As former president of Oland Specialty Beer Company, Labatt Breweries’ premium division, Doug Corbett learned a few things about Canadian beer drinkers. Most importantly, that they ‘care about where their beer comes from, how it’s made and how it’s served.’

This is the sort of thing Corbett will keep in mind as he settles into his new position as SVP, commercial for Toronto-based Labatt, where he will oversee the strategic direction of the brewery’s domestic commercial initiatives. He adds: ‘If we don’t take these [insights] for granted, our whole category can benefit.’

It appears that Corbett didn’t take anything for granted in his old post: in the first half of 2003, the Oland Specialty Beer Company’s volume grew organically by 23% in Canada.

Strategy caught up with the successful marketer to discuss his new role, challenges facing the whole industry, and the best time to crack open a cold one.

What are the biggest trends influencing your business today?

Among the most positive trends is the growing awareness that beer can be part of a healthy lifestyle. Numerous scientific studies have proven it, and the word is starting to get out there.

Additionally, I see the beer experience becoming redefined. Still a great complement to the traditional pizza and wings at the pub, more Canadians are discovering that beer goes well both in and with more exotic foods and in more exotic places.

Secondly, Canadian beer drinkers have the advantage of incredible choice these days. In Ontario’s Beer Stores, for example, there are more than 300 brands from over 70 brewers worldwide. Few retailers anywhere can make such a claim.

What are the biggest challenges?

The classic Canadian national beer brands have been squeezed a bit in recent years by the myriad of competitive choices available to beer drinkers these days.

One of our biggest challenges is to restore Canadians’ pride in these brands and remind them these beers are among the best in the world.

Labatt Blue, for example, won gold in one of the world’s most prestigious beer competitions last year, but I’m betting few Canadians know that.

I have always focused on product quality in communication, and will continue to do that.

How has the Canadian beer consumer changed?

Like consumers of many other products, Canadian beer drinkers are more likely to choose from a portfolio of brands to suit different occasions in their life than to remain loyal to just one brand. While that makes marketing in this business a little more difficult than it probably once was, it’s also an opportunity for a company like ours that has access to so many great beers.

What do you hope to accomplish in your new post?

I’ll be encouraging our team to continue to evolve the perception Canadians have of their beer. First of all, that beer is a wholesome, natural product that can be part of a healthy lifestyle. Secondly, that the beer industry is a significant part of the Canadian economy. And, finally, our national brands don’t have to take a back seat to anyone – particularly from the perspective of quality.

What work are you most proud of, and why?

Alexander Keith’s. We have taken a consistent approach with Keith’s in our specialty beer business over the past six years and many consumers have chosen this brand because of its authentic Nova Scotia origin, its historical roots, its distinctive taste and sociable image.

What is the best time to enjoy a cold one?

If I had to pick one it would be at a cottage on a dock with friends.