(Montreal, QUEBEC) – La Brasserie Labatt du Canada is innovating yet again with the launch of a brand-new product developed to meet the ever-growing demand from consumers who wish to reduce their caloric intake. The new Bleue 55, a light beer with 55 calories per 341-ml bottle, has the same great taste that Bleue lovers find so appealing, but 2.4% alcohol content.

“The Bleue family already includes a variety of products, in particular Labatt Bleue, Bleue De-alcoholized, and Bleue Dry, not to mention our newcomer, Bleue Lime,” says Mike Bascom, Brand Manager for Bleue at La Brasserie Labatt du Canada. “To mark the 60th anniversary of Bleue this year, the new Bleue 55 enhances the Labatt line and is well positioned in the low-calorie beer market.”

The light beer segment now accounts for 22% of Canada’s total volume of beer sales and has seen steady growth, up by over 32% since 2007.

“People are increasingly aware of the importance of counting calories in the products they consume, and they want to make the right choices,” say former Alouettes football player Steve Charbonneau and former speed skater Isabelle Charest, who are now a couple. “As athletes, we are in a good position to know about this! Bleue 55 is certainly an excellent alternative for those who are seeking to consume few calories but who don’t want to give up the taste of a good refreshing beer.”

Bleue 55 is available as of mid-July in cases of six or twelve 341-ml bottles. It is sold all across Quebec, both in retail outlets for bringing home and in establishments for on-site consumption.

Bleue 55, remarkable taste and 55 calories!

About Labatt Blue
Labatt Blue (Bleue in Quebec) has been quality brewed in the heritage of John Labatt since 1847. The Pilsner style lager is a full flavoured, easy-drinking beer that has stood the test of time for six decades. Labatt Blue is brewed with hand-selected ingredients and hops to deliver a fully matured, full flavoured beer that Canadians have come to know and love. Labatt Blue is the best-selling Canadian beer in the world.

About Labatt Breweries of Canada
With a proud Canadian heritage going back to 1847, Labatt employs more than 3,000 people and operates six breweries that deliver over 60 quality brands to consumers. Labatt Blue (Bleue in Quebec), Kokanee, Keith’s, Budweiser and Bud Light are among the most popular products brewed by the company nationally and regionally. Labatt has owned a facility in LaSalle since 1956 and operates some 20 distribution centres in Quebec.

As an integral part of AB InBev, the world’s leading brewer, which produces more than 200 fine beers in 130 countries, Labatt also makes world-renowned beers like Stella Artois, Brahma and Beck’s available to customers across Canada.