LABATT PROMOTES STERLING
By Adnews Staff
Labatt Breweries of Canada is preparing to promote a "low-carb" beer called Labatt Sterling for the holidays. Aimed at people "following a lower-carbohydrate lifestyle," the beer has 2.5 grams of carbohydrates and 88 calories. It went on sale in Ontario yesterday. It will be released in British Columbia, Alberta, Saskatchewan, Manitoba, Nova Scotia, Prince Edward Island and Newfoundland in early December and in New Brunswick and Quebec early next year. The bottled beer is being distributed in six-packs and cases of 24. Marketing for Sterling will begin next month. It will include in-store materials, special promotions and on-site activities at bars and restaurants. The campaign is being handled by Echo Advertising of Toronto.