Labatt 50 is rebranding itself with a very clever and very patriotic identity just in time for Canada’s 150th Birthday. Labatt 150 started as an April fool’s joke by Prime Minister Justin Trudeau (as if this couldn’t get any more Canadian), when he tweeted:
Shortly after, Labatt Breweries responded to the tweet, confirming PM Trudeau’s joke was, well, no joke.
Labatt 150 will be available this summer in Ontario, Quebec, Manitoba, Alberta, British Colombia and Newfoundland. The beer will be sold in six and 15 packs of 355 ml cans and in 24 packs of 473 ml cans.
Labatt, itself, will be celebrating its 170th birthday this year. The brewery opened in 1847 in London, Ontario by founder John K. Labatt. Originally known as “Anniversary Ale,” Labatt 50 was introduced in 1950 by the founder’s grandsons John and Hugh Labatt, and held the place of Canada’s best-selling beer until 1979.