Labatt 50 gets celebratory makeover to toast Canada's 150th: Introducing "Labatt 150" Ale

TORONTO, May 17, 2017 /CNW/ - As Labatt is set to turn 170 years old this year, the brewery is raising a pint to toast Canada's 150th with the celebratory rebranding of one of the country's most beloved heritage brands, Labatt 50. This summer, Labatt 50 is being renamed "Labatt 150" to mark Canada's sesquicentennial. Limited edition commemorative cans of Labatt 150, featuring the official Canada 150 logo, will be available beginning mid-May throughout the summer.

"For as long as Canada has been around, Labatt has played a role in our nation's history. We've grown from a single brewery in London, Ontario into a national brewer with a strong presence in communities across the country," said Todd Allen, VP of Marketing, Labatt Breweries of Canada. "Labatt 50 is steeped in this heritage – it's our longest-standing brand and was Canada's best selling beer until 1979. It was a natural choice to refresh this iconic brand to celebrate such a monumental occasion for Canadians."

First launched in 1950, John and Hugh Labatt – grandsons of founder John K. Labatt – brewed Anniversary Ale (later named Labatt 50) to commemorate 50 years of their brewing partnership. The first light-tasting ale introduced in Canada, Labatt 50 was Canada's best-selling beer for almost 30 years. Today, with its new name, Labatt 150 is sure to become the beer Canadians raise in celebration of Canada's 150th birthday.

"As one of Canada's oldest breweries, founded before confederation, Labatt has been part of creating enduring memories and marking special occasions for Canadians," said Charlie Angelakos, VP of Legal and Corporate Affairs, Labatt Breweries of Canada. "For the past 170 years, we have proudly continued founder John K. Labatt's commitment to helping Canadians, giving back to our communities and brewing great tasting, quality beer."

Labatt 150 – brewed in London, Ontario and Montreal, Quebec – is now shipping to retail stores across the country and is available in six and 15-packs of 355 ml cans, and 24-packs of 473 ml cans. They'll be available throughout the summer in Ontario, Quebec, Manitoba, British Columbia, Alberta, and Newfoundland.

Print and broadcast assets, including product shots, images and video of the Labatt 150 production line as well as vintage Labatt 50 television and radio spots are available here: https://goo.gl/dRWaTk

About Labatt Breweries of Canada

Founded by John Kinder Labatt in London, Ontario in 1847, Labatt Breweries is one of Canada's founding businesses and leading brewer.  The company today has more than 3,000 employees, six breweries, three stand-alone craft brewers, and a portfolio of 60 quality beers, including Labatt 50, Budweiser, Alexander Keith's, Labatt Blue, Kokanee, Stella Artois and Corona.  Brands also include ready-to-drink beverages such as Palm Bay and Mike's Hard Lemonade. As part of the Anheuser-Busch InBev family, Labatt is committed to being The Best Beer Company Bringing People Together for a Better World, making a positive contribution through multiple programs that support its communities, promoting responsible drinking and protecting the environment.

SOURCE Labatt Breweries of Canada

For further information: Briar Wells, Labatt Breweries of Canada, briar.wells@labatt.com, 647-968-9295; Ashley Agueci, Veritas Communications, agueci@veritasinc.com, 416-580-0204


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