Canada’s Bench Brewing Co has struck a deal with Ace Beverage Group, acquiring the Ace Hill beer & RTD brand and Liberty Village cider mark.
Both of the newly-acquired Toronto-based brands will continue to operate under their existing identities after the deal is completed, with Bench Brewing gaining “all intellectual property and distribution rights”. Neither company disclosed the financial details behind the transaction.
The Ace Hill portfolio comprises “easy-drinking” beverages, including a carbohydrate-free light beer, a ‘Mexican style lager’ and a line of vodka-based premixes. Liberty Village’s sugar-free cider will also join Bench Brewing’s craft beer, cider and RTD portfolio.
“We’re very excited to welcome Ace Hill and Liberty Village into the Bench family,” said Bench Brewing’s founder, Matt Giffen. “These are two brands that truly understand what today’s drinkers are looking for; approachable, authentic and better-for-you options.”
Last week, trade association Beer Canada confirmed that its president, CJ Hélie, is poised to retire this month.
