Northern Superior Brewing plans bold hop onto more grocery shelves

Northern Superior Brewing Co. is hoping for a major expansion of availability of six of its top-selling beers, eyeing grocery stores across Ontario.

"We're hoping for a significant increase," says Trevor Zachary, general manager of the Sault-based maker of popular lagers and ales.

Currently, only Northern Superior Lager is available at LCBO and selected grocery outlets, in six-packs of 350-millilitre cans.

But the big demand these days is for tall 473-millilitre cans, generally sold individually from grocery shelves.

The company is applying to LCBO's wholesale division to make 473-millilitre cans of the following brews available at selected grocery stores across the province:

• Northern Lights pilsner
• Gitche Gumie IPA
• Northern 55 lager
• Northern Red Maple Irish red ale
• 17 North pale ale

Subject to approval, Zachary is hoping the big rollout will be well underway in mid-November, with participating retailers including Loblaws, Zehrs, Independent, No Frills, Fortinos and others.

The expansion is expected to add one or two more jobs to Northern Superior's Sault Ste. Marie staff, as well as additional sales positions, Zachary tells SooToday.