About two weeks ago, Moosehead Breweries, Canada’s oldest independent brewery, debuted the “Presidential Pack,” a 1,461-beer jab in response to U.S. President Donald Trump’s trade war and annexation threats.
Founded in 1867, Moosehead holds claim as the last major Canadian brewery still owned by Canadians. The Saint John, New Brunswick-based company offered a crate of lagers that provided one beer per day so customers could “weather four years of political uncertainty.”
The crate costs $3,490, plus tax and deposit, and was initially more of a novelty to poke fun at an increasingly tense trade situation. However, things have changed quickly as ramped-up Canadian nationalism has led to boycotts of American-made goods, particularly U.S. alcohol that has been stripped from shelves. For many, 1,461 beers look like a good way to not only quench four years of thirst but fulfill a sense of national pride.
According to Karren Grigg, director of marketing at Moosehead Breweries, the company initially planned to make three Presidential Packs. Then five, and finally, 10. The brewery currently has a waitlist for more than 200 Presidential Packs.
“We’re very pleased with the response we’ve received. We had no idea what would happen once it launched, but the response to it from not only Canadians but also Americans and, honestly, across the world has been overwhelming and positive,” Grigg told IEN.
The first pack sold within 11 minutes after launching the campaign; the first five sold within 24 hours. Moosehead decided to make another five, which also sold out quickly.
While the company has a waitlist for more than 190 additional packs, worth some $660,000, the brewery isn’t sure it will be able to make many more.
“We are looking at logistics and what might be possible,” Grigg said. “Due to its size, the Presidential Pack is not simple to produce and ship, so we need time to consider our next steps.”
The Presidential Pack was initially available for delivery to Ontario, New Brunswick and Nova Scotia residents.