Columbia Brewery announced last week that a Whistler Mountain Bike Park scene has been chosen as one of 10 color photo images to appear on 15 million Kokanee bottles this summer as part of Kokanees Summer Adrenaline Series.
According to Brewery Manager David McAreney, the Summer Adrenaline back labels are meant to communicate the connection between Kokanee and B.C.s active, outdoor lifestyle.
Working closely with program partner Tourism B.C., the Columbia Brewery has selected summer destinations for the Kokanee back labels that capture B.C.s "super, natural" scenery and west coast lifestyle. In addition to the Whistler image, the Kootenay Rockies, the Coast Mountains, the Queen Charlotte Islands, Tofino and the West Coast Trail, Tumbler Ridge, and the Shuswap area will also be featured.
Also included on each label is the URL for the Tourism B.C. Web site, www.hellobc.com.
"The Kokanee back label program captures the rich diversity of summer destinations the province has to offer, and Tourism Whistler is thrilled that Whistler is part of the promotion," Arlene Schieven, Tourism Whistlers vice president of marketing, said in a release. "We look forward to having the people who are motivated by this creative campaign come and enjoy Whistlers diverse summer experience, from mountain biking and hiking, to golf and water sports."
The specially labeled 341 ml bottles of Kokanee beer are now available across Canada and the northwestern United States.