Peter McAuslan, of McAuslan Brewing, isn’t happy with a new beer from Canadian brewing giant Labatt – or the way the company is advertising it.
The Toronto Star suggested it is a “battle of the saints.”
McAuslan called a press conference last week during Mondial de la Bière in Montreal to lodge his complaint. Labatt’s new beer is called St. Urbain, and its logo features a Montreal street sign. McAuslan’s flagship beer is its St. Ambroise Pale Ale, and the brewery has long played up its Montreal roots, using a street sign in its marketing campaigns.
“Labatt is trying to confuse the consumer. That hurts us,” said McAuslan, unveiling a T-shirt and poster campaign with the slogan “Beware of False Saints.”