Russell Breweries Inc. (RB:CA)

About Us

Russell was founded in 1995 and purchased by existing management in 2004.  The Company now produces handcrafted, premium beer for in Western Canada through two wholly owned breweries, one located in Surrey B.C, and one located in Winnipeg Manitoba. Using all natural ingredients and traditional beer-making techniques, Russell is brewed for people who love "real" beer.

Goal

Russell’s goal is to become the leading Canadian regional craft brewer and one of the top three North American craft brewers by creating and offering high quality, full-flavoured beers.

Industry

Craft beer is the fastest growing segment of the beer market in North America, averaging over 10% annual growth for the past 15 years. 
U.S. 2008 craft beer statistics:

• Sales: $6.3 billion
• Growth: 5.8% by volume and 10.5% by dollars.
• Production: 8.6 million barrels
• Market share (December 2008): 4% by volume and 6.3% by dollars.

Management

Russell is headed by an experienced, entrepreneurial, and results driven management team.  The management and board of advisors have a combined 150 years of Canadian beer industry experience in brewing, logistics, sales, marketing, promotions, media, and executive management. 

• Andrew Harris, President, & COO – 20 years in the food and beverage industry.
• Brian Harris, CEO – 25 years as a senior executive and entrepreneur with over 20 years in public company management. He has founded and built four successful companies.
• Gary Liu, CFO – 15 years in accounting, finance, and public company reporting.
• John Morgan, Chairman & Management Consultant – 25 years as senior executive with Labatt Breweries including President and CEO of Canadian operations and President and Managing Director of European operations.

Sales and Marketing

Russell uses a grassroots approach to building its brands.  The Company first targets restaurants, bars, and pubs in defined geographic areas with its draft beer business.  Typically, it starts with one product and over time converts the bar to an exclusive relationship for draught beer.  Upon reaching critical mass and brand recognition in an area, Russell will begin selling cans and bottles to the retail market.  Russell has a strong "push" strategy working with its client restaurants and bars to turn their staff into brand advocates educating consumers about the Russell brand and driving sales. In conjunction with its ambassador strategy, the Company has a comprehensive sales promotional strategy to drive sales and increase brand awareness. Russell provides in-pub promotions and branded promotional materials including table tents, coasters, table umbrellas, etc.  The Company heavily participates in sponsorship and executes product samplings at metro and regional events.  This strategy has been successful in the Company being one of the fastest growing BC Company’s over the past five years.

Outlook

The Company has developed a balanced portfolio of award winning brands to enable it to compete successfully in all growth segments of the beer market.   
Core craft brands in kegs, bottles and cans for the domestic premium market include Russell Extra Special Lager, Russell Pale Ale, Russell Cream Ale, Russell Honey Blonde Ale, Fort Garry Dark and Fort Garry Light. Seasonal brands include Russell Lemon Ale and Russell Lime Lager.
For beer enthusiast looking for the next outstanding taste,  the Company has developed its Brew Master Series which currently includes Russell IP'eh (IPA), A Wee Angry Scotch Ale, Black Death Porter and Blood Alley Bitter, all packaged in 650 ml singe serve bottles.   This is also a growing segment of the beer market.
In the value segment of the beer business, the Company has developed and now markets  Rocky Mountain Pilsner and Stone Cold in bottles and cans.
The Company also brews several specialty partnership beer brand in 650 ml bottles which  include Chambar Ale, GUUU Ale, Mainstreet Pilsner and Bayside Shark Lager.

The company listed on the TSX Venture Exchange in 2007. Further information is available on SEDAR which can be accessed from the Company's website. www.russellbeer.com