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Labatt begins Labatt 150 promotion

Labatt Breweries of Canada has begun a promotion for its Labatt 50 brand timed to coincide with the 150th anniversary of Canada. During the promotion, the beer will be rebranded as Labatt 150. Limited edition cans featuring redesigned packaging will be sold from mid-May through the summer in Ontario, Quebec, Manitoba, British Columbia, Alberta and Newfoundland. These will be accompanied by print and broadcast advertising.

"For as long as Canada has been around, Labatt has played a role in our nation's history," said Todd Allen, vice-president of marketing at Labatt. "We've grown from a single brewery in London, ON into a national brewer with a strong presence in communities across the country. Labatt 50 is steeped in this heritage. It's our longest-standing brand and was Canada's best selling beer until 1979. It was a natural choice to refresh this iconic brand to celebrate such a monumental occasion for Canadians."

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