Kokanee, "The Beer Out Here", is getting out there with the introduction of a beer bottle series to celebrate and promote B.C.s top mountain resorts.
The Signature Mountain Series will featured seven B.C. ski areas which will be randomly displayed on more than 12 million specially labelled beer bottles.
The ski areas featured include Whistler-Blackcomb, Panorama, Sun Peaks Resort, Fernie, Big White Ski Resort and Mount Washington. Two Alberta resorts, Lake Louise and Marmot Basin, will also be featured.
"As B.C.s mountain brewery, our thinking behind the Signature Mountain Series was to create a dynamic tool to celebrate Kokanees glacier fresh source and some of the hottest mountain resorts in the world, which also happen to be in our backyard," said Dave McAnerney, the brewery manager for Columbia Brewery.
Stuart Rempel, Whistler-Blackcombs vice president of marketing and sales, said: "The Signature Mountain Series is the first effort by a beer maker to recognize their packaging can become a tool to promote the dynamic mountain lifestyle of B.C.
"Were naturally very excited about the Kokanee beer bottle as a tourism promoter for Whistler-Blackcomb."
The new labels will be appearing across Canada in the next few weeks on bottles only.