CANADA: Labatt in Coors Light attack
Canadian brewer Labatt has launched an ad campaign that attacks rival Molson Coors and its flagship brand Coors Light.
Labatt, the Canadian arm of brewing giant InBev, has launched a website condemning claims from Molson Coors that Coors Light is brewed in the Rocky Mountains.
The site, www.rockymountaintruth.com, says that the Coors Light sold in Ontario - a key Canadian beer market - is brewed in the province and not in the Rockies.
Labatt labels Coors Light the "not-so-real mountain beer" and contrasts it with its own Kokanee brand, which is brewed in Creston, British Columbia.
Coors Light is sold in Canada as brewed according to a "Rocky Mountain recipe" but, Labatt claims, is made in a number of various Molson Coors breweries. The Coors Light sold in the US, however, is brewed in the Rockies.
Labatt officials failed to return requests for comment as just-drinks went to press. Molson Canada officials could also not be reached for comment.
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