New, premium offering leads Labatt Breweries of Canada's innovation
pipeline for 2013
TORONTO, Feb. 6, 2013 /CNW/ - Bud Light Platinum - the newest member of
the Bud Light family of beers - is set to take Canada by storm. Only
available in the U.S. until now, Bud Light Platinum has officially
launched in Canada, leading the premium beer category by delivering a
6% alc./vol. strong beer with a light, easy-drinking taste. This bold
new beer demonstrates Labatt's continued commitment to bringing
Canadians new, exciting innovations.
"Innovation is key to building Labatt's momentum now and as we head into
the all important summer season. The launch of Bud Light Platinum in
Canada - our first innovation of 2013 - is the newest addition to the
growing Bud Light family and one that will deliver a new premium
drinking experience for Canadians," said Jorn Socquet, Vice President
of Marketing, Labatt Breweries of Canada. "Labatt identified an
opportunity to shape a new category of premium beer in Canada - one
that delivers strong beer with a light, easy-drinking taste in a
sophisticated and approachable style. Bud Light Platinum fits this
profile. It has differentiated packaging including a distinctive large
cobalt blue glass bottle that looks and feels like nothing else on the
Bud Light Platinum saw huge success in the U.S. when it first launched
last year. By the end of 2012, Bud Light Platinum claimed more than 1
per cent of U.S. market share and was one of the most successful beer
launches in the U.S. since 2005. Bud Light Platinum's arrival in Canada
further solidifies the Bud Light brand's dedication to innovation,
including recent extensions Bud Light Lime - one of the biggest
Canadian beer launches in the past decade that exploded the flavoured
beer category - and Bud Light Lime Mojito.
"Labatt is one of Canada's oldest and most experienced brewers. We're
taking this expertise and working hard to shape the category to bring
exciting new products to consumers," said Socquet. "Labatt's innovation
pipeline is an important part of growing our business and we're
committed to innovating across all touch points - from the development
of new beer and flavours, to our creative campaigns, packaging design
and digital communications. We want to entice consumers and create
meaning for them in everything we do."
With the official launch of the ad on Super Bowl Sunday, Bud Light
Platinum is now available in 650 mL glass bottles, a sleek 355 mL can
and first-to-market 355 mL aluminum bottle. Bud Light Platinum is
available nationally at select retailers.
About Bud Light
Bud Light has been brewed in Canada since 1986. The Bud Light brand
expanded with the introduction of Bud Light Lime in 2009, Bud Light
Lime Mojito in 2012 and new Bud Light Platinum, launched in 2013. Each
beer in the Bud Light family is made using the finest malted barley and
premium hops imparting a unique clean aroma and crisp smooth finish.
From the first brewing steps to completion, the Bud Light family is
handled with the utmost care to ensure the same great taste every time.
For more information, visit www.budlight.ca or Facebook.com/BudLightCanada.
SOURCE: Labatt Breweries of Canada
For further information:
Edelman Public Relations
Labatt Breweries of Canada