Crisis Averted

No, I'm not talking about the little plane that threatened the White House today. I'm talking about a crisis of beer getting too warm, too fast. Well, our friends to the north have just what the world needs as summer approaches. I just hope we can sneak that technology over the border without being caught.

By the way Labatt bottlers and canners, this cool idea (Oh, yes, that's a pun) does not excuse you from the fact that your bottles are shipped to the US of A at an 11.5oz. size instead of the usual 12oz. Every six-pack we get gypped out of half a beer. Thanks for the beer staying cooler longer idea, but I want my 6 ounces back!

Labatt Blue Solves Canada's Beer Warming Crisis

Specially-engineered can keeps beer crisp, cold and refreshing for longer

TORONTO, May 10 /CNW/ - As the days get longer and the temperature rises, Canadians look forward to sipping cold ones on their cottage docks, camping or backyard decks. Unfortunately, beer warms up more quickly during these typical summer beer occasions.

To the rescue with The Labatt Blue Cold One: an innovative can that, once chilled, keeps beer colder longer. Labatt Blue cans are wrapped with a thin, insulating layer developed by DuPont. This wrap protects beer from heat transferred from warm hands, condensation and the outside temperature -- the top three factors that cause beer to become warm.

"Our research confirmed that one of the top complaints of beer drinkers is that their beer gets warm too fast. It's just common sense for us to develop The Labatt Blue Cold One, a special can that helps keep beer colder for longer," says Bob Chant, Director, Corporate Affairs, Labatt Breweries of Canada. "The Labatt Blue Cold One was developed at the Labatt centre for innovation, in Labatt Blue's hometown, London, Ontario, one of four global centres of excellence for research and development around the globe."

The specially-engineered wrap on Labatt Blue cans called "Cool2Go" was invented by DuPont, a global leader in science-based, innovative materials. The Cool2Go wrap is made by placing a high tech, polymer insulation between two layers of Melinex film. This patented process results in a thin thermal barrier that keeps beer colder longer. The added layer of insulation also makes Labatt Blue Cold One cans more comfortable to hold.

"The application of this technology to beer cans is a first in the world," says Susan Procaccini, DuPont Packaging Solutions. "DuPont's Cool2Go Wrap is the ideal way to keep beer colder, longer. It's essentially a high tech label -- a thin thermal barrier that insulates each can of Labatt Blue, sealing the cold inside."

The Labatt Blue Cold One cans are available now while supplies last in Ontario at The Beer Store ($14.95 for a six-pack of 473 ml cans) and it will also be available at select bars, restaurants and patios across the province.

The Labatt Blue Cold One is just the latest in a long history of innovation from Labatt - from the twist-off cap to inventing ice brewing technology - with more to come. It's part of Labatt's commitment to giving beer drinkers more interesting and exciting ways to enjoy beer.

Labatt Blue is the best-selling Canadian beer in the world. Introduced in 1951 as Labatt Pilsener, it was named for the colour of its label by fans of the Winnipeg Blue Bombers football team. Labatt Blue was the first brand in Canada with a twist-off cap and most recently won a gold medal at the prestigious Monde Selection Awards in Brussels, Belgium. Labatt Blue is a well-balanced, fully matured, full flavoured beer with a fruity character and a slightly sweet after taste. Labatt Blue uses specially selected German aromatic hops and has no preservatives.

Founded in London, Ontario in 1847 and the proud brewer of more than 60 quality beer brands, Labatt is Canada's largest brewery.