Watch the video above: Great Western Brewing Company is seeing a big impact from the Grey Cup festivities.
SASKATOON – The Grey Cup signifies a battle between the two best teams in the CFL; it also symbolizes a huge party with fans from across the country.
In true Canadian style, the celebration will include some suds. This year, Saskatoon-based Great Western Brewing Company is the official beer of the CFL, putting the brewery on the map.
“We sent down extra loads really through the whole province because even though the game is down in Regina I think all the excitement, I think there will be a lot going on up here in Saskatoon and the whole province so, inventory levels, we had to pre-plan and certainly boost our inventory going into the month of November,” said Michael Micovcin, Great Western Brewery president and CEO.
While Great Western prepares to ‘water’ the parties, it’s already seen the impact of Grey Cup week.
“Probably one of the biggest weeks we’ll have all year, I mean we closely monitor the sales across the whole province for the entire industry and Great Western, there’s no question we’re seeing a pretty significant Grey Cup bump this week,” said Micovcin.
Full Coverage: Grey Cup 101
In this country, it doesn’t get any bigger than the Grey Cup; Great Western knows that. Thousands of people are expected from all over Canada and the United States to take in the game and festivities.
“When people visit a new city or a new province they always want to try something that’s local, so I’m certainly hoping that they’ll get a chance to try a number of our beers over the next few days,” said Micovcin.
It’s too early to tell just what spillover effect this showcasing of Great Western product will have, one thing is for sure, this weekend, there will not be a shortage of cold ones.
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