Old Style Pilsner

Origins and early corporate history

Old Style Pilsner was first brewed in 1926 by Fritz Sick at his Sick's Breweries Ltd. in Lethbridge, Alberta. The beer was formulated according to the recipe of the House of Lethbridge, a detail that is still referenced on the top left-hand side of the label. Sick's Breweries expanded significantly throughout the first half of the 20th century, establishing operations across Western Canada and into the United States. The company and its flagship Old Style Pilsner brand were acquired by Molson Inc. in 1958, marking the beginning of its ownership under one of Canada's major brewing corporations. This acquisition ensured the beer's continued production and distribution while preserving its original Western Canadian character and brewing formula. The brand remains a part of the Molson Coors Canada portfolio today, managed alongside other holdings like Creemore Springs Brewery and Granville Island Brewery.

Product characteristics and label evolution

Old Style Pilsner is a well-balanced, clean, and crisp lager beer with a medium body and a smooth palate. It is characterized by a distinctive hoppy aroma and finish, adhering to the traditional German pilsner style. During this period, branding varied regionally, with the beer sold under the 'Old Style' name in British Columbia and simply as 'Pilsner' in Alberta. The current label still references the original House of Lethbridge formula. The brand maintains a strong, quirky marketing presence centred around the concept of 'Pil Country' and features a mascot known as the Pil Bunny. This branding emphasizes the beer's Western Canadian roots and cultivates a dedicated, community-oriented following among its consumers, who often use nicknames like 'Pilly', 'Pil', or 'Sner.

Geographical distribution and retail availability

For decades, Old Style Pilsner's distribution was concentrated in Western Canada, reflecting its origins. The beer was introduced to Ontario in 1992 but was initially available for only a few years before being withdrawn. It was successfully reintroduced at The Beer Store in Ontario on May 20, 2013, where it is sold in cases of 24 bottles and various multi-pack can sizes. In 2015, the brand expanded into the Quebec market, where it became available primarily in corner stores and major grocery chains such as Métro, Loblaws, and IGA. The beer is also available for purchase online through various liquor retailers in Western Canada, with options for in-store pickup and local delivery in eligible service areas.

Key distribution milestones include the beer's initial availability in western Canada starting in 1926. The brand was introduced in Ontario in 1992, though it was only available there for a few years initially. Old Style Pilsner was reintroduced at The Beer Stores in Ontario around May 20, 2013. The beer was then introduced in Quebec in 2015, where it was sold mainly in corner stores and grocery stores.

• 1926: First brewed and sold in Lethbridge, Alberta.
• 1992: Initial, short-lived launch in Ontario.
• May 20, 2013: Official reintroduction to Ontario at The Beer Store.
• 2015: Expansion into the Quebec retail market at grocery and corner stores.
• 2026: Continued availability in Western Canada, Ontario, and Quebec through multiple retail channels.

Cultural presence and marketing campaigns

Old Style Pilsner has cultivated a significant cultural footprint, particularly in Western Canada. Its most prominent marketing partnership is its sponsorship of the Canadian Football League's Saskatchewan Roughriders, a relationship that centres the brand around the team's fan culture. This sponsorship includes the adults-only standing room section in the south end zone of Mosaic Stadium in Regina, which is officially branded as 'Pil Country'. The brand also engages consumers through interactive online experiences, such as a promotional video game where the objective is to deliver five kegs of Old Style Pilsner to the top of a virtual Mount Pil. The official Pil Country website serves as a hub for the brand's quirky marketing, celebrating the Pil Bunny and what it terms 'everything weird'. This varied approach has made the beer a recognizable part of sports and popular culture in its core markets.

Corporate structure and production details

Old Style Pilsner is produced by Molson Coors Canada Inc., a subsidiary of the multinational Molson Coors Beverage Company. Within the Molson Coors Canada portfolio, Old Style Pilsner is managed alongside other brands such as Creemore Springs Brewery and Granville Island Brewery. The beer is brewed at multiple facilities, including a major plant in Etobicoke, Ontario. Production stays true to the original House of Lethbridge formula established by Fritz Sick, ensuring consistency with the beer's historic profile. The brand operates under a board of directors that oversees its strategic direction within the broader Molson Coors corporate framework. As a mass-market lager, it is produced in large volumes to supply its markets across Canada, from its Western heartland to its more recent expansions in Central Canada.

Consumer reception and critical ratings

Old Style Pilsner has been rated by thousands of users on the beer social network Untappd, where it holds an aggregate score of 3 out of 5 based on 19,184 ratings. The beer is generally reviewed as a standard, reliable pilsner that appeals to its core market in Western Canada. Its rating reflects its position as a mainstream lager rather than a craft beer, with reviews often noting its crispness and nostalgic value. The brand's strong regional identity and sponsorship activations, like Pil Country at Roughriders games, contribute more to its popularity than critical beer ratings. Consumer loyalty is driven by tradition and cultural association as much as by the product's specific tasting notes. A 2026 review on a craft beer video channel gave the beer a score of 8.1 out of 10, indicating it retains a favourable reputation among some consumers.

Recent developments and brand activity

In recent years, Old Style Pilsner has continued to leverage its 'Pil Country' branding to deepen engagement with its consumer base. Marketing efforts include digital content and merchandise that play on the brand's quirky, Western Canadian identity. The beer was featured in promotional material and reviews as recently as 2026, indicating ongoing support from Molson Coors. The brand's availability in Quebec since 2015 represents a strategic effort to grow beyond its traditional Western stronghold. Future growth will likely depend on maintaining its core regional appeal while carefully managing expansion in competitive markets like Ontario and Quebec. The brand's website and social media presence continue to promote the Pil Bunny mascot and the communal Pil Country identity, aiming to sustain its distinctive position within the Canadian beer market. Specific recent promotional activities include:

• A 2026 video review on social media platforms under the hashtag #oldstylepilsner.
• Continued sponsorship of the Saskatchewan Roughriders' Pil Country section at Mosaic Stadium.
• Online availability through Western Canadian liquor retailers like Cascadia Liquor with local delivery options.
• Maintenance of the official Pil Country website as a hub for brand-related content and community.

Questions about Old Style Pilsner

What is Pil Country?

Pil Country is the branded name for the adults-only standing room section in the south end zone of Mosaic Stadium, home of the CFL's Saskatchewan Roughriders. It is a central part of Molson Coors's sponsorship of the Roughriders, which is focused on the Old Style Pilsner brand. The term 'Pil Country' also refers more broadly to the marketing and fan community built around Old Style Pilsner, complete with its own website and mascot, the Pil Bunny. The brand's website describes it as the home of 'everything weird' related to the beer.

When was Old Style Pilsner first brewed and who founded it?

Old Style Pilsner was first brewed in 1926. It was founded by Fritz Sick at his Sick's Breweries Ltd. in Lethbridge, Alberta. The beer was brewed after the formula of the House of Lethbridge. Sick's Breweries Ltd. was bought by Molson Inc. in 1958.

What type of beer is Old Style Pilsner and what does it taste like?

Old Style Pilsner is a German-style pilsner lager. It is described by the brewer as a well-balanced, clean, and crisp beer with a medium body, a smooth palate, and a distinctive hoppy aroma and finish. It is brewed as a traditional pilsner, staying true to the formula established by its original brewer, Fritz Sick, from the House of Lethbridge. Consumer reviews often highlight its crisp, refreshing quality.

Has Old Style Pilsner appeared in any movies or other media?

Yes, the beer appeared in the movie Fubar. Molson's sponsorship of the Saskatchewan Roughriders is centered on the brand. The adults-only standing room section at Mosaic Stadium is dubbed Pil Country. The brand has also been promoted through online video reviews in 2026.

Who makes Old Style Pilsner?

Old Style Pilsner is brewed by Molson Coors Canada Inc. The brand was first created in 1926 by Fritz Sick at his Sick's Breweries Ltd. in Lethbridge, Alberta. Sick's Breweries Ltd. grew throughout western Canada and the United States before being purchased by Molson Inc. in 1958, bringing the Old Style Pilsner brand with it. Today, it is listed on Molson Coors Canada's brand roster alongside other breweries like Creemore Springs and Granville Island Brewery. The beer is brewed in Etobicoke, Ontario, and remains a significant brand for the company, notably central to its sponsorship of the Canadian Football League's Saskatchewan Roughriders.

Where can I buy Old Style Pilsner in Canada and what does it cost?

Old Style Pilsner is available across Canada, with strong roots in western provinces. In Ontario, it is sold at The Beer Store in cases of 24 bottles and various can pack sizes, having been reintroduced there in 2013. The beer became available in Quebec in 2015, primarily in corner stores and grocery chains like Métro, Loblaws, and IGA. Availability for pickup or local delivery depends on the specific store location, particularly in areas like Vancouver Island, where such services are offered.

Sources and further reading

• Old Style Pilsner (Wikipedia)
• Old Style Pilsner (cascadialiquor.com)

Checked by the Garbutt Disposal desk. Last updated 2026-10-30.