The Bier Markt Draughts Cowan & Company

TORONTO - February 19, 2007 - The Bier Markt, a downtown Toronto Belgian-style brasserie and Prime Restaurants of Canada brand, has hired Cowan & Company Communications as its Public Relations Agency of Record to develop and implement a strategic public relations campaign over the next year.

"Although the Bier Markt may be best known for our exotic beer offerings, in recent years we have become equally well-known for our cuisine including steak frites, moules, flatbreads, cheese and lager fondues, schnitzel and wild game," said Grant Cobb, Vice President of Prime Restaurants of Canada. "In 2007, the Bier Markt will be running unique culinary programs throughout the year, such as the "Me, You and Fondue" festival currently underway and the "White Asparagus" festival in the Spring, and we have decided to complement the successful advertising campaign we began last year with public relations."

In 2006, the Bier Markt hired Oxygen Design + Communications (creative) and Wills & Co (media buying) to develop its first advertising campaign focusing primarily on outdoor media in the downtown core which has helped to increase revenues by almost ten per cent in the past year. To complement these advertising campaigns, which will continue throughout 2007, Cowan & Company has been hired to develop and implement a strategic PR program including message development, media relations, promotions and media tours.

"We selected Cowan & Company as our PR partner based on fantastic results they generated last year for our Casey's Grill Bar and Prime Pubs brands - as well as their understanding of the Bier Markt brand and the creatively strategic ideas they brought to the table," added Cobb.

"I think almost everyone in the downtown core has enjoyed a tasty beverage at the Bier Markt at some point - it's a Toronto institution," said Cathy Cowan, President of Cowan & Company. "We're thrilled to now get the chance to help promote the Bier Markt's delicious European-inspired cuisine as well as their extensive selection of beverages."

About the Bier Markt
Established in 2001, the Bier Markt is a Belgian-style brasserie located in downtown Toronto between the St Lawrence Market and the Air Canada Center. Offering a selection of more than 100 brands of beer from more than 24 countries, the European brassiere's culinary commitment is defined by season to ensure exceptional quality. Chic and dynamic modern design complements guests' visits as do friendly and knowledgeable staff. The Bier Markt is a Prime Restaurants of Canada brand. For more information visit www.thebiermarkt.com.

About Cowan & Company
Cowan & Company Communications Inc. is a boutique communications firm for first-class brands. Established in 2002, the firm offers a full array of PR services specializing in media relations, collateral development, event management and promotions. Cowan & Company clients include L'Oréal Paris, Kraft Canada, Casey's Grill Bar, and the Pedorthic Association of Canada. For more information visit www.cowanandcompany.net.

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Media Contact:
Cathy Cowan, Cowan & Company
416-462-8773 ext. 11 or
cathy@cowanandcompany.net