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Ironically, Scott said the goal was not to present Freedom 35 Lager as a wild, out-of-control product. “We wanted something that would be approachable. It’s something to drink while watching the hockey game, or kicking back with friends, or eating pepperoni.”

Along with an image of the immortal trio — Ricky, Julian, and Bubbles — the silver cans carry a promise of “crisp, refreshing” beery goodness “from the heart of the park.”

“Don’t let the liquor do the thinking!” the can advises.

As for the contents of the can, it’s a five per cent alcohol lager with a light and malty taste, brewed in Guelph. Available now in 473-mL cans at your local LCBO.

will be taking place on Thursday at the Queen’s Quay LCBO in Toronto, with Ricky, Julian, Bubbles, and Shoutabout Creative Agency in attendance.

For Shoutabout, Freedom 35 Lager is the culmination of about six months of brand development. “We’ve been kind of waiting at the edge of our seat, waiting for it to come out,” Scott said.

“When I found out it was at the LCBO yesterday, I rushed out there immediately to go pick up a case.”