Labatt to launch Carlsberg Dark

Labatt Breweries of Canada is about to launch a beer under the Carlsberg label aimed at the same type of urban beer drinkers who have been attracted to microbrewery and brew pub products.Carlsberg Traditional Dark, will be launched as a draft...

Labatt Breweries of Canada is about to launch a beer under the Carlsberg label aimed at the same type of urban beer drinkers who have been attracted to microbrewery and brew pub products.

Carlsberg Traditional Dark, will be launched as a draft beer in English-style pubs in urban Ontario centres.

It will be positioned as a fuller-flavored draft beer in licensed establishments that carry a variety of draft products.

For Labatt, the launch represents an opportunity of targetting brands to suit licensee profiles, says Paul Smith, Labatt’s director of public relations.

Smith says the product introduction will carry heavy point-of-sale and promotional support, but no media advertising.

He says the initiative is part of an overall effort to ‘take a portfolio of draft or bottled products and match it to a diverse consumer base. Beer people are moving away from the one-size-fits-all.’

In other Labatt news, Michael Downey, who managed the Labatt Blue brand, has been promoted to director of new business development.

Downey will be in charge of all new product development.

Also, Tom Errath, the head of marketing at John Labatt and the president of the JLL Entertainment Group, is no longer an employee of jll.

Errath has been retained by the company on a consultative basis, however, and will be helping the brewery develop new markets for its ice brewing technology.