Moosehead Breweries has an answer to the economic chaos brought on by U.S. President Donald Trump’s monthly tariff threats: alcohol.
On Friday, the New Brunswick-based brewery unveiled its “Presidential Pack,” which includes 1,461 cans of lager, “just enough to get through the full presidential term.”
The offer from Canada’s oldest and largest independent brewery came after Trump announced on March 4 that he was following through on a 25% tariff on all Canadian goods coming into the U.S. plus a 10% levy on Canadian energy. After stock markets tumbled in the preceding days, Trump announced a 30-day tariff break for the auto sector first, then a pause on tariffs on some Canadian goods until April 2.
Moosehead Breweries marketing director Karen Grigg tells strategy that tariffs and additional Trump threats, such as making Canada the 51st American state, are stressful and even threatening to the livelihoods of many Canadians. But, if 2025 has taught us anything, Grigg says, it’s that it will take determination to weather four years of political uncertainty.
“We also know Canadians have an amazing sense of humour, and we thought nodding to what we’ve all been feeling in a playful way could help bring a bit of levity to the situation,” Grigg says. “The response has been overwhelmingly positive and incredibly effective. We’ve even had to make a waitlist because of the interest we’ve seen for the ‘Presidential Pack.’ The ‘Presidential Pack’ is our way to help bring Canadians together.”
The pack is now available for purchase on Moosehead’s website for the retail price of $3,490, plus tax and deposit. It’s available to residents of Ontario, New Brunswick and Nova Scotia, and home delivery will be provided, the brewery says.
Moosehead Breweries is based in Saint John, N.B., and is the last major brewery in Canada still owned by Canadians, Grigg points out.
“We knew it was the right time to remind Canadians of our 158-year history as Canada’s last major independent brewery, but we had to do it in a way that felt authentic to us, and that would resonate. ‘The Presidential Pack’ struck the right balance, allowing us to join the conversation by offering something unique while sharing our brand messaging of rewarding what’s difficult.”
Over the past month, numerous brands have been stepping up to make it easier for consumers to identify Canadian products. The movement, which began to build steam around Feb. 4 and grew in momentum last week, has seen retailers championing Canadian products and notable campaigns from Canadian QSR Pizza Pizza, snack brand Cheestrings and Toronto agency Bob’s Your Uncle, along with many others. Last week, Rona and Smoke’s Poutinerie joined the chorus.
Grigg has a message to fellow Canadian brands who are playing it safe during this moment of patriotism in the face of U.S. threats: “We have enough fear out there right now; don’t be afraid of this conversation, and consider the unique position your brand (big or small) might have, as well as what you might be able to offer Canadians. It’s a moment to tell your story and know you can make a difference.”
Conflict Advertising Inc. created the concept and designed the packaging for the “Presidential Pack” while Craft Public Relations handled PR and Media Experts worked on media.
