Wheatland Kings Lucky Shot Lager on retail shelves for first time
By John Watson Local Journalism Initiative Reporter
The Agra Risk Wheatland Kings and Origin Malting and Brewing have officially launched their Lucky Shot Lager at the Calgary Co-Op Edgefield liquor store.
Having been made available exclusively at the Strathmore Family Centre Arena for the last three years, this is the first time Lucky Shot Lager is being made available at a retail location.
“Origin Malting and Brewing has been a longtime sponsor of the team … they have donated thousands of dollars directly to the club and now we are getting thousands of dollars indirectly through the sale of our partnership beer,” said Cody Holdaway, general manager of the Wheatland Kings. “The more eyes we can get on our brand and the more eyes Origin can get on their brand, the better. I think just getting it in the liquor store, it is also big for the community to be able to not only support our club, but also to be able to drink some amazing locally grown beer.”
Holdaway added in addition to the launch of the canned beer on shelves, the Kings are giving away a jersey to one person who purchases a pack prior to the conclusion of the playoff season. A draw for the prize will take place following the end of the season for the Kings.
This season has seen franchise records set for the Kings. As of Feb. 1, the Kings are ranked third in the league standings.
“It has been a franchise record setting season – something that this club has never done, obviously with the rebranding that happened at the beginning of the season, we are trying everything we can to get our brand out there and I think we are doing that, and the community support is at an all-time high,” said Holdaway. “Lucky Shot Lager has been for sale at the Family Centre Arena for about three years now. We went to retail this week so obviously it is selling now, so we will see how that keeps up and we have a lot of flats in inventory so you might see it sticking around.”
Holdaway described getting Lucky Shot Lager onto shelves as a “spur of the moment” decision. He explained the team at Origin called him prior to the new year asking if the Kings would be okay with seeing the partnership beer retailed.
There are currently no plans to offer Lucky Shot Lager at any other locations other than the Strathmore Family Centre Arena and the Calgary Co-Op Edgefield Liquor Store.
Holdaway, as well as Adam Moore and Aiden Cockx were present at the Calgary Co-Op Edgefield location, Feb. 1, from 11 a.m. until 2 p.m. handing out samples to those of legal drinking age who dropped by.