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The Columbia Brewery announced today its plans to produce and distribute 15 million Kokanee bottles, featuring photographic colour images of ten British Columbia summer destinations, including Tumbler Ridge and Queen Charlotte Islands, randomly displayed on specially designed back labels.

?After the highly successful introduction of our winter Signature Mountain Series, featuring B.C. ski resorts, we have now turned our attention to summer destinations in Kokanee?s back yard,? says David McAnerney, Brewery Manager at the Columbia Brewery. ?The ?Summer Adrenaline? back labels communicate the connection between Kokanee and B.C.?s active, outdoors lifestyle. It?s another innovative step we have taken this year, like the introduction of the Glacier Draught System, to celebrate Kokanee?s local roots and enhance its overall quality experience for beer drinkers.?

Working closely with its program partner, Tourism B.C., the Columbia Brewery has selected summer destinations for Kokanee back labels that capture B.C.?s legendary natural scenery and unique west coast lifestyle, including vivid colour photo images of Tumbler Ridge, Queen Charlotte Islands, Tofino and the West Coast Trail on Vancouver Island, Vancouver, the Coast Mountains, Whistler Mountain, Hope and the Fraser River, the Shuswap and Kootenay Rockies.

Also included on each label is the URL for the Tourism B.C. website, www.hellobc.com, the most comprehensive online source for B.C. travel information.

?The Kokanee back label program captures the rich diversity of summer destinations the province has to offer, and the Northern B.C. Tourism Association is pleased to be able to provide useful travel experience information to people motivated by this creative campaign,? said Dawn-lisa Sethen, Executive Director, Northern British Columbia Tourism Association.

The specially labeled backside of Kokanee?s 341 ml bottle will be available across Canada and in the North Western U.S. The roll out of the Summer Adrenaline Series is part of an exciting summer line-up of Kokanee summer promotions, including ?Adrenaline Getaways with the Kokanee Glacier Girls,? in participating bars, and a sweepstakes in specially marked cases of Kokanee for an adrenaline-filled weekend in Whistler and other contest prizes such as TREK Mountain Bikes.

?Packaging reflects the character of what?s inside the bottle and is extremely important to beer consumers,? says McAnerney. ?We?re proud as ?B.C.?s beer? to show the rest of North America our province?s unmatched summer wilderness and recreation destinations, while increasing the brand?s potential to catch the eye of customers at retail and in bars and restaurants.?

Built in 1959, the Columbia Brewery is located in picturesque Creston and is part of the rich brewing tradition of British Columbia. The brewery traces its heritage to the Fort Steele Brewery, established in 1898. The Columbia Brewery began brewing its award winning Kokanee lager in 1959 and was purchased by Labatt in 1974. Sourced exclusively from the Columbia Brewery in the heart of the Kootenay Mountains, Kokanee lager is an authentic domestic specialty beer and a true taste of British Columbia.

Kokanee has been recognized as one of the highest quality beers in the world, receiving numerous brewing industry awards, including the 2004 Silver Medal Award at the prestigious International Lager Competition in London, England. In addition to Kokanee and Kokanee Light, the Columbia Brewery also produces Kokanee Gold, Kootenay True Ale, and Kootenay Mountain Ale.