CANADA: Labatt banks on authenticity with Brahma
Canada's Labatt Breweries believes a focus on authenticity will help Brazilian beer Brahma succeed as its goes nationwide this week.
Labatt, the Canadian arm of brewing giant InBev, has rolled out Brahma throughout the country after a period of test marketing last year. A Labatt spokesperson told just-drinks today (22 March) that the brewer would succeed where rival brewer Molson failed after it launched Brazilian brand Bavaria six years ago.
Molson is understood to have delisted Bavaria at the beginning of this year after the brand failed to take off in Canada.
"We've looked at the brand from a more authentic stand-point and we've test-marketed the product with the right consumers," the Labatt spokesperson said.
"We've done it properly; we've gone after the grass-roots, Brazilian and Portuguese communities here in Canada instead of communicating very flashy beaches and carnivals. We're going after the real Brazil."
The spokesperson added that Brahma would benefit from rising demand among Canadian beer drinkers for imported and speciality beers, a segment in which Labatt already sells brands including Stella Artois.
Labatt launched Brahma in the Canadian province of Alberta last year as part of InBev's global launch of the brand. Brahma is one of InBev's four global flagship brews, alongside Stella Artois, Beck's and Leffe.
Sectors: Beer & cider
The global roll-out of InBev's Brazilian beer, Brahma, adds a third premium brand to the global brewer's international portfolio but some observers have suggested it's an unnecessary step which threat...
San Miguel Brewery Hong Kong has secured a deal to distribute InBev's products in the city and neighbouring Macau....
Investment bank Goldman Sachs has restarted coverage of InBev. It has given the world's largest brewer by volume an "outperform" rating....
Molson Coors has appointed a new chief legal officer....
InBev, is to close its Labatt's Toronto brewery by the end of the year, with repercussions for some 265 employees. ...
Molson Coors has begun brewing in Russia....
InBev has added a Russian brewery to its pilot project to improve efficiency throughout its operations....
Grupo Empresarial Bavaria is not looking to sell up, its president has confirmed....
- Craft spirits shake-out will be just the beginning
- How Treasury is rewriting the rule book - Comment
- Drinkable yogurt - The next drinks opportunity
- Coca-Cola India suspends bottling operations
- Has Diet Coke passed its sell-by date? - Comment
- Diageo brands need "fixing and nurturing" - TWE
- SAB shareholders granted AB InBev vote split
- Diageo's Guinness Rye Pale Ale - NPD
- Pernod Ricard wins Ron Matusalem 'Cuba' legal row
- Work begins on Glasgow distillery
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Carlsberg AS (CARL B) - Financial and Strategic SWOT Analysis Review
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages