SURREY, B.C. — Central City Brewers & Distillers is shifting all core Red Racer beer from 355-mL to larger format 500-mL cans — including its 6-packs and 12-packs — while maintaining traditional 355-mL pricing.
“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.”
Along with the format change, Central City is also updating its iconic Red Racer branding.”This is an opportunity to turn things upside down,” explains Marketing director Dustan Sept. “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 B.C. liquor-store shelves.”
Starting this June across B.C., the Red Racer IPA, Session IPA, Pils, Northwest Pale Ale and 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 500-mL cans before 2019.