Date: Thu, 18 Dec 1997 06:29:38 GMT Server: Stronghold/2.0.1 Apache/1.2.0 Connection: close Content-Type: text/html BIG ROCK BREWERY: A MARKETING GLANCE

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A MARKETING GLANCE

Fiscal 1996 proved to be a milestone year for the Big Rock Marketing Department. Big Rock has contributed to over 150 nonprofit and charitable organizations, believing in the promotion of community and cultural awareness. We are proud supporters of organizations such as the Women's Emergency Shelter, the United Way, the Calgary Philharmonic Orchestra, Alberta Theatre Projects and the Winnipeg Folk Festival. Our support was recognized when we received the prestigious Financial Post Award for support of the Arts. Community involvement not only contributes to increased sales, but more importantly creates an environment conducive to an industry -- community partnership. This progressive and often unconventional marketing approach in the beer category has been an integral component of Big Rock's continued success.

An example of Big Rock's successful yet unconventional marketing techniques was our Warthog Ale campaign. On February 2nd, known to most as "Groundhog Day", Big Rock transported and housed two new warthogs at the Calgary Zoo. The highlight of the campaign was when the Mayor of Calgary proclaimed February 2, 1996 as "Warthog Day". Enthusiasm carried over to licensees as they donated funds from each pint of Warthog Ale sold towards the care and conservation of the warthogs. The event received national coverage and has changed the face of "Groundhog Day", in Calgary, for years to come.

For this community oriented company, support means more than giving donations. It means being directly involved with our customers. The local support which surrounds our brewery is never more evident than in our yearly commercial contest. Amateur and professional filmmakers produce commercials for Big Rock, offering to us, their rendition of why they drink our ales. The Eddies, coined as "Calgary's own Oscars", provide an outlet via which local producers showcase their product, much like they have helped to showcase ours.Early into fiscal 1997, we are confident that this year will be the most progressive and prosperous to date. The new brewery, launch of Big Rock in cans and our increasingly visible presence in the United States will no doubt provide new and interesting marketing challenges. We have the utmost confidence that our innovative marketing team will rise to the occasion and continue to successfully promote and market the best beer in the world.

This Annual Report
Financial Highlights | Report to Shareholders
Management Discussion and Analysis | Auditors' Report
Financial Statements and Notes | Corporate Information


Big Rock Brewery
5555 76th Ave S.E., Calgary, Alberta, Canada, Phone: 403-720-3239, Fax: 403-236-7523
ale@bigrockbeer.com

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