Week 12

Question 1

1. Why has it been difficult to create national beer brands in Canada?

Answer 1

Because they only come into existence in the 1960s to 1980s, and you need time to grow a brand, we also have two nations of beer drinkers west lager drinkers and the east ale drinker, this preference divided the demand, now Canada is mostly a lager drinking culture

Question 2

2. What was the national lager problem and how was it solved? That is what factors led to the creation of Canada’s first truly national beer brand?

Answer 2

The homogenization of beer brands made most brewers taste the same, and we see the rise of microbrewers, which eventually led to Labatt’s blue,

Question 3

3. What factors led to the decline of Canadian Breweries Limited in the 1960s?

Answer 3

Dow added too much sulpharic acid to his beer which caused people to get sick, this was because they needed to clean the bottles properly.

Question 4

4. What factors account for Labatt’s rise from third place to first place in the Canadian brewing industry?

Answer 4

The decline of Dow and Kebec beer and their failings in Quebec, and Labatt’s successful advertising with the blue jays

Question 5

Labatt Pilsener 1

Answer 5

It becomes Labatt’s blue ( the first national beer brand), it is a lager and based on a recipe from Czechoslovakia

Question 6

“National Lager Problem” 2

Answer 6

Labatt is failing to promote their Pilsner brand in most provinces, especially Ontario

Question 7

Ontario beer market in the 1960s 2

Answer 7

To be successful in the Canadian brewing industry you must have a significant present in Ontario, became it is Canada’s most populous province , Added on to the fact that Ontario represented 62% of beer drinker in all of Canada

Question 8

The homogenization of Canadian beer 2

Answer 8

Ultimately it leads to the microbrewery revolution which makes small Canadians brewery start to emerge. Because all the big threes beers taste the same.

Question 9

Stubby 2

Answer 9

The only container that beer can be sold in Canada between 1961 to 1984. Which was a barrier to entry for the other brands.

Question 10

Mr. Pilsener 2

Answer 10

Was a mascot to sell Labatt’s Pilsner, hes wearing lederhosen and looks distinctly European, but nationalism is on the rise.

Question 11

Labatt Blue 2

Answer 11

With the rise of this new national identity, Labatt comes out with Labatt’s Blue, in order to appeal to as many Canadians as possible. Was marketed for young and cool people.

Question 12

Kebec Beer 3

Answer 12

Helps explain Labatt’s expands his brand because there was a quiet revolution in Quebec and Quebecers wanted two things, intendance from the church and want to be in full control by Quebecers. This Kebec Ale failed to gain popularity and backfires

Question 13

Dow Ale 3

Answer 13

Also explains the rise of Labatt’s blue, which was the number one selling beer in Quebec, but Quebecers start getting sick which all have drank Dow Ale

Question 14

Swinging ‘60s 3

Answer 14

Liberalization of drinking and people start to experiment with alcohol and drugs.

Question 15

Miller Lite 4

Answer 15

In the 70s health is gaining popularity and Miller wants to capitalize on this, Miller lite becomes the first successful lite beer.

Question 16

Miller Lite 4

Answer 16

In the 70s health is gaining popularity and Miller wants to capitalize on this, Miller lite becomes the first successful lite beer. This is because people could drink more of it

Question 17

Labatt Special Lite 4

Answer 17

The first light beer in Canada released in 1977,

Question 18

Beer and baseball 4

Answer 18

Labatt starts diversifying, this included adding beer to baseball, but it provides a way for brewers to expand their market place.

Question 19

Toronto Blue Jays 4

Answer 19

It explains Labatt’s ascendancy of Labatt’s position to number one because of the large popularity of baseball in north America