USA: Cerveza Sol Clocks the Longest Day of the Year with Timely Marketing Tool

By | 20 June 2000

The Cerveza Sol sundial place mat premieres on the longest day of the year, June 21, 2000 and will be distributed to selected bars and restaurants throughout the Western U.S. It's part of the Cerveza Sol Summer Solstice celebration and a fresh way to brand the world's Longest Happy Hour. The sun will be up between 14 and 16 hours across the United States during the Solstice and the Sol Sundial place mat "tells" the time of day when a bottle of Cerveza Sol is placed at the center.

The Cerveza Sol Sundial place mat was created as a conversation piece and party favor to celebrate the Longest Happy Hour on the longest day of the year. The Summer Solstice has been a time of celebration for centuries. The Sol Sundial marks time in much the same way ancient cultures did, using sunshine and shadow as nature's clock. To tell the time, users simply set the Sol Sundial place mat in the sun with a bottle of Cerveza Sol on the Sol Sundial's circle; turn the dial until the arrow faces true north and the Sol bottle casts a shadow telling the approximate time of day.

David van Wees, Field Marketing Director for Labatt USA, which imports the Cerveza Sol brand from Mexico, says the Sol Sundial place mat is a unique way to celebrate the longest day of the year that belongs to this brand alone. "Since Sol is the Spanish word for 'sun,' it's a natural," said van Wees. "Sol is a perfect Solstice beverage. It's a smooth, refreshing lager that can go the distance in the world's longest Happy Hour."

Claude Hartman, owner of California-based Sunlight Designs and a vice president of the North American Sundial Association designed the unique Sol Sundial. Hartman's design is an analemmatic sundial; the kind often seen in parks where a person's own shadow falls on a marker that tells the time. Hartman said the greatest challenge in designing the Sol Sundial was using the round Sol bottle as the marker or "gnomon." ("no-mon"). Sundials traditionally use a sharp-edged object as the gnomon.

Sol is produced by Mexico's oldest and most famous brewery, founded in 1899 by a German brewmaster in a small brewery near Mexico City. Hans Zucherman named the brewery El Salto de Agua, which is Spanish for "waterfall." He named his brew "El Sol" to honor his daily greeting to the sun's warm rays as they shone down on his copper brew kettle through the ventilation opening in the roof.

In 1912, Cerveceria Cuauhtemoc Moctezuma, (CCM) acquired El Salto de Agua. CCM eventually dropped the El from El Sol in 1924. The essence of the Sol brand, including the original label with the image of the sun and its rays, remains the same.

Cerveceria Cuauhtemoc Moctezuma, S.A. DE C.V., Mexico's oldest and most famous brewery brews the brand. The company has succeeded in making the art of brewing a major national industry. Sol, a golden, smooth lager beer is available in six-packs of 12 oz. bottles. Labatt USA imports the brand into the U.S.

Labatt USA Western Division is the western business unit of import specialty beer company Labatt USA, overseeing the sales and marketing of all company brands through more than 165 wholesalers. Labatt USA Western Division incorporates 13 states in the western U.S., including Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, New Mexico, Nevada, Oregon, Utah, Washington and Wyoming. Its brand portfolio includes Dos Equis, Labatt, Rolling Rock, Sol, Tecate, Anchor Steam, Carlsberg, Leffe, Boddingtons, Bohemia, Belle-Vue, Carte Blanca, Hoegaarden and Stella Artois.

Headquartered in Norwalk, Conn., Labatt USA is a joint venture of Labatt Brewing Co. Ltd., Canada, which is a wholly-owned subsidiary of Interbrew S.A. of Belgium, and of FEMSA Cerveza S.A. de C.V. of Mexico, owner of Cerveceria Cuauhtemoc Moctezuma, S.A. de C.V.

Companies: Carlsberg, Interbrew

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