METRO-RICHELIEU INTRODUCES NEW PRIVATE-LABEL
By Adnews Staff
Metro-Richelieu launched its third private label beer today. Called La Norois Dry it contains 5.5% alcohol and retails for 10% less than brand-name beers. The new beer is supported by a campaign that includes print, in-store promotional material, and ads in Metro, Marche Richelieu and Super C circulars. The print campaign began on July 22, and will be repeated during the weeks of July 31 and August 7. The theme for the campaign is: "Norois launches its Dry beer, once again at a very refreshing price". Blue and silver are the dominant colors on the label, which give a "cool" image to the beer. The case features Arctic landscape at sunset. The campaign was created by LG2 of Montreal. Metro also markets Norois Premium and non-alcoholic beer Norois 0.5 The three beers are brewed by Lakeport Brewing Corp. in Hamilton.