moosehead’s name and the other claiming Moosehead to be 300% Canadian because it's owned, packaged and brewed in Canada. More recently, when Moosehead announced a shift in the product line-up to cans and kegs, ending the use of bottles, a fan-driven celebration saw thousands of Canadians share their brand stories for a chance to win “The Last Bottle”.
“I’ve been so lucky to build my career around brands people truly love - and Moosehead is absolutely one of those brands,” said Larez. “There are generations of Moosehead fans and more than 150 years of history here, and I'm so fortunate to have the opportunity to drive growth and help write a new chapter to the story of this legendary brand and organization.”
About Moosehead Breweries
Moosehead has been led by the Oland family since 1867, making us the last major brewery in Canada that is still owned by Canadians. Our 158-year history is as rich as the flavour of our beer. Today, we exist to reawaken and reward the courage to go after what’s difficult because we know that obstacles are just opportunities to show the world what you’re capable of.
Media Contact
Brittany Ballentine