Toronto, April 5, 2011 – Want to help protect Canadian wildlife habitats, promote tree planting initiatives and protect and preserve Canada’s lakes and streams? This spring, the Keith’s Green Initiative is helping consumers go green by giving Canadians the chance to win up to $1,000 each to donate to one of four deserving eco-charities. As much as $75,000 will be donated through the program.

By entering a PIN from specially-marked 24 IPA packs - and 15 -bottle mixer packs of Alexander Keith’s beer on Keith’s Facebook page, consumers can reveal a donation amount of between $0 and $1,000 which Keith’s will donate on their behalf to Waterkeepers Canada, Nature Canada, the NSLC Adopt-A-Stream or Trees Ontario and its national partners across the country. If a consumer doesn’t have a PIN, Keith’s will still donate $1 when the consumer becomes a fan and shares the Keith’s Green Initiative with friends on Facebook.

“Throughout his life, Alexander Keith did a lot to make the world around him a better place, and this is one way that Canadians can help keep his spirit alive,” said Dave Nicholls, Brand Manager, Alexander Keith’s. “We’re proud to support these great environmental causes and we continue to be committed to environmental responsibility in our breweries. “

In 2010, Keith’s breweries had an average recycling rate of more than 98 per cent and more than 99 per cent of the spent grains from those breweries were shipped to local farmers for re-use. Over the past five years, Keith’s has also reduced water usage within its breweries by 41 per cent, fuel consumption by 28 per cent, and electricity by 22 per cent.

Alexander Keith made a difference – and Canadians can too

Alexander Keith’s has partnered with four deserving eco-charities for the Keith’s Green Initiative:

Waterkeepers Canada patrols and protects more than 5,000 kilometers of shoreline across Canada. Donations will help your local Waterkeepers protect your right to swim, drink and fish. "Waterkeepers Canada is thrilled to have support from the well-respected Alexander Keith's brand,” said Krystyn Tully, Vice President, Lake Ontario Waterkeepers. “This is a great promotion that allows Canadians to do what we love to do - share good beer with our friends - and then, with one click, direct donations to their favourite environmental causes."

Nature Canada works with grassroots nature clubs across the country to protect and conserve habitat for endangered wildlife. Donations will help protect wilderness for the Burrowing Owl, Woodland Caribou and more than 600 other endangered species in Canada. “Alexander Keith’s Green Initiative is helping to protect nature in this country, something we know Canadians care deeply about,” said Ian Davidson, Nature Canada’s executive director. “Wildlife is the clear winners when one of Canada’s most respected conservation organizations teams up with one of the country’s oldest commercial breweries.”

Trees Ontario works with national partners to promote and execute tree planting initiatives across Canada. Donations will help support the planting of close to 3 million trees this year. Since 2004, the organization has planted over 10 million trees with 65 partners and 2,000 landowners across the country. The goal of the organization is to increase ongoing support to plant 10 million trees a year by 2015. “We are delighted to be involved with Alexander Keith’s on their green initiative and to further support re-greening efforts across the country,” said Trees Ontario CEO, Robert H. Keen. “We all have a role to play in protecting the environment so that we can ensure a sustainable ecosystem and the health of Canadians now and for our future generations.”

NSLC Adopt-A-Stream is an important environmental sponsorship between the Nova Scotia Liquor Corporation (NSLC) and the Nova Scotia Salmon Association (NSSA). The NSLC Adopt-A-Stream program provides funding and technical support to help community volunteer organizations undertake projects to protect, repair and improve aquatic habitats of local wetlands for fish and wildlife in Nova Scotia. In 2010, 28 community groups were able to restore more than 147,000 square metres of streams, re-establish 30 km of fish passage and 23,245 trees were planted streamside representing more than 8500 volunteer hours. “The partnership with NSLC and its suppliers has increased awareness of the NSLC Adopt-A-Stream program beyond our expectations,” said Carl Purcell, President, NSSA. “Involvement in powerful promotions such as Keith’s Green Initiative continues to improve environmental awareness, raises money for the program and allows us to continue our efforts to improve water quality and to make Nova Scotia an even better place to live.”

Every click counts! Visit www.facebook.com/keiths for complete rules and regulations

About Alexander Keith’s
Alexander Keith’s maintains the quality and heritage first introduced by Alexander Keith himself in 1820. Only the finest barley malt and select hops are used to brew the Keith’s family of beers, which includes the popular Alexander Keith’s India Pale Ale, Keith’s Amber Red, Keith’s Dark, Keith’s Premium White, and a series of Limited Releases.
For more information about Alexander Keith’s, visit www.keiths.ca.

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For more information, please contact:

Noor Marzook
Edelman Canada
noor.marzook@edelman.ca
416-849-8914