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Canadian production of Suntory Draft begins.

Canadian production of Suntory Draft begins

Beginning May 1, Suntory Draft beer will be brewed in Canada for distribution to the U.S. under a joint agreement with Suntory Ltd. and Labatt Brewing Co. Ltd.

Currently Japan's largest beverage company, Suntory Ltd. has invested more than $15 million in setting up a new brewing facility in Vancouver "to better and more quickly service the needs of the American market."

Suntory Draft will be brewed by Suntory brewmasters following their guidelines for aseptic conditions and quality control.

Accompanying the introduction of Suntory Draft is new, bold packaging for the brand, according to Associated's director of marketing, Ray Shannon.

The brand's look incorporates strong design elements, establishing a singular indentity for the brand. The six-pack and the individual shipper work to complement the label by incorporating the same colors and picking up the graphic element of the Japanese "Sae" character, found on the bottle's label, Shannon said.

"We made the commitment to creating expensive, distinctive packaging, yet staying within the mainstream of beer products," Shannon continued, adding "this new packaging enhances the brand's quality image and allows Suntory beer to become more competitive within the overall import category."
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Publication:Modern Brewery Age
Date:May 7, 1990
Words:196
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