New Partnership Between Oasis® and Alexandre Tagliani

ROUGEMONT, QC, March 13, 2013 /CNW Telbec/ - For his upcoming season, Alexandre Tagliani will be able to count on the renewed support of Lassonde and Oasis juices. Through this new partnership, by which Lassonde joins forces with the Quebec-born race car driver in 2013, the Oasis logo will be more visible than ever on Alexandre Tagliani's #98 Dallara-Honda.

"Lassonde is particularly proud to support talent such as that of Alexandre Tagliani. Through his determination, perseverance and healthy lifestyle, Tag is the ideal athlete to represent Oasis brand values across North America," said Pierre L'Heureux, Executive Vice-President and Managing Director, Sales Administration, Marketing and R&D at A. Lassonde Inc. "These are major brands Canadians love, and "top players" in their respective markets, that are teaming up with Alexandre Tagliani, the country's top-ranked race car driver."

"I am looking forward to carrying the logos and brand of the #1 juice in Canada on my #98 car for this 2013 season. I feel that the association is great not only for the team but for the IndyCar series as well in that they will both be receiving a great deal of visibility via the Oasis retail activations that are planned for this year," said Alexandre Tagliani. "Bringing Oasis on board also allows the collaboration and partnership with other great companies such as Tetra Pak and Couche-Tard, ultimately creating a network of support for the team and the series."

In order to highlight this partnership, Lassonde will reach out to consumers through a nationwide promotional campaign, created in collaboration with Tetra Pak and the Couche-Tard network. This campaign will run in stores and through social media from May to June 2013. It will offer Canadian consumers, who participate via SMS, a chance to win several prizes, including one of four VIP weekends for two to attend the IndyCar race in Toronto, on July 13 and 14, as well as a Honda Civic Si 2013.

"We are pleased to partner with our customer Lassonde on this promotion," said Hakan Soderholm, Managing Director, Tetra Pak Canada Inc. "The young generation is certainly very involved with sports in general, which makes an activity like this an interesting vehicle to promote our package with that target audience, showing them how cartons fit an on-the-go lifestyle."

"Lassonde and Oasis have been very strong supporters of Alex, and we are very happy to welcome them onboard as a sponsor of the Barracuda Networks car this season. We look forward to working together to increase brand awareness and support the retail promotional program in conjunction with Tetra Pak and Couche-Tard. And most of all, look forward to giving Alex the tools he needs to put these great brands in the winner's circle," said Bryan Herta, owner of the Bryan Herta Autosport Team.

Alexandre Tagliani will take part in the first race of the IZOD IndyCar series' 2013 season, to be held in Florida on March 24. Throughout the season, fans will be able to follow his successes on the Oasis Facebook page, which will also feature exclusive photos.

About Lassonde Industries Inc.

Lassonde Industries Inc. is a North American leader in the development, manufacture and sale of a wide selection of fruit and vegetable juices and drinks marketed under recognized brand, such as Everfresh, Fairlee, Flavür, Fruité, Graves, Oasis and Rougemont.

Lassonde is the second-largest producer of store brand ready-to-drink juices and drinks in the United States, as well as a major producer of cranberry juices, drinks and sauces.

Lassonde also markets specialty food products under recognized trademarks such as Antico and Canton. The Company imports and markets selected wines from various countries of origin and manufactures apple ciders and wine-based beverages.

The Company produces superior quality products through the efforts of some 2,000 people working in 14 plants across Canada and the United States. To learn more, visit

About Tetra Pak

Tetra Pak is the world's leading company for food processing and packaging solutions. It works closely with its customers and suppliers to provide safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the globe. With close to 22,000 employees based in over 85 countries, Tetra Pak believes in responsible industry leadership and a sustainable approach to business. Its motto, "PROTECT WHAT'S GOODTM", reflects its vision to make food safe and available everywhere.

For more information on Tetra Pak Canada, visit

About Bryan Herta Autosport

Founded by veteran driver Bryan Herta, and noted race engineer and team manager Steve Newey, Bryan Herta Autosport (BHA) has been a race-winning team in Firestone Indy Lights competition since 2009 and won the 2011 Indianapolis 500 with driver Dan Wheldon in only its second IZOD IndyCar Series start. BHA currently fields entries in the IndyCar Series and Firestone Indy Lights with Curb - Agajanian. Since 2012, BHA has partnered with Bowen and Bowers Motorsports, Inc. (BBM). Based in Toronto, Ontario, BBM is the coming together of leading sports and entertainment property development professionals, Chris Bowers and David Bowen, along with the financial management experience of Trapeze Asset Management Inc. For more information, visit

Image with caption: "Alex Tagliani with Team Owner Bryan Herta and Lead Engineer Todd Malloy, and the new Dallara-Honda #98. (CNW Group/Lassonde Industries Inc.)". Image available at:

SOURCE: Lassonde Industries Inc.

For further information:

To schedule an interview with Alexandre Tagliani or a representative of Lassonde Industries Inc. or Tetra Pak, please contact:

Sarah Claude / Mélissa Lapierre-Grano
Massy Forget Langlois Public Relations
514 842-2455, ext. 22 / 31

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