Home Brew
WANTED: ONE FREAKIN’ LARGE CAN OF BIG ROCK BEER, stolen from a farmer’s field late June. Reward? Beer. No one driving across Alberta this summer could have missed those hay bales, stacked two-high and wrapped to resemble cans of Big Rock beer.
by Tracy Hyatt
The homegrown campaign went over so well with farmers the brewery fielded dozens of calls each week from farmers begging to be stacked and bagged. You see, Big Rock beer is made with 100% malt barley and it’s all grown in Alberta. “Farmers and Big Rock are the best of friends,” says Jim Button, the brewery’s vice-president, marketing. “And we want to remind people that we’re not like the other breweries. We’ve got strong ties to the land.” And yeah, someone actually did steal a few larger-than-life cans from a farm. The empties have yet to be returned.
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