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Labatt announces U.K. ice beer launch.

Labatt Breweries of Canada recently announced the launch of its Ice Beer in the U.K. market.

In a news release, the company said that Ice Beer was "the most successful new brand introduction in Canadian brewing history" when it was introduced in Canada earlier this year.

The company said that the U.K. launch of Labatt Ice Beer is being conducted through an exclusive distribution agreement between Labatt and Carlsberg-Tetley, one of the three largest brewers in the U.K. It said that, during the test market phase, Labatt Ice Beer will be available in selected Carlsberg-Tetley pubs in London, the Midlands and in Scotland.

Labatt said it already has a significant presence in the U.K., with its products sold in more than 10,000 British pubs. Labatt's said its Canadian lager accounts for at least 96% of the Canadian beer sold in the U.K. The company said that Ice beer intended for the U.K. will initially be produced by Labatt's Montreal brewery.
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Title Annotation:Labatt Breweries Company Ltd.
Publication:Modern Brewery Age
Date:Nov 1, 1993
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