Subject Index
 

In 1998, sales of Rolling Rock beer, produced by the brewer, Labatt USA, were stagnating. Craft beers from microbreweries were also falling out of favour and Labatt believed it could take advantage of ...

After experiencing record sales in 2000, beer brand Rolling Rock, then owned by Labatt, saw its position weaken in 2001 with a decline of 8% in volume. The company decided to run its first large scale ...

For retailers, the holiday season can make or break their year. For the 2005 season IKEA Canada had to increase sales and visitor traffic, with a substantial reduction in media spending. This case stu ...

Beer brand Budweiser targets young drinkers – a notoriously fickle group of consumers, but over ten years it has increased its market share from 9% to 14 % in the face of increasing competition and ha ...

Alexander Keith’s India Pale Ale was a leading beer in Eastern Canada but a small brand nationally. The growing popularity of microbreweries and specialty beers provided an opportunity to build the br ...

Describes how Labatt USA goes about marketing Mexican beer to a specific target group, the Latino population (including, but not only, Hispanic speakers).

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade. Boomerang is a malt-based dr ...

2001-2 TV campaign for Labatt Bleue in Quebec, in association with the Feb 2002 Winter Olympics. Opportunity to become the brand leader in this beer market. Commercials featured product in various Oly ...

1993 campaign to launch Labatt's Ice Beer, to fight Molson's Canadian Ice Draft in new segment of the beer market. Qualitative research used to help develop strategy. Multi-media national campaign: he ...

1990-95 advertising for Labatt's Blue Star lager, brewed in Newfoundland. It had been declining in share and had received little or no advertising for several years. Opportunity to reposition brand as ...

Kokanee was a minor beer from the Columbia Brewing Company, owned by Labatt. When broadcast restrictions on beer advertising were lifted in 1982, it was decided to develop a small test campaign for ra ...