Les amis de la montagne benefits from La Brasserie Labatt's Better World program: greener and more unifying than ever!

16th Tuques Bleues Celebration for the preservation of Mount Royal

MONTREAL, Feb. 18, 2013 /CNW Telbec/ - True to its objective of limiting the environmental impact of its operations and contributing to the betterment of society through its ambitious Better World program, La Brasserie Labatt is proud to support, for the second year in a row, the 16th Tuques Bleues Celebration organized by Les amis de la montagne.

Almost 700 participants are expected on February 21 for this benefit evening inspired by a 19th-century Montreal tradition that will see snowshoe-clad torch-bearers wearing blue tuques climb Mount Royal. In addition to providing financial support, La Brasserie Labatt has mobilized several of its employees, who will head up the mountain in their snowshoes just after dusk.

"Mount Royal is a jewel of our urban ecosystem that needs our constant attention, but above all a tangible, collective commitment to preserve and beautify it," explains Hugo Tremblay, the brewery's Director of Corporate Affairs. "Our involvement with this one-of-a-kind activity ties in directly with our goal of being The Best Beer Company in a Better World, greener and more unifying than ever."

For his part, Les amis de la montagne President Peter A. Howlett, C.M., adds: "Les amis de la montagne is thrilled that La Brasserie Labatt has renewed its partnership with the Tuques Bleues Celebration, supporting us for a second consecutive year. The 16th edition of this nighttime snowshoeing adventure on the slopes of Mount Royal will raise funds for the mountain's educational and preservation programs. This partnership reaffirms the importance that Labatt ascribes to the improvement of Mount Royal. The community as a whole is the big winner here!"

With its Better World program, La Brasserie Labatt seeks to limit the environmental impact of its operations and contribute to the betterment of society. That is why the company engages in a variety of initiatives throughout the year to attain its goals. Among other things, the company follows the City of Montreal's Sustainable Development Plan and supports the Table de développement social de LaSalle (LaSalle neighbourhood round-table) during its annual clean-up operation as part of the Semaine d'embellissement Airlie-Bayne. On World Water Day every year, Labatt also recognizes its employees' efforts to conserve water at Labatt facilities.

About Labatt Breweries of Canada
With a proud Canadian heritage going back to 1847, Labatt employs more than 3,000 people and operates six breweries that deliver over 60 quality brands to consumers. Labatt Blue (Bleue in Quebec), Kokanee, Keith's, Budweiser and Bud Light are among the most popular products brewed by the company nationally and regionally. Labatt has owned a facility in LaSalle since 1956 and operates some 20 distribution centres in Quebec.

As an integral part of AB InBev, the world's leading brewer, which produces more than 200 fine beers, Labatt also makes world-renowned beers like Stella Artois, Brahma and Beck's available to customers across Canada. 

SOURCE: LABATT BREWING COMPANY LIMITED

Source: 
Jennifer Damiani
Communications Manager
La Brasserie Labatt

Information:
Joëlle Paquette
TACT Intelligence-conseil
418 529-3223, ext. 32
[email protected] 

Gabrielle Korn
Director of Communications
Les amis de la montagne
514 843-8240, poste 237
[email protected]