LABATT BLUE APPEARS IN LONDON, OUT OF THE BLUE
By Adnews Staff
Labatt Breweries and the City of London, Ontario have formed a new partnership with the unveiling of new neck labels that will appear on bottles of Labatt Blue. The "Proudly brewed in London" neck label features the city's logo and will initially be seen on bottles in cases of 24 Labatt Blue sold in the London and surrounding areas. The labels appearing on the company's flagship brand are part of a multi-faceted marketing partnership between to the brewery and the city to promote the city. Labatt will contribute $100,000 in new funding to the partnership annually. The funds will be managed by both Labatt and the City of London with $80,000 being used for promotional projects and $20,000 being used for civic interest causes. In addition, Labatt will be producing Labatt Blue promotional materials featuring facts about the city. Labatt, in return for this support, becomes the preferred brewery supplier for the City of London. Labatt's relationship with London first began in 1847, when the brewery was first founded. The neck labels were designed by Shikitani Lacroix of Toronto and the point-of-sale promotional materials were created by the Marketing & Promotions Group of Toronto.