Mexican beer heads north of the U.S. border

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MONTREAL--Sales of Mexican beer Sol are expected to take a huge jump in Canada with its new availability in all licensed establishments, including supermarkets, grocery stores and convenience stores throughout Quebec province. The light beer (4.5% alcohol content) was until now limited to government-owned alcoholic beverage retail outlets in Quebec and liquor stores in other provinces.

An advertising campaign for Sol, including print, point-of-sale and two humorous TV commercials (in French and English with Spanish voice-overs focusing on the expression ``No problemo'') has been launched by ad agency BOS. The agency recently resigned the Unibroue specialty beer account to take on the account of Oland Specialty Beer Co. a division of Labatt Breweries of Canada and distributor of various imported beers including Sol. Labatt-Interbrew owns 30% of Mexican brewery Cerveceria Cuauhtemoc Moctezuma.

Copyright June 1999, Crain Communications Inc.

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