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Loblaw launches ‘no name’ beer in Ontario

Success of the PC “buck-a-beer” promotion leads to the grocer’s latest launch

no name beer launches in Ontario (CNW Group/Loblaw Companies Limited)

no name beer launches in Ontario (CNW Group/Loblaw Companies Limited)

Loblaw’s iconic stark yellow and black No Name packaging will soon be appearing on LCBO shelves beside Budweiser, Molson and Coors.

no name beer (which Loblaw is spelling with lower case Ns) adhere to the no name ethos of simple products offering good value, said Ian Gordon, senior vice-president, no name, in a release. No name beer will be a quality product “without all the lifestyle frills.”

Loblaw also sells President’s Choice beers, which are produced by Brick Brewing Company Ltd. (A request for information about the producer of no name beer was not immediately returned.)

“The new no name beer will stand out with its recognizable yellow label, and one word: Beer,” said Gordon. “It’s a beacon for customers looking for a great taste at an unbeatable price.”

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The beer will be on sale this weekend—the Family Day long weekend in Ontario—for just $6.60 a six-pack at select LCBO stores and LCBO.com. After that, six no name beers will cost $10.45.

Loblaw also sold some of its PC brand beers for $1 each in Ontario, for a short period last summer after the Ford government lowered price minimums in the province.

“When we piloted ‘buck-a-beer’ to Ontarians last fall, the results were unbelievable,” said Gordon. “We had record-breaking sales and incredible consumer feedback. It was an easy decision to bring the no name brand to this category at this price.”

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