Week 13

Question 1

1. Why did Labatt undertake a “don’t drink and drive” campaign in the early 1980s? And is there a business case for undertaking a Corporate Social Responsibility (CSR) campaign?

Answer 1

Labatt engages in this campaign to spite government regulation especially with the raising of the drinking age, there was also very lenient policy towards drinking and driving. Labatt wants to make it seem like their doing the right thing, grass roots movements begin to emerge to put pressure on governments. largely thanks to Richard Nixon and Bill Davis’s task force, Labatt didn’t actually care about drunk driving,

Question 2

2. Why is it that Canadian beer brands and brewers do not have a global presence? That is, what accounts for the globalization of the Canadian
   brewing industry?

Answer 2

Because Canadian beer is becoming increasingly more Americanized, before the 80s Blues was been drank by 1 in every five Canadians, now it was only 3%, The brewing industry goes global in Canada in 1990 thanks to FTA, thanks to the neo-conservative revolution, the Canadian industry are late comers the globalization

Question 3

3. What factors gave rise to the craft brewery revolution?

Answer 3

Because many Canadians have become upset the taste of the big three, and the Frank Appleton creating the craft beer revolution.

Question 4

“Cutting Out” 50 Ad 1

Answer 4

Its representative of those ads on Canadian TVs during the 70s that promote a dangerous lifestyle, contains a bunch of workers leaving their job and going to their cottage with beer, Richard says that these ads promote drinking and driving, this pressures Richard and his fellow politician to pressure the government

Question 5

Bill Davis’ Task Force 1

Answer 5

Its recommendations stimulates Labatt to do something abut Drunk driving, its made up of cabinet members that promote the dangerous nature about drunk driving and introduce raising the drinking age,

Question 6

“For Him, Please Don’t Drink and Drive” 1

Answer 6

Its the first anti impaired driving campaign in north America, and this campaign appears across the nations to make the government regard the brewers more positively

Question 7

“For Him, Please Don’t Drink and Drive” 1

Answer 7

Its the first anti impaired driving campaign in north America, and this campaign appears across the nations to make the government regard the brewers more positively, makes people think about the consequences of their actions, the issue is asking people to act responsibly after drinking, the next serious of advertisements called a homing device to ask people to think before they drink

Question 8

Patrick Beemer 1

Answer 8

He is representative of evidence that Labatt does not care about drunk driving, after his shift he goes to the cafeteria and hits his free five beers, on his way home he hits a bike driver, but Labatt defends his policy, now the consequences of driving are more severe,

Question 9

Super Bowl XIII 2

Answer 9

It has large number of Canadians tuning in and after this there is an increase for American beers, and also because Canadian beers are tasting more alike

Question 10

Licensing agreements 2

Answer 10

Now Canadian brewers want to license American beers and want to bring them into Canada, because Canadian brewers cant see beyond this and it ultimately leads to the Americanization of beer in Canada, this licensing would allow for these American brands to be brewed in Canada and avoid tariffs,

Question 11

Budweiser 2

Answer 11

Its the first international beer brand to be brewed in Canada, by the 1980 Budweiser is looking to go international, immediately it gets 8% of the Canadian drinkers largely from Labatt’s own customers,

Question 12

Neo-conservative revolution 2

Answer 12

Because of the oil crisis and inflation, leads to this new revolution to trust markets instead of governments intervention, like Brian Mulroney and Ronald Regan

Question 13

Brian Mulroney (1939-) 2

Answer 13

Is the leader of Neo-conservatism in Canada and seeks to deregulate the Canadian economy, Canada’s 18th prime minister, at school he learns to identify with conservatism, he cuts off taxes from the rich and privatizes many industry

Question 14

FTA 2

Answer 14

The Trade accords and brings down the tariff walls, come in to existence in 1980s and the brewers are worried about their own industries, to be able to compete in the international stage Canada does not have the scale to compete

Question 15

FTA 2

Answer 15

The Trade accords and brings down the tariff walls, come in to existence in 1980s and the brewers are worried about their own industries, to be able to compete in the international stage Canada does not have the scale to compete, but the brewing industry is exempt but the tariffs come down in 1990,

Question 16

The globalization of the brewing industry 2

Answer 16

Many industries can now go global fully thansk to the free trade agreements,

Question 17

Frank Appleton 3

Answer 17

Is the reason for the crat brewery revolution in Canada, come to Canda in the late 1950s and works as quality control at O’Keefes, be noties they were involved in to cutting costs rather than improving the beer, he quits in 1972 and become a survivalist,

Question 18

“The Underground Brewmaster” 3

Answer 18

Is written by Frank Appleton in is the manifesto of the craft beer industry, Mitchel reads this article and goes to meet Frank and agree to make a pub and set it up to make craft beer,

Question 19

Horseshoe Bay Brewery 3

Answer 19

Becomes the first craft beer brewery