MOLSON SET TO LAUNCH TORONTO'S OWN
By Adnews Staff
Toronto-based Molson Breweries plans to promote Toronto's new brew using point-of-purchase materials and PR. The point-of-purchase materials will appear in bars and in beer stores. It will be created by Lang & Associates of Toronto. The new beer is called Toronto's Own Amber Lager. It will be available later this week and will have a 5.1% alcohol content. A portion of the proceeds from the sale of the beer will be donated to the City of Toronto to fund recreational facilities. Toronto's Own labels feature Toronto landmarks including Nathan Phillips Square, the Scarborough Bluffs, the Hockey Hall of Fame, Casa Loma, the Flatiron Building, the Toronto Skyline and the Beaches' boardwalk. In addition, the labels on the back of the bottles will feature city trivia and dates of city events. Additional trivia tidbits will be featured under the cap.