Halifax
brewery temporarily halts beer production to can water for Labatt's
Disaster Relief Program
HALIFAX,
NS, July 11, 2024 /CNW/ - Today, Labatt
Breweries of Canada announced the
expansion of its water can production to Halifax, bolstering its Disaster Relief
Program support across Canada. To
ensure the ongoing success of this initiative, the Halifax brewery will temporarily halt beer
production to focus its direct support on the Atlantic provinces
while optimizing production capabilities for more water can
distribution coast-to-coast.
Since launching its disaster relief program in 2012, Labatt has
produced water cans at its hometown brewery in London, Ontario, providing safe drinking water
to communities affected by disasters. In 2021, Labatt furthered the
impact of its Disaster Relief Program by partnering with Team
Rubicon Canada, a veteran-led humanitarian organization. Throughout
its partnership, Labatt has leaned on the tactical expertise of
Team Rubicon whenever those in need are in particularly
hard-to-access areas. Team Rubicon Canada serves communities by
mobilizing military veterans, first responders and passionate
civilians – called Greyshirts – to get needed supplies to
communities and on-the-ground responders, quickly and safely. The
program reached a milestone last December with the donation of its
one-millionth can of water.
"Labatt proves their dedication to communities during the
toughest times," says Bryan Riddell,
CEO of Team Rubicon Canada. "Like Team Rubicon, Labatt also
understands the importance of having local resources ready when
disaster strikes. We're honoured to partner with Labatt as they
bolster support for the Atlantic provinces."
To meet increasing demands, Labatt is now also producing water
cans at its Halifax brewery
investing $120,000 in new
manufacturing technology. This addition frees up the London brewery to focus production on the
consumer demand of Canada's iconic
beers and ready-to-drink beverages, while leveraging the
Halifax brewery's flexibility and
production capacity to maximize volume. This marks the first time
the Halifax brewery has taken on
this vital role and the investment will help future volume.
"We are incredibly proud to have Halifax selected as a production hub for our
cans of safe drinking water" said Wade
Keller, Director of Corporate Affairs, Atlantic Canada, Labatt Breweries of
Canada. "This decision underscores
our commitment to the region and highlights the importance of our
collaboration with government bodies, Team Rubicon Canada, and
other key stakeholders. We have the right team in place to ensure
the highest quality, recognizing that water, while essential to our
brewing process, is also a vital commodity for every Canadian. By
working together, we're providing timely and essential aid to
communities during disasters, demonstrating our dedication to
supporting Canadians when they need it most."
The Halifax market has
historically been in demand for emergency water cans, having
previously imported over 170,000 from London during floods, wildfires and ice
storms. Enabling the Halifax Brewery to produce clean drinking
water is a strategic move for Labatt to be able to respond more
efficiently to emergency water requests during times of crisis.
More about Labatt's Disaster Relief Program:
- Established in 2012, Labatt's Disaster Relief Program has
donated over one million cans of safe drinking water to
disaster-affected communities across Canada.
- The program operates in cooperation with provincial governments
and emergency management organizations to ensure rapid response and
efficient distribution of water.
- In early 2021, Labatt announced that it would become the
national water partner for Team Rubicon Canada, a veteran-led
humanitarian organization. Labatt has been supporting this national
program through financial contributions and water donations.
- In 2023, Labatt provided over 150,000 cans of water to
communities across Canada,
including those significantly impacted by wildfires in Alberta, British
Columbia, and Nova
Scotia.
About Labatt Breweries of Canada
Labatt Breweries of Canada is
one of Canada's most established
businesses and its leading beverage company, with over 3,600
employees; an unmatched portfolio of more than 70 quality beers
including Bud Light, Busch, Corona, Michelob Ultra and Modelo
Especial, ready-to-drinks including Cutwater, Mike's Hard and
NÜTRL, and non-alcoholic products including Budweiser Zero and
Corona Sunbrew 0.0%; six key breweries; and four craft breweries
from coast-to-coast. Our employees are the driving force behind our
business – brewing the world's most loved beverages, building
iconic brands and creating meaningful experiences for Canadians.
Through 176 years of brewing excellence, we are always looking to
serve up new ways to meet life's moments, dream big to move our
industry forward and make a meaningful impact in our communities
through a collective purpose of creating A Future with More
Cheers.
SOURCE Labatt Breweries of Canada