TORONTO, ON – Labatt Breweries has announced that its oldest current brand is being tweaked in celebration of Canada’s sesquicentennial.
Labatt 50 – the golden ale launched in 1950 to mark the 50th anniversary of the brewing partnership of John and Hugh Labatt, grandsons of brewery founder John K. Labatt – will be rebranded as Labatt 150 for the summer of 2017, marking the 150th anniversary of Canadian confederation.
“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, Labatt’s VP of Marketing, in a statement. “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.”
Labatt 150 is being rolled out now in Ontario, Quebec, Manitoba, British Columbia, Alberta, and Newfoundland in 355 ml and 473 ml cans, with can format and case size availability varying by province. For more details, check with local beer and liquor retailers.