SOL IS NO PROBLEMO TO DRINK IN QUEBEC
By Adnews Staff
The Oland Specialty Beer Company of Montreal is bringing a touch of Mexico to Quebec with the launch of Sol, a Mexican beer that will begin being distributed in Quebec by Labatt this week. The malt-tasting lager comes in a long-necked bottle and with the label painted directly on the glass. Available in 330 ml and 500 ml bottles, the launch of Sol will be supported with two French and two English television spots, prints ads and point-of-sale materials. The theme of the campaign, adapted from a Spanish expression is "No Problemo". Advertising for Sol is done by BOS of Montreal. Sol's availability in the Quebec market is the result of a three-party agreement between Oland Specialty Beer Company, Labatt and the Mexican brewery Cerveceria Cuauhtemoc Moctezuma. Labatt holds a 30% share of the Mexican brewery and the Oland Specialty Beer Company offers consumers specialty beers produced in Canada and elsewhere in the world.