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[toronto] Belgian brewing giant Interbrew is serving up a new Web site that passes up brand marketing in favor of promoting the worldwide beer business.

Interbrew has launched what it's calling an online community ( for beer drinkers and "all the stuff beer lovers want to do," including entertainment, chats, sports, contests and free e-mail.

"We're the first packaged-goods company to do this," said Rocco Rossi, president of, which secured the site's name from previous owners. "The product [beer] transcends any individual brand."

Supporting the launch is an online, outdoor and radio campaign, handled by new Toronto shop Zig in Canada and New York's Eisnor Interactive in the U.S.

The site's URL also will be promoted on Interbrew beers -- including Labatt brands in Canada and Rolling Rock in the U.S. -- splashed across bottle caps, neck labels and can rims.

Marketing efforts initially will focus on North America, although international expansion is planned. is also talking with two other major global brewers about joining the

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