Walrus Lager
Walrus Lager, or La Biere de Mosse, is a lager of on average 4.8% ABV. It has been brewed in Moon Town, Nouvel Ecosse since 1922, although other breweries under the control of the Attico's brand are given permission to also produce the drink. Walrus Lager is one of the most prominent brands brewed and sold by the Attico's Drinkeries chain.
History
Moon Town originally supported a very large monastery for Christian monks, and it is believed that the town's history in brewing alcohol originates from their, where tonic wine was brewed. The Moon Town Brewery began operations around 1840, although production of what is now their most popular brand did not begin until 1922, when Walrus Lager was first conceived. The beer takes its name from the walrus that surround the town's shoreline. It was first sold in Walrus Harbour and Edinburgh, where the rights to the distribution of the lager would be sold to the popular pub chain Attico's Drinkeries. By 2005, total annual production volume has exceeded a billion litres, and Walrus Lager is now also produced in Endeavour, Hannibal and numerous locations abroad. It is still sold exclusively by Attico's, although recently it has also appeared stocked in supermarkets.
In 2007, a lower alcohol version called Walrus Lager Light (4% abv) was marketed in Nouvel Ecosse. It is currently largely sold in supermarkets.
Advertising
Despite never featuring in any adverts prior to 2013, Walrus Lager has had a sizable impact on the advertising medium. Attico's Drinkeries have made a large profit from exclusively selling it on draught, a point that they reinforce consistently. In 2013, following the beer being awarded a Gold Medal at the Alpen View Beer Festival the pub chain released a series of adverts celebrating their victory, entitled "Release Your Inner Walrus". They were shown around the world.
Sponsorship
Walrus Lager has a history of sponsoring sport in their local area. They currently sponsor the Premier League side Sanchez Juniors, as well as numerous junior and youth teams.