Product Knowledge Fundamentals

Budweiser Country of Origin: United States Available Across Canada Priority POC: Sports Bar “World's #2 Selling Beer” “The King of Beers” Brewed with the strongest commitment to quality, tradition and excellence Slightly fruity aroma with a smooth, clean finish Matches well with North American style foods, especially spicy flavours or BBQ 5.0% alcohol by volume 135 calories Historical/Cultural Significance: Introduced into Canada by Labatt in 1980 - first U.S. beer brewed under license in Canada Uniquely brewed since 1876, with a beechwood aging process (for over 125 years) resulting in a crisp, clean, delicate taste

Bud Light Country of Origin: United States Available Across Canada Priority POC: Sports Bar “World's #1 Selling Light Beer” Renowned for it’s crisp, clean, delicate flavour Matches well with North American style foods, especially spicy flavours or BBQ 4.0% alcohol by volume 110 calories Historical/Cultural Significance: Introduced in 1986 Labatt was the first brewery to brew Bud Light outside the U.S #1 Beer in the U.S and #1 Light Beer in the World Uniquely brewed with a beechwood aging process for over 125 years.

Stella Artois Country of Origin: Belgium Available Across Canada Priority POC: Casual dining, Neighbourhood Pubs & Patios “Belgium’s Gold Standard Lager” A Bottom Fermented Blonde Lager that has a full distinctive taste and is brewed with the finest barley and hops Matches well with ‘moules and frites’, seafood, chicken and pasta dishes 5.2% alcohol by volume 135 calories Historical/Cultural Significance: Introduced in 1926 as a Christmas Lager, Stella Artois’ history can be traced back to 1366 and the brewery Den Horen. Stella Artois is well known for its 9 Step Pouring Ritual and should always be served in the Chalice Glass regardless of Draught or Bottle. Stella in Latin means ‘Star’

Alexander Keith’s India Pale Ale Country of Origin: Nova Scotia, Canada Available Across Canada Priority POC: Neighbourhood Pub & Sports Bar “The original since 1820” Known for it’s distinctive flavour, refreshing aroma and special pale colour Matches well with lighter fare such as pasta and chicken 5.0% alcohol by volume 145 calories Historical/Cultural Significance: Brewed exclusively in Halifax until 2009 when Creston, BC brewery became accredited to Brew as well. Dates back to 1820 when Alexander Keith first established his Nova Scotia Brewery and stands to be the oldest working brewery in North America Approximately 60% of all draught in Nova Scotia is Alexander Keith’s

Michelob Ultra North American Light Lager “Perfectly balanced for the ultra life” Characterising Ingredients: 2-row Munich malts and select European hops. Tasting notes: 95 calories and 2.6g of carbohydrates per bottle. Light golden colour. Subtle notes of citrus with a crisp, refreshing body and a clean, quick finish. History: Created for those looking to find the balance between working hard and taking it easy, and between staying active and staying social. Food Pairing: An excellent complement to barbecued meats, roasted chicken, and burgers.

Bud Light Lime Country of Origin: United States Available Across Canada Priority POC: Patio & Night Clubs “Summer State of Mind, Anytime” Easy-drinking taste of Bud Light brewed with a splash of 100% natural lime flavour Crisp, clean beer that is refreshing and perfect for sharing with friends 4.0% alcohol by volume 103 calories/bottle 110 calories/can Historical/Cultural Significance: Introduced in Canada in May 2009 Biggest beer launch of 2009 #1 Canadian Facebook Beer Page

Stella Artois Légère Country of Origin: Belgium Available Across Canada Priority POC: Casual dining, Neighbourhood Pubs & Patios “The Premium light” Pale golden Lager that is both refreshing and flavourful with a fruity, subtle hop aroma and light finish All the sophistication of Stella Artois, but only 4% alcohol 4.0% alcohol by volume 112 calories Historical/Cultural Significance: The best selling International Premium light beer in Canada

BECK’S Country of Origin: Germany Available Across Canada Priority POC: N/A “Best Selling German Beer in the World” Pilsner style lager with a distinctive and refreshing taste Brewed in accordance with the German Purity Law of 1516 Matches well with lighter fare such as chicken, pasta, seafood and of course any German meal 5.0% alcohol by volume 143 calories Historical/Cultural Significance: First brewed in 1873 in Bremen Beck’s won it’s first Gold medal for best German beer in 1874. The second gold medal came in 1876 in Philadelphia for best Continental European beer.

Rolling Rock Extra Pale Lager “Uncomplicate” Characterising Ingredients: 2-row and 6-row barley malt, US grown Nugget Variety hops Tasting notes: Malty aroma, subtle floral hop, bready taste and crisp finish, notes of creamed corn History: Originated in Latrobe, Pennsylvania and famous for the legend of ”33” Food Pairing: Complements poultry and seafood dishes with aromatic and creamy components. Also great with barbecued meats.

Shock Top Belgian-Style White Beer “Live life unfiltered” Characterising Ingredients: Barley & wheat malts. Orange, lemon, and lime peels. Coriander spice. Hallertau, Cascade, and Willamette hops. Tasting notes: Naturally cloudy with a light golden colour. Spicy nose and pronounced citrus notes with a smooth finish. History: Awarded gold and bronze medals for Belgian Style wheat beer in the 2006 and 2007 North American Beer Awards. Originally named “Spring Heat Spiced Wheat”. Food Pairing: Makes an excellent partner to spicy dishes such a paella, or foods with tart and acidic flavours. For contrasting flavours pair with goat cheese.

Labatt 50 Ale Classic Canadian Ale Characterising Ingredients: 100% pale brewer’s malt and cascade hops. Tasting notes: A malt dominant, smooth character. Notes of dark fruits, a hint of hops, and a well balanced character with mild bitterness. History: Launched to commemorate 50 years of partnership between John and Hugh Labatt. Fermented using a yeast strain that has been used at Labatt since 1933. Awarded a Silver Medal in 2012 World Beer Cup in San Diego. Food Pairing: Its crisp taste, with malty sweetness pairs well with lighter fare such as white fish, poultry, and starches or pasta.

Alexander Keith’s Original Cider Sweet Cider “Made to share over ice” Characterising Ingredients: Sweet-flavoured apples including Fuji, Gala, and Golden Delicious. Tasting notes: Serving over ice instantly chills the cider and enhances the pleasant aroma. Sweet apple aroma and taste balanced by acidity and tartness. History: Crafted with the same attention to detail as Alexander Keith’s Fine Beers. Launched in Ontario in Spring 2012. Food Pairing: Pairs well with creamy pasta dishes, glazed ham, and chicken. Also tastes excellent with salads with fruit components.

Alexander Keith’s Red Amber Ale Country of Origin: Nova Scotia, Canada Available Across Canada except Newfoundland Priority POC: Neighbourhood Pubs & Sports Bars “Rich in colour. Rich in flavour” Dark amber colour and rich red overtones, Keith’s RAA offers a great new specialty beer experience Matches well with an assortment of red meats such as Steak and Burgers 5.0% alcohol by volume 148 calories Historical/Cultural Significance: First new permanent SKU in 20 years

Alexander Keith’s Premium White Country of Origin: Nova Scotia, Canada Available Across Canada Priority POC: Neighbourhood Pubs & Sports Bars “Refreshingly Different” An unfiltered ale that is brewed to most unyielding of standards An intriguing cloudy appearance with a surprisingly crisp finish, best served with a slice of orange 5.0% alcohol by volume 145 calories Historical/Cultural Significance: Launched in March of 2009

Alexander Keith’s Light Country of Origin: Nova Scotia, Canada Available in Atlantic Canada Priority POC: Neighbourhood Pubs & Sports Bars “A lighter take on a fine ale” Known for its distinctively light flavour, refreshing aroma and special pale colour This light beers subtle black licorice notes contribute to its smooth and well balanced nature 4.0% alcohol by volume 110 calories Historical/Cultural Significance: A lighter version of Nova Scotia’s best selling beer Available only in Nova Scotia, PEI and New Brunswick

Kokanee Country of Origin: British Columbia, Canada Available in BC, Prairies (Alberta, Saskatoon, Manitoba) and Ontario Priority POC: Nightclubs “B.C’s Glacier Beer” Unique blend of Pacific Northwest hops gives a smooth, clean, refreshing taste. Award winning beer in 1996, 1999 and 2003 at Brewing Industry International Awards Matches well with lighter tasting foods such as pasta, pizza, seafood and sushi 5.0% alcohol by volume 135 calories Historical/Cultural Significance: B.C’s authentic mountain beer Every drop of Kokanee comes from the Columbia Brewery where glacier rivers flow from pristine mountain tops

Labatt Blue Country of Origin: Canada Available Across Canada except Quebec Priority POC: N/A “Best Selling Canadian Beer in the World” Brewed with the finest ingredients including renowned Hallertau Hops Clean and refreshing with a distinctive hop aroma, delicate, fruity character and a slightly sweet aftertaste Matches well with lighter tasting foods such as chicken, seafood, pasta and other lighter fare 5.0% alcohol by volume 135 calories Historical/Cultural Significance: Introduced in 1951 as Labatt Pilsener First Canadian Beer to feature a twist off cap Gold Medal 2003 Monde Selection (Award based on quality)

BLEUE Country of Origin: Canada Available in Quebec only Priority POC: N/A “Best Selling Canadian Beer in the World” Brewed with the finest ingredients including renowned Hallertau Hops Clean and refreshing with a distinctive hop aroma, delicate, fruity character and a slightly sweet aftertaste Matches well with lighter tasting foods such as chicken, seafood, pasta and other lighter fare 4.9% alcohol by volume 135 calories Historical/Cultural Significance: Introduced in 1951 as Labatt Pilsener First Canadian Beer to feature a twist off cap Gold Medal 2003 Monde Selection (Award based on quality)

BRAVA Country of Origin: Canada Available in Ontario and Saskatoon only Priority POC: N/A “The Beer of Summer” Brewed in Small Batches, using only the finest, hand selected hops and barley. Light, crisp, distinctive lager that is easy drinking and very refreshing Need Info 5.0% alcohol by volume 140 calories Historical/Cultural Significance: Introduced in 1997 Top 10 selling beer in the Beer Store

Lakeport Pilsner Country of Origin: Canada Available in Ontario and Alberta only Priority POC: N/A “Same great beer. Same fair price” Crisp, clean and smooth with a well balanced hop character 5.0% alcohol by volume 140 calories Historical/Cultural Significance: Introduced in 1994 Top 10 selling beer in the Beer Store

Lakeport Light Country of Origin: Canada Available in Ontario and Alberta only Priority POC: N/A “#1 Value Light Beer” Fresh, crisp, full-bodied taste resulting in a highly drinkable light beer 4.0% alcohol by volume 110 calories Historical/Cultural Significance: Introduced in 1997 #1 Value Light Beer

Lakeport Honey Lager Country of Origin: Canada Available in Ontario and Alberta only Priority POC: N/A “Ontario’s #1 Honey Beer” Brewed with a hint of Honey, which provides an exceptionally smooth finish Need Info 5.0% alcohol by volume 140 calories Historical/Cultural Significance: Introduced in 2002 Proud to be Ontario’s #1 Honey Beer

It is your turn to “Shoot The Puck!!!” Development is owned by Employees, Supported by Managers, And enabled by the People Department. How are you going to apply what you learned today in trade? Discuss brands & brand attributes with your manager. Ask a peer about their favourite Labatt brand. Integrate your brand knowledge into your selling story TODAY!