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Labatt begins Gear Up for the Cup promotion

Labatt Breweries of Canada has begun a promotion for Bud Light tied to the NHL Stanley Cup Playoffs. This is the brewery’s first promotion for the brand since Bud Light became the official beer sponsor of the league and the playoffs. The initiative, called “Gear Up for the Cup,” involves the inclusion of commemorative hats recognizing the 17 teams that have won the Stanley Cup. Specially-marked cases of the beer sold in Quebec will contain a scratch card that will indicate whether the consumer has won a hat. The cards also display a code that can be submitted through the website to enter a draw for one of three trips for two to fourth game of the Stanley Cup Final. Similar scratch-and-win promotions are taking place in the Maritime provinces and in western Canada. “Bud Light is the number one selling premium light brand in the world,” said Harvey Carroll, vice-president of marketing at Labatt. “For Canadian beer drinkers, no sport is more popular than hockey. So by entering into this partnership, we have created a natural and winning combination.”

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