In 2003, Moosehead Lager won a Gold award at the World Beer Cup, and earned another at Monde Selection in 2005.

In 1928, George bought a second, larger brewery in the city of Saint John, New Brunswick, site of the present day facility.

Thirty-one years later, in 1978, the brewery president Philip Oland expanded the brand and launched Moosehead Lager in the United States.

Fox relayed how he told Jay Leno as a guest on The Tonight Show, that he did not like American beer, describing it as 'too watery' and that he instead would drink Moosehead Ale.

Not long afterwards, a huge truckload of Moosehead Ale made its way to Fox's house as a free gift from the company.

[21] In 2018, the company decided to redesign the labeling of its products for a "fresh and modern look and to attract millennial consumers while not alienating an older demographic", starting in April.

Easily identified by the Spanish writing on the labels (which is not distributed in English and French speaking Canada) the beer was slowly tracked.

Because of the media attention on the story almost all of the beer was quickly found by civilians and police, and most of it was returned to Moosehead Breweries.

The final piece of the story occurred in October 2004 when 200 cans of the stolen beer were found at a marijuana growing operation in the forest near Doaktown, New Brunswick about 100 kilometres northeast of Fredericton.

[25] "Six of the cans were discovered with bite marks in them indicating a bear had, at one point, been into the beer," the RCMP said in a news release.

Wade Haines, a New Brunswick truck driver, was found guilty of stealing the shipment and was sentenced to 19½ months in jail.

[27] The unique and quirky nature of this crime story made international headlines and resulted in publicity for Moosehead; it has also been the basis of a book.

In September 2007, two tractor trailers carrying 77,000 cans and 44,000 bottles with a reported retail value of $200,000 were stolen from a transport company in Mississauga, Ontario.

Peel Region police arrested a man from Vaughan, Ontario during the first week of October 2007 and charged him with possession of stolen property.