TITLE

Labatt brews up plans for Mexican import Sol in effort to gain crown

AUTHOR(S)
Arndorfer, James B.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/1/1999, Vol. 70 Issue 9, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plans of Labatt USA to broaden the distribution of Mexican import Sol in 1999. Labatt is slated to bring Sol to key Western markets within the next six months and to markets around the U.S. by early 2000, according to wholesalers who attended a Labatt meeting in March 1999 in Florida. Labatt supported Sol with some television in southern California, but outdoor advertising will be the medium of choice as the revitalized brand expands. To reach that goal, Labatt Brewing Co. in Canada and Femsa in Mexico are letting the importer reinvest profits in marketing.
ACCESSION #
1605105

 

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