Moosehead Breweries
Canada's oldest independent brewery, family-owned since 1867.
Moosehead Breweries Limited, based in Saint John, New Brunswick, is Canada’s oldest independent brewery. It was founded in 1867 and remains privately owned and operated by the Oland family, now in its sixth generation. As of 2018, the company held an estimated four percent of the Canadian domestic market and, with all major competitors owned by multinationals, is the largest fully Canadian-owned brewer. Though private and not required to disclose financials, the IBISWorld Industry Report on Breweries in Canada projected the company would generate $263.8 million in revenue over 2016.
The brewery’s roots trace back to 1865, when Susannah Oland moved from England to Nova Scotia. In 1867, she and her husband John, along with nine employees, opened The Army and Navy Brewery, named after their most loyal customers. After John Oland’s death in 1870, the brewery became S. Oland, Sons and Co. Over the next eight years, two fires struck, but the brewery recovered each time. When Susannah died in 1886, her sons Conrad and George took over. As the 20th century approached, the company renamed itself the Maritime Brewing & Malting Co. Hard times hit again in 1917 when the Halifax Explosion killed Conrad and destroyed the brewery. A year later, George and his sons moved to Halifax and bought another brewery. In 1928, George purchased a larger brewery in Saint John, which remains the current facility.
In 1931, George launched Moosehead Pale Ale, introducing the moose symbol. Following the ale’s success, the brewery changed its name to Moosehead Breweries Ltd. in 1947. In 1978, president Philip Oland expanded the brand, launching Moosehead Lager in the United States. His son Derek, who succeeded him as president in 1982, took the company global. In his autobiography *Lucky Man*, Michael J. Fox recalled telling Jay Leno on *The Tonight Show* that he found American beer too watery and preferred Moosehead Ale. Soon after, a truckload of Moosehead Ale arrived at Fox’s home as a free gift from the company.
Once a popular premium import in the U.S., distributed by RJR Nabisco, Moosehead lost significant market share in the 1980s after lowering its price to compete with larger American brewers on cost rather than quality and prestige. In 2008, Derek Oland’s sons Andrew, Patrick, and Matthew took leadership roles.
Quick Facts
- Founded
- 1867
- Founder
- Susannah Oland and family
- Hq Location City
- Saint John, New Brunswick
- Hq Location Country
- Canada
- Industry
- Alcoholic beverage
- Products
- Beer
- Owner
- Oland family
Facts from the source article.
Lore & Background
The brewery traces its roots to 1865, when Susannah Oland moved from England to Nova Scotia. She and her husband John opened The Army and Navy Brewery in 1867. After John's death in 1870, the brewery became S. Oland, Sons and Co., surviving two fires before Susannah's death in 1886. The company later became the Maritime Brewing & Malting Co., but the Halifax Explosion of 1917 killed Conrad Oland and destroyed the brewery. George Oland and his sons moved to Halifax, bought another brewery, and in 1928 purchased a larger facility in Saint John, the current site. In 1931, George launched Moosehead Pale Ale, and the company renamed itself Moosehead Breweries Ltd. in 1947. The brand expanded to the United States in 1978 under president Philip Oland, and worldwide in 1982 under Derek Oland. In 2008, Derek's sons Andrew, Patrick, and Matthew assumed leadership; as of 2019, Andrew is president and Patrick is CFO. The company has also faced tragedy: Richard Oland, a former vice president, was found bludgeoned to death in 2011; his son Dennis Oland was convicted of second-degree murder in 2015, but the conviction was overturned on appeal in 2016, with further legal proceedings pending.
Reader's Guide
Moosehead's significance lies in its status as Canada's oldest independent brewery and the last major fully Canadian-owned brewer in a market dominated by multinationals. Its history is marked by resilience through fires, explosions, and family tragedy, yet it has maintained family ownership for six generations. The brand gained international attention through a quirky 2004 theft of over 50,000 cans destined for Mexico, much of which was recovered after a bear was found to have bitten into some cans. Moosehead has won awards at the World Beer Cup, Canadian Brewing Awards, and Monde Selection. It sells beer across Canada, in many US locations, and in 15 countries. In 2018, it redesigned its labels to attract millennial consumers while retaining older demographics. The company wholly owns the Niagara Falls Brewing Company and has ventured into cannabis-infused beverages through a joint venture. Its legacy includes a notable mention in Michael J. Fox's autobiography, where he praised Moosehead Ale on The Tonight Show, leading to a truckload of beer being sent to his home.
Did You Know?
- In 2004, a truck driver stole over 50,000 cans of Moosehead beer destined for Mexico; a bear later bit into some of the recovered cans.
- Moosehead was founded in 1867 by Susannah Oland, making it Canada's oldest independent brewery.
- The company won a Gold award at the 2015 Canadian Brewing Awards for its Pale Ale, competing mostly against craft beers.
- In 2025, Moosehead introduced the 'Presidential Pack' containing 1,461 cans of Canadian lager, priced at CAD 3,490.
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