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Publisher: HarperCollins, 2004.
Hard Cover, 244 pages, 6.25 x 9.25.
Item #1495
For decades, Canada's two largest breweries, Labatt and Molson, have faced off in high-stakes advertising and marketing campaigns in a bid to control market share. Writer Paul Brent examines the business of big beer in Canada, revealing the foibles and follies of a multi-million dollar industry. Beginning with a behind-the-headlines look at some of Canada’s most famous ad campaigns— one that may have some of this country’s marketing mavens squirming in their Calvins—Brent finds two giant companies virtually unchallenged across the country. Here is the history behind Canada’s all-powerful beer duopoly, including revealing portraits of the larger-than-life personalities who run the breweries, and a blow-by-blow account of their current operations. Brent investigates how Molson lost market share to Labatt in the 90s, and then won much of it back with the Canadian rant, as well as the breweries’ sometimes brilliant—and often disastrous—forays into rock music and sports ownership. He goes into the bar-room backrooms to provide some eye-opening facts about how the breweries manage to retain their hold on the market. Lager Heads is also a story of what makes us Canadian, how the big breweries have cannily hijacked our cultural touchstones to drive their own marketing efforts, and how beer itself has become a ubiquitous part of the Canadian cultural landscape. A wholly entertaining and provocative read, Lager Heads will have Canadians everywhere talking—over a beer.
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