Toronto, Ontario – This holiday season, artisanal brewing and performance arts collide at Mirvish Theatres. Now, you can enjoy premium production both on and off the stage as Mirvish introduces Ontario craft beer to their concession stands with Muskoka Brewery.
Muskoka Brewery has partnered with Mirvish Productions, which operates four theatres in downtown Toronto – the Princess of Wales, Royal Alexandra, Ed Mirvish and CAA Theatres – to sell and promote their fresh locally-made creations at more than thirty-five shows over the next two years.
“Going to the theatre is a special night out. Everything about it should be the best, from the show on stage to refreshments available at the lobby bars. We are very happy to find a partner such as Muskoka Brewery, whose products are the best available and locally made,” says theatre impresario and producer David Mirvish.
“It’s a big win for craft beer. Most large-scale stadiums and auditoriums are wrapped up in macro-brewery contracts, so it’s a good sign to see influential venues like Mirvish open their doors as craft continues to grow,” says Muskoka Brewery President, Todd Lewin. Theatre-goers have a taste for the unique quality of live theatre, and soon they’ll be able to match it to Craft Lager, Cream Ale, Mad Tom IPA, Detour India Session Ale, and Docker Gin & Tonic. Mirvish Productions and Muskoka Brewery expect the audience will respond to beer that’s equally as authentic and fresh as the show.
This partnership was developed in conjunction with Muskoka Brewery by Jory Amar and Brian Himel of Brands Amplified Inc., the Exclusive Sponsorship and Advertising Agency of Mirvish Productions.