Volume 95, Issue 89

Thursday, March 21, 2002
Search the Archives:
Tips for searching
Campus and Culture
Submit Letter
Contact Us
About the Gazette


It's official: London 'all mixed up'

Malaise at Dalhousie University

Meningitis death causes fear

Colleges get funding to play 'tradesies'

Critics dismiss immigration study

Physics lecture: 'pretty geeky'

Engineers plan future pumping poop

Labatt's - making dreams come true

News Briefs

Labatt's - making dreams come true

By Ryan Dixon
Gazette Staff

You may never achieve the athletic greatness required to get your face on a box of Wheaties, but now anyone can get their mug on a bottle of beer.

Labatt's Breweries of Canada is offering customers a chance to customize bottles of Blue and Blue Light by ordering cases with a picture of themselves on the bottle labels.

Nigel Miller, director of public relations for Labatt's, said customers can expect their personalized pints – available only by direct order at a cost of $45.95 for a case of 24 – seven days after placing an order.

Miller said the public has long expressed interest in a promotion of this kind, but the motivation behind the campaign had nothing to do with potential monetary rewards for the company.

"We're not going to make any money with [this promotion]," he said, adding the promotion is intended to maintain Labatt's policy of "making friends in the business."

Media, information and technoculture professor Daniel Robinson said Labatt's may be trying to re-establish a niche for themselves after being so popular in the 1970s and 80s before they began to be challenged by a new breed of beers in the 90s.

"What works against a brand like Blue is its generic quality," Robinson said.

"There has been a rise of beers [in recent years] that can boast a certain craftsmanship or locality," he added, citing 'Upper Canada' beer as an example.

Miller said he hopes the long-standing reputation of Labatt's two most well-known beers will be a drawing point.

"[Blue and Blue Light] are our flagship brands. They're the brands we're most proud of. It's a great new idea and we think people will embrace it from that perspective," he said.

Erika Bontje, a first-year MIT student, said while she does not plan to take part in the promotion, other students will.

Second-year arts student Mike Whitney agreed that the Labatt's promotion could be one that caters to young university students because of the "disposable income" many students posses.

Whitney was very specific when he identified who he thought would be interested in this promotion: "I think first-year guys in Saugeen-Maitland Hall definitely would," he said.

To Contact The News Department:

Copyright The Gazette 2002