Labatt revamps import division

John Labatt has reorganized its import and specialty beers division, Labatt International Brands, selling part of the business and forming two new units to handle the balance.Established in 1990, lib's operations included importing beers, wines and spirits for sale in Canada...

John Labatt has reorganized its import and specialty beers division, Labatt International Brands, selling part of the business and forming two new units to handle the balance.

Established in 1990, lib’s operations included importing beers, wines and spirits for sale in Canada and exporting Labatt products to countries around the world, excluding the u.s. and Europe, where Labatt runs separate divisions.

Under the new structure, specialty and imported beers will be handed by Labatt Breweries of Canada, where they will be managed by a separate sales force.

Labatt imports such beers as Michelob and Michelob Dry, Tuborg, Moretti and Castlemaine XXXX. Its specialty brew portfolio includes Guinness and Twistshandy.

To handle its export business, Labatt has formed a new division, Labatt Breweries International.

Finally, lib’s portfolio of wines and spirits has been sold to Academy Brands International, a newly formed partnership venture between Jeffrey Ward, lib’s former vice-president, and Bols Royal Distilleries of the Netherlands.

The brand lineup includes several Bols products and numerous products by wineries from around the world.

Ward will serve as Academy Brands’ new president. PA