Invasion from the North

Montreal microbrewer McAuslan Brewing Inc. is taking a plunge into the ocean that is the U.S. beer market. Three popular brands from its St-Ambroise line – Oatmeal Stout, Pale Ale and Apricot Wheat Ale – are scheduled to hit shelves in northeastern states by Nov. 1 and across the rest of the country early next year.

McAuslan’s four-bottle cases will sell for $7.99 to $9.99 (USD) and the company asserts that the stout will be the centrepiece of their campaign, because it’s already known and respected south of the border. The company estimates that their oatmeal stout should represent at least 50 per cent of St-Ambroise sales in the U.S.

What will keep the beer from being a huge success in the states? McAuslan’s brewmaster warns, 

“St-Ambroise is difficult (for Americans) to pronounce and that could hurt sales,”

For more information on Mcauslan Brewing, and where/when to find them in the U.S., visit: www.mcauslan.com/en/

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