MOOSEHEAD UNVEILS CONCEPT AND DESIGN FOR NEW SMALL BATCH BREWERY

Inspired by the industrial, hardworking spirit of Saint John

[Saint John, NB] - Moosehead Breweries today unveiled details of the concept and design for its new small batch brewery and tap room opening in June 2018. The work of Halifax-based architectural firm MacKay-Lyons Sweetapple, the design highlights the industrial, hardworking spirit of Saint John, and the brewery itself.

“Moosehead has an inherent duality,” said Karen Cousins, Director of Beer Appreciation at Moosehead Breweries. “We’re a 150-year old brewer looking to the future; respecting a tradition of well-loved beers while pursuing innovation. The design reflects all of these realities.”

Inside, the brewery and tap room will feature a sophisticated, yet rough material pallet of woods, leathers, stainless steel, and the iconic moose. The exterior of the space alongside Moosehead’s historic West Side brewery, will feature weathering steel. “This unique steel, which oxidizes quickly, pays tribute to Saint John’s manufacturing and port industries. The colour is like copper which also reflects historic brewing vessels. It’s a resilient material that isn’t fancy or fussy - and that’s very much Moosehead,” added Cousins.

The new small batch brewery will feature a 20-barrel brewing system, allowing Moosehead the flexibility to create new recipes and explore various types and styles of beer for local and national consumers.

“Moosehead Small Batch allows us to showcase our passion for beer, and our creativity. People have a desire to learn about beer and, whether it’s in the new tap room or on a brewery tour, we’ll be able to share a great deal of information in a fun way,” said Andrew Oland, President and CEO of Moosehead Breweries. Oland, who was recently named Chair of Enterprise Saint John, suggested the development is a new chapter for Moosehead and its neighborhood, stating, “Moosehead is steeped in history, and we value that, but we’re also modern and technologically sophisticated. To showcase that is exciting.”

More than simply a place to brew beer, the new brewery will provide a complete Moosehead experience. An on-site tap room will give consumers the opportunity to enjoy fresh beer surrounded by the vessels and brewers at work. The new space will serve as the beginning and end point for brewery tours, offering visitors a chance to talk to the employees in the tap room and learn about each Moosehead beer, new and well-loved.

For the first time, visitors will be able to buy fresh beer directly from the brewery. In addition to packaged goods, the retail area will boast a state-of-the-art growler system and an expanded selection of Moosehead merchandise available for purchase. The semi-automatic growler filler will be the first of its kind in Eastern Canada, one among a select few breweries in North America.

Moosehead is Canada’s oldest and largest independent brewery. In 2017, the company celebrated its 150th anniversary of operation.                   

 

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For more information:
Stella Mok, Craft Public Relations
stella@craftpublicrelations.com | 647-282-0439