Keurig Dr Pepper Canada to distribute Labatt’s non-alcoholic beer in English Canada
This new agreement aims to broaden the distribution of Labatt's non-alcoholic malt-based products and accelerate Keurig Dr Pepper Canada's growth in the cold beverage category.
In a move that expands its presence in the cold beverage market, Keurig Dr Pepper Canada will now distribute all of Labatt’s non-alcoholic beverage portfolio in all Canadian provinces, except for Quebec, where distribution excludes banners where alcohol is sold.
As of Oct. 1, 2021, Keurig Dr Pepper Canada will sell, distribute and merchandise in groceries, convenience and gas, and food service outlets through its established distribution channels.
The distribution agreement will apply to Budweiser Zero, Becks, O’Douls and Labatt Blue.
“[Keurig Dr Pepper Canada’s] extensive knowledge of the beverage industry, strong distribution network and complementary brand portfolio will undoubtedly increase Labatt’s ability to reach Canadians with its offering of accessible non-alcoholic beers,” said Kyle Norrington, president, Labatt Breweries of Canada. “The Keurig Dr Pepper team will be responsible for maximizing the number of points of sale where our products are sold as well as facilitating our operations across Canada.”
Utilizing what it calls a special de-alcoholization process, Labatt’s non-alcoholic products go through the complete fermentation process and then a centritherm removes the alcohol, which the company says keeps the Labatt flavours.