The Coquitlam Express hopes its fans cheer themselves hoarse this season.
If they do, those of legal drinking age will be able to soothe their throats with the BC Hockey League team’s new All Aboard golden ale.
The beer is a collaboration with Coquitlam’s Mariner Brewing. It’s described on the distinctive black and gold can as having a subtle sweetness with a touch of spice.
Express general manager Tali Campbell said the partnership with Mariner is a fresh way to showcase the team’s support in the local community while also expanding its brand.
“When I first got to this community, it was disappointing the amount of people who had no idea the Express existed,” Campbell said. “Partnerships like these push your brand to a different demographic.”
All Aboard golden ale is to launch at the team’s second annual charity golf tournament today (Sept. 14) and will be available at home games as well as at select bars, restaurants and liquor stores in the near future.
This isn’t the first time Campbell has tapped into craft beer as a marketing vehicle. When the youthful hockey executive was working with the Nanaimo Clippers, the team joined with Wolf Brewing Co. in that city to create Black and Tan, a unique bottled blend of dark malt porter and golden honey ale that are usually poured separately at a pub.
At the other end of the demographic scale, the Express is also looking for a name for its new mascot, a furry, yellow fox-like creature with a bright green conductor’s cap.
The team opens its regular season Sept. 23 with a game against the Prince George Spruce Kings, 7 p.m. at the Poirier Sport and Leisure Complex.