E-Malt.com News article: Canada, Quebec: Labatt launches low-calorie Bleue 55 beer

La Brasserie Labatt du Canada is launching a brand-new product developed to meet the ever-growing demand from consumers who wish to reduce their caloric intake. The new Bleue 55, a light beer with 55 calories per 341-ml bottle, has the same great taste that Bleue lovers find so appealing, but 2.4% alcohol content, CNW reported on July, 25.

"The Bleue family already includes a variety of products, in particular Labatt Bleue, Bleue De-alcoholized, and Bleue Dry, not to mention our newcomer, Bleue Lime," says Mike Bascom, Brand Manager for Bleue at La Brasserie Labatt du Canada. "To mark the 60th anniversary of Bleue this year, the new Bleue 55 enhances the Labatt line and is well positioned in the low-calorie beer market."

The light beer segment now accounts for 22% of Canada's total volume of beer sales and has seen steady growth, up by over 32% since 2007.

"People are increasingly aware of the importance of counting calories in the products they consume, and they want to make the right choices," say former Alouettes football player Steve Charbonneau and former speed skater Isabelle Charest, who are now a couple. "As athletes, we are in a good position to know about this! Bleue 55 is certainly an excellent alternative for those who are seeking to consume few calories but who don't want to give up the taste of a good refreshing beer."

Bleue 55 is available as of mid-July in cases of six or twelve 341-ml bottles. It is sold all across Quebec, both in retail outlets for bringing home and in establishments for on-site consumption.

With a proud Canadian heritage going back to 1847, Labatt employs more than 3,000 people and operates six breweries that deliver over 60 brands to consumers. Labatt Blue (Bleue in Quebec), Kokanee, Keith's, Budweiser and Bud Light are among the most popular products brewed by the company nationally and regionally. Labatt has owned a facility in LaSalle since 1956 and operates some 20 distribution centres in Quebec.

As an integral part of AB InBev, the world's leading brewer, which produces more than 200 fine beers in 130 countries, Labatt also makes world-renowned beers like Stella Artois, Brahma and Beck's available to customers across Canada.


29 July, 2011