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La Brasserie Labatt marks the 25th anniversary
of the Canadian Grand Prix
with a schedule of activities that rivals the action on the track
Montreal, May 26, 2003 — An original partner of the Canadian Grand Prix on Île Notre-Dame, La Brasserie Labatt – under its Bleue Dry brand – is making a return to the world of Formula One racing as part of the event’s 25th anniversary festivities. With Normand Legault, the president and chief executive officer of GPF1 on hand, Marc Portelance, president and general manager of La Brasserie Labatt, today announced the details of the festivities surrounding the 2003 edition and unveiled a work of art commemorating the 25th anniversary of the Grand Prix in Montreal. « In many respects, La Brasserie Labatt is coming full circle in being reunited with the Grand Prix because Maurice Legault, Normand’s father, was in charge of the brewery when we first got involved in motor sports in the 1960’s, » noted Marc Portelance. “We are delighted to again be contributing to the exposure of this prestigious event, which has brought pride to all Quebecers for 25 years. » The three-year partnership agreement grants the Blue Dry brand exclusive rights on the Air Canada Grand Prix site and adds to the impressive list of international events with which La Brasserie Labatt is associated during the summer season, including the Montreal International Jazz Festival, the Just for Laughs Festival and the Francofolies. «The partnership between the Grand Prix and La Brasserie Labatt has a nice family-related touch, but above all, it is a business relationship, one that I hope will result in positive benefits for both parties, » stated Normand Legault. “There is definitely a festive atmosphere in this 25th anniversary year of the event, and La Brasserie Labatt has vast experience in knowing how to make the party a memorable experience.” Euphoria was much a part of the scene in 1978 at the first Labatt Grand Prix of Canada on Île Notre-Dame, as Gilles Villeneuve, in his first full Formula One season, recorded his first career win in front of a home crowd, driving the #12 Ferrari. It was a Canadian sports moment that will be forever etched in our collective memories. Bleue Dry ready to make some noise… Bleue Dry’s activities in conjunction with the Canadian Grand Prix will comprise several elements that are sure to spread F1 fever throughout Quebec. Bleue Dry is destined to grab the pole position this summer with the following promotions and events: - The 72 Hours of the Grand Prix: 10 VIP packages to be won, through the end of May, inside cases of 6, 12 and 24 Bleue Dry products. The VIP packages will enable two people to experience the intensity of the days – and nights – of the Grand Prix (Gold tickets, limo service, four-star hotel, etc.); - Bleue Dry Qualifs: a tour of 12 bars throughout the Montreal area that gives racing enthusiasts who record the evening’s best time on an F1 simulator the chance to win Bronze passes for the Grand Prix; - GP Festival on Crescent Street: Bleue Dry presents the Air Canada GP festival on Crescent Street, where a series of shows will be presented on the Bleue Dry stage from June 12-14. Some 300,000 people are expected to gather during the weekend. - Bleue Dry Mega Parties: From May 29 to June 11, the two Bleue Dry teams will be visiting bars in the Montreal area, enlivening the party atmosphere and handing out Bleue Dry caps. Keep up with the action by logging on to the bleuedry.ca web site. - Bleue Dry Tent (Circuit Gilles-Villeneuve): a theme village on the Grand Prix site where Bleue Dry hostesses and the various DJs will create a relaxing, pleasurable atmosphere sought after by fans who will also be able to follow the on-track happenings on giant screen TVs. « Like the Grand Prix clientele, Bleue Dry is a youthful and jet set brand that is sophisticated while at the same time being laid-back, and that’s the tone that we wanted to give to the festivities surrounding the Grand Prix, » explained René Carier, vice-president marketing for La Brasserie Labatt. Labatt Brewery of Canada, part of the Belgium-based Interbrew, S.A., is one of the country’s longest-serving brewing companies and one of the most prosperous. A proud brewer of 60 quality beers, Labatt employs 3,800 people and operates eight breweries from coast to coast, including the LaSalle brewery.
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