E-Malt.com News article: Canada: Lakeport Brewing named a 2005 "Marketer that Mattered" by Marketing Magazine

Lakeport Brewing Income Fund announced on December 12 that it was named a "Marketer that Mattered in 2005" by Marketing Magazine. The list is the magazine's ninth annual honour roll of organizations that set the pace in Canadian marketing. Eighteen Canadian marketing innovators were profiled on the list and met the criteria of exhibiting marketplace innovation, Canadian clout and influence/leadership.

Lakeport's marketing campaign, which uses radio, outdoor billboards, television, print, and a number of grassroots initiatives, has been instrumental in establishing Lakeport's brands as leaders in the value category of the Ontario take-home market resulting in a substantial increase in market share for its proprietary beer brands. Lakeport's share of sales through The Beer Store recently exceeded the 10 percent level for the first time in the company's history.

"We are thrilled that our marketing campaign and its fresh message have made such an impact on beer drinkers. Together with our loyal drinkers, we have changed the Ontario beer industry and we are honoured that Marketing has recognized us for our efforts," said Teresa Cascioli, Chair & Chief Executive Officer.

"Lakeport's, 'Great Beer. Fair Prices' campaign, our promise to drinkers and our media choices have combined to create a powerful communication platform that has attracted a strong and growing base of loyal customers, and that continues to build exceptional brand equity," added John Verdon, Vice- President, Marketing.

Marketing magazine is published 41 times per year and is circulated weekly to approximately 75,000 readers. It is the voice of the marketing, advertising and media industry. It features special reports and rankings on marketing initiatives.

Lakeport Brewing Income Fund is an Ontario-based brewery focused on producing value-priced quality beer for the Ontario take-home market. Lakeport produces nine proprietary beer brands. Lakeport pioneered the "24 for $24" value segment. Its Lakeport Honey Lager is one of the top-selling brands in The Beer Store. Lakeport has more than 170 full-time employees at its production facilities in Hamilton, Ontario. The Fund's units trade on the TSX under the symbol TFR.UN (TFR stands for 'two-four').


14 December, 2005