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Labatt tries out de-alcoholized beer.

Labatt tries out de-alcoholized beer

Labatt .5, a non-alcohol beer produced from a unique brewing process, was launched in Montreal last month by Labatt Breweries of Canada Ltd.

According to the brewer, Labatt .5, which gets its name from the brew's half-percent of alcohol, is a regular Labatt lager which has slowly undergone inverse osmosis. This procedure retains a "real beer taste while removing most of the alcohol and reducing the calories," the company said. The brand has an average 60 calories per can, compared to 150 calories for Labatt's regular beers.

"Beer drinkers will be quite surprised by Labatt .5," said Tom Errath, executive vice president of marketing, Labatt. "Our unique process for removing alcohol and our strick quality control have resulted in a product with all the taste of our regular beers. We think beer drinkers will find it difficult to taste the difference."

"Our research indicates that there is a significant demand among regular beer drinkers for a beer like Labatt .5," added Errath. "Until now, de-alcoholized beers have been a disappointment in the taste department. Beer drinkers seeking to moderate their alcohol and calorie intake now have an alternative."

The new brand, available in four- and 24-pack cans, was launched in Montreal and Quebec City early in May.

Labatt .5 is brewed in Great Britain by Labatt's partner, Vaux Breweries.

PHOTO : LABATT .5 was introduced recently into the Montreal and Quebec City markets.
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Publication:Modern Brewery Age
Date:Jun 11, 1990
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