PROVIGO GEARS UP FOR SUMMER WITH NEW BEER
By Adnews Staff
Provigo Inc. of Montreal will move into the Quebec beer market next week. The company will launch a line of private label beer in its Provigo, Maxi and Maxi & Co. outlets. Called HEK, the brew will be available in three varieties. A traditional lager with a 5.2% alcohol content, a dark beer with a 5.2% alcohol content and a strong lager with a 6.2% alcohol content. The line will be promoted using sampling and in-store materials created by Gagnon Designer of Montreal. The word HEK is the ancient Egyptian word for beer. Each beer package design makes references to different gods or goddesses: Osiris, the god of the earth and vegetation; Isis, the patron of the gold liquid; Hathor, the goddess of love and Horus, a god depicted with the head of a hawk.