Labatt helping Canadian restaurants and bars instill consumer confidence through reopening phases
Partnership with fashion icon Pink Tartan to locally produce and donate 135,000 non-medical facemasks as a part of reopening kits, extends Stella Artois restaurant industry support
TORONTO, June 22, 2020 /CNW/ - As provinces across Canada continue to ease restrictions and allow businesses to reopen, Labatt Breweries of Canada is extending its support for restaurants and bars by providing reopening kits, customer service tools and donating non-medical facemasks designed in partnership with Kimberley Newport-Mimran of Pink Tartan to help employees and consumers confidently and safely return to public spaces and the workplace.
The initiative will see 135,000 facemasks donated to restaurant partners across Canada, along with reopening kits that include hand sanitizer, sanitizer towers, social distancing signage and support in going contactless with menus through QR Code coasters, tent cards and point-of-sale integration.
"Bars and restaurants are the cornerstone of our communities and play a critical role in bringing Canadians together," said Charlie Angelakos, Labatt's VP of Legal and Corporate Affairs. "We recognize the significant challenges the restaurant industry is facing right now. They need partners like us to step up and help ensure those hit hard by the pandemic have access to the tools they need to restore consumer confidence and safely return to business."
The facemasks were designed and locally produced by Kimberley Newport-Mimran of Toronto-based Pink Tartan and have three different Canadiana-inspired designs: Canadian Tuxedo – blue denim facemask with geo-metric graphic print; blue denim facemask with the iconic poppy; Classic Canadiana Lumberjack in red and black plaid. The facemasks are all 100% cotton with a poly-cotton interior for wash ability and durability. In addition to restaurants, facemasks will be donated to Food Banks Canada.
"We are proud to be partnering with Labatt to provide masks across the nation to the dedicated people working in restaurants and at our food banks, so everyone can feel more confident when we are out in public," said Kim Newport Mimran, Designer, Pink Tartan. "We were struck by Labatt's thoughtful, good gets good idea and felt it was a natural and authentic collaboration opportunity. The Canadiana design reflects the partnership between Pink Tartan and Labatt, two iconic Canadian companies, giving those wearing them protection in style."
Labatt is also supporting the safe reopening of restaurants and businesses as the first corporate partner to roll out the POST Promise – a private sector-led program that allows business owners to sign a declaration to uphold five key steps to help prevent the spread – and through brand initiatives like Stella Artois' Rally for Restaurants, a gift card program that provides local establishments with immediate financial relief.
Throughout the COVID-19 pandemic, Labatt has provided ongoing support to organizations in need through its Canadian Disaster Relief Program, donating 100,000 bottles of hand sanitizer to restaurant partners and Food Banks Canada as well as 223,000 cans of water to the City of Toronto.
ABOUT LABATT BREWERIES OF CANADA
Established by John Kinder Labatt in London, Ontario in 1847, Labatt Breweries is one of Canada's founding businesses and its leading brewer. The company today has more than 3,500 employees, six breweries, four stand-alone craft brewers, a BC distillery and a portfolio of 60 quality beers, including 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 and NÜTRL VODKA SODA. As part of the Anheuser-Busch InBev family, Labatt is committed to Bringing People Together for a Better World, making a positive contribution through multiple programs that support its communities, promote responsible drinking and protect the environment.
ABOUT KIMBERELY NEWPORT-MIMRAN
Born in Canada, Kimberley attended GBC for Fashion Merchandising and Manufacturing in Toronto. She is Head Designer and President of Pink Tartan — a womenswear collection that began in 2002 after the birth of her daughter Jacqeline Mimran.
ABOUT PINK TARTAN
Pink Tartan is a lifestyle brand with a clear identity that epitomizes President and Design Director Kimberley Newport-Mimran's appreciation of style and modern sophistication. The label is known for elevated wardrobe essentials with attention to detail and the use of tech-fabrics engineered to fit and flatter a feminine figure. The brand emphasizes a focus on the intersection between fashion and function.
"I make clothes to live your life and easily transition from day to dinner and beyond," says Newport-Mimran. Pink Tartan is characterized by its equally effortless and luxurious style, introducing new wardrobe staples in fresh prints, colours and cuts for every season. To expand beyond her sportswear signatures, Newport-Mimran introduced PT Essentials, a collection of elevated casual pieces each thoughtfully designed to enhance the Pink Tartan wardrobe. Most recently, Newport-Mimran has added eveningwear to her offerings with the Kim Newport Collection, giving the modern girl a relevant guide to glamour.
ABOUT LIFESTYLE CONCEPT
Pink Tartan first established its retail presence by launching in carefully selected luxury department stores. Building upon that initial success, President and Design Director Kimberley Newport-Mimran pivoted her label into omnichannel vertical retailing with a timely digital-meets-experiential strategy that led to the opening of her first flagship store in Toronto's Yorkville shopping district in 2010. The lifestyle concept shop sits at 77 Yorkville Avenue, the noted address on the corner of Bellair and Yorkville. The historic Georgian residence was built in 1837, and since 1926 it housed the antique treasure trove The Paisley Shop. Breathing new life into this landmark gem was a fresh redesign by internationally acclaimed designer Diego Burdi of Burdifilek. "It is beautiful and white, with light herringbone floors and modern paneling," says Newport-Mimran, who wanted the shop to reflect the homes she shares in Toronto and Palm Beach with her husband, Joe Mimran, and daughter. "We have mixed modern classics with vintage pieces." Context was the focal point for Newport-Mimran's first foray into retail under her own label, an opportunity to showcase her vision of the full brand lifestyle and experience. Complementing the latest designs from Pink Tartan and the Kim Newport Collection is a selection of gift items, clothing, accessories and anything else that Newport-Mimran is inspired by at that point in time. "They are little luxury items that make you feel good or smile," she says.
SOURCE Labatt Breweries of Canada
Tamar Nersesian, Sr. Manager, Communications, Labatt, [email protected], 416-318-3989
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