The Telegram: Thirsty Much?

It was a good year to introduce a summer seasonal beer. Quidi Vidi rolled out a new summer brew this year - Continental Pilsner - and what a summer it has been. Quidi Vidi's coolers are empty of the product and there's hardly any of it left in liquor stores.

But the St. John's microbrewery, which has several all-year brands, isn't the only outfit enjoying brisk sales of alcoholic thirst quenchers.

With more days of sunshine and heat this year than in most people's memories, the drinks are flowing in backyards, cabins and campgrounds.

According to the Newfoundland and Labrador Liquor Corp., sales at 24 liquor stores and more than 120 liquor express operations provincewide are up. Ready-to-drink sales are up 18.7 per cent year to date.

The corporation attributes the boost to the weather and new brands and flavours, including Palm Bay, new Bacardi Breezer flavours and SkinnyGirl cocktails.

"Last year the category didn't grow and last summer the category was down. As soon as the summer hit this year, this trend turned around and we immediately saw significant growth," spokesman Greg Gill said.

Beer sales are also up 12.7 per cent year to date across the Newfoundland and Labrador Liquor Corp.'s outlets, with new brands from Coors, Michelob and Bud and beer promotions. And that's not counting beer sold in convenience stores and at brewers' agents.

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To find out more visit The Telegram.


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