LABATT LAUNCHES NEW BEER IN DOMINCAN
By Adnews Staff
Labatt Breweries of Canada has expanded its joint venture agreement with Dominican Republic brewery Cerverceria Vegana. The duo launched a new beer in the Dominican this week called Soberana, which has 6% alcohol. The brew will compete head-to-head with market leader Presidenté, which currently holds 98% of the Domincan beer market. Packaging for the beer was done by Shikatani-Lacroix of Toronto. Advertising will be done by Nandy Rivas, S.A. of the Domincan. Labatt's partnership with Cerveceria began in 1991 when Labatt Blue was made available to Domincan consumers. Labatt Ice was added to the Domincan imported beer portfolio in 1994.
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