VICTORIA , British Columbia, May 20 (UPI) -- A Canadian beer company plans to have an eagle deliver its product to a lucky contest winner as part of a promotional campaign.
Phillips Brewing & Malting Co., based in Victoria, British Columbia, has employed a bald eagle to deliver a can of its new Pilsner to the winner of the company's "Beer From a Bird" promotion.
Founding brewer Matt Phillips told CTV that the idea for the eagle delivery was inspired both by new technology and the "throwback" style of the new beer.
"It's kind of a response to Amazon coming up with their drone delivery. When we were coming up with this new beer and it was kind of a throwback, a traditionally really well-aged beer, we thought what better than going to an analog method," he said. "We couldn't think of anything more screwed-up than doing an eagle drop."
The company teamed up with Pacific Northwest Raptors, which will supply Hercules, the 4-year-old bald eagle, to make the delivery.
"We wanted to be involved because our goal is to get people closer to these incredible birds," operations manager Robyn Radcliffe said. "So they'll hopefully feel more inspired to protect them in their natural habitats, to learn more about ways that they can do that and to get more involved in conservation."
Plans for the stunt, which was envisioned to take place in downtown Vancouver on June 5, were initially met with resistance from the Ministry of Forests.
"If the promotional activity does occur as currently planned, it will be in violation of the permit and the Ministry of Environment's Conservation Officer Service will be asked to investigate the incident," a statement from the ministry said.
Radcliffe told the CBC that the three parties have since discussed a compromise of the original plan that could involve holding the stunt at the sanctuary to ensure the safety of Hercules and all humans involved.
"It looks like we've come up with some solutions, we just need to finalize discussions to make sure it works from their point of view," she said.
She also assured that Hercules has an "incredible" temperament and that he would not be forced to complete the delivery in any way.
"[Hercules] is flying free, so he's doing these things if he chooses to, and if he does not, he can go and fly off into a tree or fly away," Radcliffe said.