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Wildcat releasedMontreal: La Brasserie Labatt has introduced a low-priced beer in the Quebec market under the label Wildcat.The brand is a lager with 5% alcohol by volume and will be sold in grocery stores and convenience stores in cases of 12...

Wildcat released

Montreal: La Brasserie Labatt has introduced a low-priced beer in the Quebec market under the label Wildcat.

The brand is a lager with 5% alcohol by volume and will be sold in grocery stores and convenience stores in cases of 12 and 24. It retails at about $2 less than the regular price of a case of 24 bottles.

Labatt is positioning Wildcat as an entry into a new segment of the Quebec beer market which Labatt describes as ‘popular-priced beers.’

Societe des alcools

Societe des alcools du Quebec has awarded the advertising and promotion assignment for its in-house labels to Groupaction Marketing.

According to Groupaction president Jean Brault, the multi-year contract is worth $4 million.

saq in-house brands include wines such as Harfang des neiges, Si Si Si … and Borrico. Retail sales for in-house saq brands total $100 million annually.

Groupaction won the account in competition with 16 other agencies.