| The
1950s – The birth of Canada’s best
selling beers
The 1950s were epitomized by rock-and-roll, crew cuts and bobby socks. There were six National Hockey League (NHL) teams, the Beatles had yet to twist or shout and television’s influence was just beginning.
It also marked the birth of two classic Canadian beers. In March 1950, Labatt introduced its Fiftieth Anniversary Ale commemorating a half-century of business under the leadership of John S. and Hugh Labatt. This first “light” ale, affectionately called “Annie” and later “50,” quickly gained a dedicated following and eventually became Canada’s best-selling brand.
A year later, Labatt launched its Pilsener Lager, setting the trend for lager beers in Canada. When it was introduced in Manitoba, the beer was nicknamed “Blue” for the colour of its label and the company’s support of Winnipeg’s Canadian Football League (CFL) franchise, the Blue Bombers. The nickname stuck and in 1979, Blue claimed the top spot in the Canadian beer market, a position it has held ever since.
Expansion in Québec
and Beyond
In 1952, with the intention of building a major brewing facility near Montréal, Labatt acquired a 29-acre site in Ville LaSalle. Construction of La Brasserie Labatt Limitée began in 1954. During the next decade, Labatt embarked on a period of rapid expansion with the ultimate goal of becoming Canada’s national brewer. Significant moves included:
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purchasing Lucky Lager Breweries in British Columbia and equity interest in the Lucky Lager Brewing Company in San Francisco (1958)
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purchasing land for a new brewery in Etobicoke, northwest of Toronto (1961)
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announcing plans for a new Edmonton brewery (1962) |
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acquiring Bavarian Brewing Limited of St. John’s, Newfoundland (1962) |
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in 1971, Labatt purchased Oland & Sons Limited including its Halifax and Saint John breweries. Three years later, Labatt made another addition with the purchase of the Columbia Brewery of Creston, B. C. |
Labatt becomes part of a leading global brewer
In 1995, Labatt was acquired by Interbrew, the Belgium-based global brewing company with operations spanning from Europe and North America to the Asia-Pacific region. Interbrew traced its origins back to Belgium’s Den Hoorn brewery in 1366.
In 2004, Interbrew, the world’s third largest brewer combined with Brazilian-based AmBev, the world’s fifth largest brewer, to create InBev. The transaction changed the landscape of the global brewing industry and created the financial strength for InBev to extend its lead in the continuing consolidation of the global beer market, with a healthy mix of businesses in high growth and developed markets.
InBev is the world's leading brewer. It has a strong, balanced portfolio and holds the number one or number two position in over 20 key markets – more than any other brewer. Headquartered in Leuven, Belgium, InBev employs about 88,000 people worldwide. With sales in over 130 countries, the company works through six operational zones: North America, Western Europe, Central and Eastern Europe, Asia Pacific, Latin America North, and Latin America South.
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