As a university student in the Maritimes in the 1970's, long before Moosehead's label and image redesign, the company's products were seen and advertised as 'down market'. I remember a grainy, poorly shot b&w TV commercial from that time, depicting a conversation between two dock workers - Casey and someone else - where the final line was something like 'I like the Moose, and it comes in quarts'.  I don't know if it sold more beer, but it was memorable :-)