TORONTO TO GET ITS OWN BEER
By Adnews Staff
The City of Toronto is getting its own brew next year. Called Toronto's Own, the brew will hit the market in February. It will be available in 12-packs of bottles at Toronto beer stores, as well as at selected bars, restaurants and city events. Advertising for Toronto's Own will be handled by Lang & Associates of Toronto. The beer will be brewed and distributed by Molson Breweries of Toronto.
To support the beer, the City of Toronto and Molson has launched a contest inviting Torontonians to create labels for Toronto's Own. Under the deal, participants submit photographs of neighborhoods and landmarks that reflect the city's multicultural qualities. The photographs may be featured on, or be the inspiration, for the beer's various label designs. The deadline for submissions is Dec. 31. The contest will be promoted using PR handled in-house by Molson and the city, as well as on the brewer's and Toronto's Web site.