Labatt Breweries of Canada is marking the 60th anniversary of its signature Blue brand with three new extensions: Blue Lime, Blue Dry and Blue 55. The new beers are believed to represent the first variants to the Blue line in English Canada since Blue Light.
Blue Lime will be available in Manitoba, Ontario and Quebec (where it is known as Bleue Lime) through September, while Blue Dry (a 6.1% alcohol version of Blue with a crisper, drier finish) and Labatt Blue 55 (an extra-light version of Blue with only 55 calories) represent permanent additions to the brewer’s product line.
Labatt has also worked with its packaging design company, London, Ont.–based Backwell Design, to create new packaging for the Labatt Blue brand.
Blue Lime represents the Blue brand’s first foray into the burgeoning lime beer category, which saw sales growth of almost 30% between 2009 and 2010. Mike Bascom, Toronto-based national marketing manager for Labatt Blue, Kokanee and regional brands, said that lime-flavoured beers currently represent an estimated 1.7% of the total volume of Canadian beer sales.
“Bud Light Lime [which is also brewed by Labatt] really has led the growth of the category, and now we’re following up with an offering from Blue,” said Bascom.
Bascom said the new products put the brewer in a “great spot” for the key summer period. “We’ve got three variants on a tried and true, trusted brand, and are really excited,” he said.
While beer trends tend to be cyclical and short-lived, Bascom predicted considerable longevity for the lime beer category. “People really like the refreshment that lime beer provides, so it’s a great way to get new people into the category and a great way to give people who are already in the category a different type of refreshment,” he said.
Beer drinkers tend to be loyal to a brand, he said, but have different “need states” depending on the occasion, time of year etc. “That’s why we’ve come out with the three variants, to try and provide our Blue drinkers with those [alternatives], so that when they have a desire to try something different they can do it with a brand they know they can trust.”
The launch of the three beers is being supported by what Bascom describes as a “grassroots” marketing campaign that includes social media and co-promotions with local radio stations offering backyard barbeque parties.
The campaign is targeting everyone of legal drinking age and above, befitting Blue’s reputation as a beer that crosses generational boundaries. “We’ve got Blue drinkers across all age groups – people who’ve been drinking it for years and people who’ve been introduced to the brand when they reach legal drinking age,” said Bascom. “We’ve got a lot of people that love the brand that we want to cater to.”
Bascom said that Labatt’s support for the Blue line contradicts media reports suggesting it is starving heritage brands such as Blue of marketing support in favour of more popular U.S. imports like Budweiser and Bud Light.
“Blue is a key player for us – it always has been and always will be,” said Bascom. “We’re launching three variants of the brand, and if we didn’t care about the brand, we certainly wouldn’t do that. Blue is still wildly popular and of great importance to us.”
