LABATT SETS UP SPECIALTY BEER UNIT
By Adnews Staff
Toronto-based Labatt Breweries of Canada has set up a separate company to market regional Canadian and international brands. Called the Oland Specialty Beer Company, the operation will market Guinness Extra Stout from Ireland, Dos Equis XX and Sol from Mexico, Tubor of Denmark, Michelob from the U.S., Boddington's Pub Ale from the United Kingdom and Keith's IPA from Nova Scotia. Other brands will be added in the future. Currently, only Keith's has an agency assigned to it to handle advertising. Over the coming months, agencies will be chosen for the other brands, public relations director Bob Chant told Adnews last week. Corporate Communications Ltd. of Halifax does advertising for Keith's. Luc Guens has been appointed president of Oland. He was most recently marketing director for beer brands in Belgium for Interbrew, S.A. Oland will be headquartered in Toronto with brewing operations in Halifax.