Labatt conducts Welcome Back Brew promotion
By Adnews Staff
Labatt is conducting a promotion for its Budweiser beer brand tied to its sponsorship of the Winnipeg Jets hockey team. The brewery is producing a special edition product called "Welcome Back Brew" using water from "Honour the Ice," an initiative during which water was made available for public wishes of good luck, then applied to the ice before the team's first game. The water was collected from Winnipeg locations including the MTS Centre, the Forks and others. The beer made with water from this collection will be sold in specially-marked cases in Winnipeg beginning in early 2012. The company will also host a special event to promote the launch of the product. "Budweiser is literally bottling up the spirit, passion and energy of Winnipeg's fans," said Kyle Norrington, marketing director for Budweiser. "[This is] certainly a first for us and a great way to pay homage to Jets fans who rallied tirelessly to bring back Canada's seventh team."