DAVE'S DUTCH BREW HITS MARKET
By Adnews Staff
Cott Corporation this week launched another low-priced beer bearing the name of the company's omnipresent president. Called Dave's Hollander, the Dutch style beer with 5.5% alcohol is the second brew in the Dave Nichol's International Selection line. It was launched Monday in Ontario in 12-pack bottles. Print and TV advertising, created by MGA Advertising of Toronto, is supporting the launch. The first beer in the International Selection line, Dave's Doppelgold, hit the Ontario market in September. Cott also sells a Dave Nichol's Personal Selection line of beers in Ontario. Both Nichol lines are brewed by Lakeport Brewing Corp. of Hamilton, Ont., a division of Cott. The Dave Nichol beers are sold by Molson Breweries under a sales and marketing licensing agreement signed about six months ago. Molson archrival Labatt Breweries of Canada makes President's Choice discount beer for Loblaw Cos. This is a brand that Nichol introduced when he worked for the Loblaws supermarket chain. Under Nichol, President's Choice was brewed by Lakeport, but after he left his post with Loblaw Cos. the brewing contract was moved to Labatt.