May 05, 2005 14:48 ET


Albertans first Canadian beer drinkers to experience BRAHMA® Attention: Business/Financial Editor, Food/Beverage Editor, News Editor, Photo Editor CALGARY, ALBERTA--(CCNMatthews - May 5, 2005) - Labatt Breweries of Canada today announced the launch of BRAHMA®, an authentic Brazilian lager delivering Brazilian style and creativity. In Canada, Alberta is the launch market for BRAHMA. First brewed in Brazil in 1888, BRAHMA is one of the most famous and best-selling beers in Brazil.

"BRAHMA is the only beer in Canada that captures the true essence of Brazil, fusing authentic heritage with contemporary culture. Alberta's dynamic beer sector full of inquisitive beer drinkers and a nation-wide growing interest in Latin culture makes this the right place and the right time to introduce BRAHMA in Canada," said Carlos Brito, president, Labatt Breweries of Canada.

BRAHMA offers an exciting taste sensation courtesy of a unique, fresh character and distinctive hop aroma. BRAHMA does not leave a bitter aftertaste, which means that the drinking experience is smooth, fresh and clean.

BRAHMA also stands out with its cool, curved, clear bottle, inspired by Brazilians' approach to life and the rich fluid landscape of Brazil. It's a world where people approach life with effortless flair or, as Brazilians say, 'ginga'. Ginga is an attitude and lifestyle, having an optimistic and creative approach to life.

The Brazil epitomized by BRAHMA, is a world away from the clichés of beaches, carnivals and football. It's a far richer and more dynamic world, where a hotbed of creative and original talents are taking Brazilian heritage and fusing it with contemporary style to create new and exciting movements in music, fashion and art.

To share in this world and attitude BRAHMA developed the Brahma Ambassadors, a collective of Brazil's most inspirational creative talents.

Speaking from Calgary where he is participating in BRAHMA sponsored events, João Marcello Bôscoli, one of the Founders of Trama, the largest independent music label of Brazil said: "There is a real thirst for the Brazilian way of life and culture around the world. BRAHMA, as one of the oldest and most famous brands in Brazil, is proud to bring the creativity and style of its homeland to Alberta."

BRAHMA (4.8%) will be available in bars, restaurants and in retail in Alberta in late May 2005. It will be available in 355 ml bottles and priced at a premium level. For more information on BRAHMA please visit

BRAHMA is brewed by InBev, the world's largest brewer, by volume. Labatt Breweries of Canada is responsible for marketing and distribution of BRAHMA in Canada. Founded in London, Ontario in 1847 and the proud brewer of more than 60 quality beer brands, Labatt is Canada's largest brewery.

InBev is a publicly traded company (Euronext: INB) based in Leuven, Belgium. The company's origins date back to 1366, and today it is the leading global brewer by volume. InBev's strategy is to strengthen its local platforms by building significant positions in the world's major beer markets through organic growth, world-class efficiency, targeted acquisitions, and by putting consumers first. InBev has a portfolio of more than 200 brands, including Stella Artois®, Brahma®, Beck's®, Skol®-the third-largest selling beer brand in the world-Leffe®, Hoegaarden®, Staropramen® and Bass®. InBev employs some 77,000 people, running operations in over 30 countries across the Americas, Europe and Asia Pacific. In 2004, InBev realized a net turnover of 8.57 billion euro (including four months of AmBev). For further information visit

Editors Note: Picture to accompany this release is available on the CP Picture Service from the Canadian Press.
/For further information: or to obtain high-resolution jpeg images, please contact Larina Lopez, Manager Corporate Affairs, Labatt Breweries - Western Canada, (780) 436-6060, IN: FOOD, SOCIAL

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