Labatt Breweries of Canada is using a contest to drive its new Copper beer into the heart of the alternative beer market.

The contest will allow consumers to vote between two dark beers, one an ale, the other a lager, to decide which will become a permanent member of the Labatt family.

Despite the giveaway hue of the new beers, Paul Smith, Labatt’s director of public relations, denies that the Copper products are meant to appeal to drinkers who have embraced microbrewery products over the last few years.

Smith says this product is directed quite specifically at mainstream beer drinkers who are aware of dark ales, but have found them too bitter, and not as refreshing, as regular beers.

Challenge

‘Our challenge was to come up with a formulation which met the refreshment challenge – staying within the mainstream – while maintaining some of the color attributes and the appeal of darker products,’ he says.

‘The primary thrust is to expand the horizons of mainstream beerdrinkers.’

The promotional contest between the two beers, Copper ‘X’ and Copper ‘Y,’ will be waged in beer stores, bars, and through a 1-800 number.

Copper will be available only in six packs for the duration of the contest, which ends Jan. 21.

The ‘winner’ will be announced during the Superbowl on Jan. 29.

The beers will be sold at regular prices.

A television, radio and print campaign was developed by Toronto-based Lowe SMS.