Moosehead Brewery has unveiled its newest promotion, the "Presidential Pack," which contains 1,461 beers – enough for one per day over the four-year term of U.S. President Donald Trump. Each can holds 473 milliliters of Canadian lager, marketed as just enough to help people cope with the chaos of the political climate.
The initiative has stirred excitement among Canadians, particularly due to recent challenges posed by U.S. tariffs on Canadian goods. Karen Grigg, Moosehead’s marketing director, mentioned, "We had no idea what would happen when we actually launched it, and the response has been overwhelming." The initial batch of five packs, priced at $3,490 each plus tax and deposit, sold out almost instantly. The first pack was gone within just 11 minutes after its release on March 7, 2025, and all five were sold within 24 hours.
By late Tuesday afternoon, March 11, more than 100 people had signed up on the waiting list for additional packs, demonstrating significant interest. Grigg added, "Most buyers are planning epic Canada Day celebrations," indicating the pack's use might extend beyond personal consumption. This has become more than just beer; it's turning out to be part of community events where locals celebrate.
Founded in 1867, the same year Canada became confederated, Moosehead Brewery is Canada’s oldest independent brewery, and it prides itself on being the largest fully Canadian-owned brewer. The Presidential Pack seems to capture Canadian pride amid growing anxiety about U.S. political turmoil.
The brewery’s move also serves as retaliation against the tariffs set forth during Trump's presidency. While Moosehead initially faced restrictions due to interprovincial trade laws, recent progress by the Canadian government to eliminate these barriers could pave the way for wider availability. Grigg stated, "We would love to have done this Canada-wide." Currently, the pack is available only to residents of Nova Scotia, New Brunswick, and Ontario, due to these trade limitations.
Following tariffs from the U.S. on Canadian goods, provinces like British Columbia and Ontario have pulled U.S. alcohol from government-run stores. Alberta has ceased the import of American alcohol products entirely. This nationalistic response resonates deeply with Canadian consumers, who have shown support for domestic products amid increasing trade tensions. The beer market appears to be responding to national sentiment, and brands like Moosehead are clear about their support for their home country.
Grigg stated, "We are up to the task of getting this case of beer to every single location," assuring customers the brewery would find ways to overcome the logistical challenges of delivering bulk orders across provinces. Each order will require careful planning and adaptation for delivery, depending on the location, but Moosehead is committed to fulfilling the requests of those who participated.
Fans have taken to social media platforms to express their thoughts on the quirky promotion. Many have shared laughs at the pack's humorous aspect, joking whether even one beer per day will be enough to manage the stresses associated with the current U.S. administration. Grigg noted, "There’s parades, there’s campgrounds, each one has a unique story," reflecting the joy and creativity customers have about how they plan to use the beer – turning it from mere product to part of celebratory moments.
The Presidential Pack not only provides interested consumers with high-quality Canadian beer; it also encapsulates national pride, turning it against external pressures from U.S. trade policy. The overwhelming success of this initiative reflects not only Moosehead Brewery's strong connection to its customers but also the booming effort to bolster Canadian spirits, both literally and figuratively.