Central City’s Red Racer Upsizes Competition with Bold New Packaging of Colossal Proportions

Photo: Central City’s Red Racer Beer Line-up in 500 ml cans

For immediate release

Surrey, BC (May 29, 2018) – Celebrating 15 years of leadership in craft beer, Central City Brewers & Distillers is changing beer industry standards by being the first brewery in North America to move its entire core beer line-up to the larger 500 ml cans format, while maintaining traditional 355 ml cans pricing.

Starting in June 2018, all core Red Racer beer will be shifting from 355 ml to larger format 500 ml cans, including its 6-packs and 12-packs. In a time of escalating taxes and increased cost of living, Central City is taking this opportunity to thank their customers with exceptional value on Canada’s most awarded craft beer.

“We are making this sizable move to shake things up,” says Darryll Frost, President and Founder of Central City Brewers + Distillers. “We built the Central City brewery to be as efficient as possible in order to offer great value to consumers while producing high quality, premium craft beer. This is our way of thanking our customers for the fifteen years of brand loyalty as well as introducing our Red Racer brand to new beer fans.”

Central City is also thanking their customers with a new BIG, bold, packaging of epic proportions, with an update to the iconic Red Racer branding.

Marketing Director Dustan Sept explains, “This is an opportunity to turn things upside down. In shifting to a larger format can, we took the opportunity to take what we love about the Red Racer brand image and update to a more modern, impactful design. The change helps ensure that Red Racer remains the stand-out craft beer on BC liquor store shelves.”

Starting this June across BC, the Red Racer IPA, Session IPA, Pils, Northwest Pale Ale, Super Solar IPA as well as all its Beer League Lager products will move to 500 ml cans. The Reign of Hops mixed pack will also be offered in 500 ml cans, and will now include the Red Racer IPA, Session IPA, Northwest Pale Ale and Super Solar IPA.

Additional Red Racer products will follow this shift in the coming months while moving across Canada later in the year. Central City plans to have all Red Racer beers sold exclusively in 500ml cans before 2019.

About Central City Brewers + Distillers (CCBD):

Central City is craft brewery and distillery producing internationally award-winning, premium craft beer and high quality distilled spirits, based in Surrey, British Columbia. Voted Canada’s Best Brewery of the Year in 2010 and 2012, their Red Racer brand has become a cult icon among craft beer enthusiasts throughout North America. Founded in 2003 as a brewpub, Central City operates from a 68,000 sq. ft. state-of-the-art brewery and distillery on Bridgeview Drive, with two restaurants in downtown Vancouver and downtown Surrey. www.centralcitybrewing.com


Media contact: Yvonne Chiang, 604-880-5090, [email protected]

Central City’s consumer-friendly pricing move: a peek into the near future of BC beer?

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