LABATT  FOCUSES  ON  RESPONSIBLE  DRINKING By Leila Monteiro Lins Considered the largest brewer in Canada, Labatt was the first brewery in the country to launch a responsible drinking program and  to introduce a “near-zero alcohol” beer. By the end of 2011, the company plans to launch a new moderation campaign with billboard ads across Canada inviting Canadians to take a pledge to not drink and drive. In this interview with Discover Brazil, Brazilian-born Rafael Gonçalves, Labatt’s vice-president of finance, explains how Labatt has dealt with competition and social...


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