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LABATT LAUNCHES NEW MARKETING MAGAZINE
Published December 14, 1994
Labatt Breweries of Canada has "moved into magazine publishing in its latest bid to brew up business." This month, the company started to mail hundreds of thousands of copies of its new magazine, BEER, in two versions: one targeted to adults 30 and over, and the other "geared to the younger set." The latter version uses more "casual language and pitches such trendy brands" as Labatt Ice and Labatt Genuine Draft. One promotion includes a toll-free sports and concert ticket hot-line that reads: "Standing in line sucks. And standing in line for seats that make your nose bleed sucks even more." The issue for older readers touts Labatt Blue and John Labatt Classic with a toned- down pitch (Marina Strauss, Toronto GLOBE & MAIL, 12/14). Also yesterday, Labatt claimed that it has "nabbed" a 45.4% share of the Canadian beer market (FINANCIAL POST, 12/14).