SBD/14/Sponsorships Advertising Marketing

LABATT LAUNCHES NEW MARKETING MAGAZINE

     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).
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