As Labatt is set to turn 170 years old this year, the brewery is raising a pint to toast Canada’s 150th with the celebratory rebranding of one of the country’s most beloved heritage brands, Labatt 50. This summer, Labatt 50 is being renamed “Labatt 150” to mark Canada’s sesquicentennial. Limited edition commemorative cans of Labatt 150, featuring the official Canada 150 logo, will be available beginning mid-May throughout the summer.
“For as long as Canada has been around, Labatt has played a role in our nation’s history. We’ve grown from a single brewery in London, Ontario into a national brewer with a strong presence in communities across the country,” says Todd Allen, VP of Marketing, Labatt Breweries of Canada. “Labatt 50 is steeped in this heritage – it’s our longest-standing brand and was Canada’s best selling beer until 1979. It was a natural choice to refresh this iconic brand to celebrate such a monumental occasion for Canadians.”
First launched in 1950, John and Hugh Labatt – grandsons of founder John K. Labatt – brewed Anniversary Ale (later named Labatt 50) to commemorate 50 years of their brewing partnership. The first light-tasting ale introduced in Canada, Labatt 50 was Canada’s best-selling beer for almost 30 years. Today, with its new name, Labatt 150 is sure to become the beer Canadians raise in celebration of Canada’s 150th birthday.
“As one of Canada’s oldest breweries, founded before confederation, Labatt has been part of creating enduring memories and marking special occasions for Canadians,” says Charlie Angelakos, VP of Legal and Corporate Affairs, Labatt Breweries of Canada. “For the past 170 years, we have proudly continued founder John K. Labatt’s commitment to helping Canadians, giving back to our communities and brewing great tasting, quality beer.”
Labatt 150 – brewed in London, Ontario and Montreal, Quebec – is now shipping to retail stores across the country and is available in six and 15-packs of 355 mL cans, and 24-packs of 473 mL cans. They’ll be available throughout the summer in Ontario, Quebec, Manitoba, British Columbia, Alberta, and Newfoundland.
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