Labatt Beer TV Commercial: “Have an Adventure” ~ 1969 Labatts
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Labatt beer intoxication makes pretty blonde appear for duwfus.
Originally a public domain film from the Library of Congress Prelinger Archives, slightly cropped to remove uneven edges, with the aspect ratio corrected, and one-pass brightness-contrast-color correction & mild video noise reduction applied.
The soundtrack was also processed with volume normalization, noise reduction, clipping reduction, and/or equalization (the resulting sound, though not perfect, is far less noisy than the original).
Labatt Brewing Company Limited (French: La Brasserie Labatt Limitée) is a Belgian-owned brewery in Canada, founded by John Kinder Labatt in 1847 in London, Ontario. Labatt is the largest brewer in Canada.
In 1995, it was purchased by Belgian brewer Interbrew. In 2004, Interbrew merged with Brazilian brewer AmBev to form InBev. In 2008, InBev merged with American brewer Anheuser-Busch to form Anheuser-Busch InBev (abbreviated as AB InBev), making Labatt part of Anheuser-Busch InBev. On October 10, 2016, an over $100 billion merger between Anheuser-Busch InBev and SABMiller closed. Labatt is now part of the new company, Anheuser-Busch InBev SA/NV, which is trading as BUD on the New York Stock Exchange (ABI:BB in Brussels).
In the United States, Labatt brand beers are sold under license by Labatt USA, which since 2009 has been fully independent of the Canadian firm and a subsidiary of the privately held North American Breweries of Rochester, New York…
In 1901, Prohibition in Canada began through a provincial legislation in Prince Edward Island. In 1916, prohibition was instituted in Ontario as well, affecting all 64 breweries in the province. Although some provinces totally banned alcohol manufacture, some permitted production for export to the United States. Labatt survived by producing full strength beer for export south of the border and by introducing two “temperance ales” with less than two per cent alcohol for sale in Ontario. However, the Canadian beer industry suffered a second blow when Prohibition in the United States began in 1919. When Prohibition was repealed in Ontario in 1926, just 15 breweries remained, and only Labatt retained its original management. This resulted in a strengthened industry position. In 1945, Labatt became a publicly traded company with the issuance of 900,000 shares.
John and Hugh Labatt, grandsons of founder John K. Labatt, launched Labatt 50 in 1950 to commemorate 50 years of partnership. The first light ale introduced in Canada, Labatt 50 was Canada’s best-selling beer until 1979.
In 1951, Labatt launched its Pilsener Lager; 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 brew-master at the time was Robert Frank Lewarne (b. 1921 Toronto, Ont. Canada—R.F. Lewarne also headed the team that produced the famous Labatt 50—mainly for the Quebec market). The nickname “Blue” stuck and in 1979, Labatt Blue claimed the top spot in the Canadian beer market. It lost this status in the late eighties to Molson Canadian, but over the next decade, it periodically regained the top spot as consumer preferences fluctuated. In 2004, Budweiser took the top spot, pushing Blue to third for the first time in twenty-five years. However, since Labatt has brewed Budweiser (and other Anheuser-Busch products) in Canada under licence since the 1980s, Labatt likely did not suffer from this shift. Moreover, Labatt Blue remains the best selling Canadian beer in the world, based upon worldwide sales.
Labatt was also the majority owner of the Toronto Blue Jays from their inception in 1976 until 1995, when Interbrew purchased Labatt.
Labatt’s innovations include the introduction of the first twist-off cap on a refillable bottle in 1984. In 1989, Labatt’s had the opportunity to hire Canadian model Pamela Anderson as a Labatt’s Blue Zone Girl after she was picked out of the crowd by a TV camera man at a BC Lions football game wearing a Blue Zone crop-top. Photographer and boyfriend Dann Ilicic produced the Blue Zone Girl poster on his own after Labatt’s refused to have anything to do with it. Later, Labatt’s did buy 1000 posters to deal with consumer demand.
In 1995, Labatt was acquired by the large Belgian multinational brewer Interbrew (now InBev)…