Between 1845 and 1848, the Franklin Expedition attempts to navigate the Northwest Passage.
Oct. 28, 1847: John Kinder Labatt goes into partnership with Samuel Eccles, an experienced brewer. This is the beginning of John Labatt’s enterprise.
1847
1851
The first Canadian postage stamp is issued in 1851.
1851
In 1851, the Marco Polo – the fastest clipper ship of her time – is launched from Saint John, New Brunswick.
1852
The Grand Trunk Railway, incorporated in 1852, eventually connects Toronto to Montreal.
Dec. 15, 1853: The Great Western Railway brings the first train into London. Now the brewery can ship beer to Hamilton, Toronto and Montreal.
1853
1855
Portrait (c. 1878) – Labatt’s partner Samuel Eccles. By 1855, John Kinder Labatt becomes sole owner and renames the brewery John Labatt’s Brewery.
John Labatt donates 1000 pounds of flour to London families during a severe depression.
1859
1859
In 1859, French acrobat Charles Blondin becomes the first person to cross Niagara Falls on a tightrope.
1864
Portrait – John Kinder Labatt. Born at Mountmellick, Queen’s County, Ireland in 1803. At the time of this photograph, Labatt was a well-to-do man of capital.
1864
The Charlottetown and Quebec Conferences in 1864 lay the groundwork for Canadian Confederation.
1867
Bottle label – John Labatt’s India Pale Ale, originating from an old English recipe in 1867.
1867
Confederation unites Nova Scotia, New Brunswick, Ontario, and Quebec as the Dominion of Canada on July 1, 1867.
1869
In 1869, Timothy Eaton opens his first store on Yonge Street in Toronto.
1870
Lithograph poster advertising John Labatt’s London brewery. An excellent example of nineteenth century design, the factory image promoted the modern technology of the day.
1870
In 1870, the Red River Rebellion, led by Métis leader Louis Riel, results in Manitoba joining Confederation as Canada’s fifth province.
1870
The Crown purchases Rupert’s Land, consisting of much of the prairies and Canada’s north, from the Hudson’s Bay Company in 1869-70.
We, therefore, humbly pray that your Majesty will be graciously pleased, by and with the advice of your Majesty’s Most Honourable Privy Council, under the provisions of the 156th section of the “British North America Act, 1867” to admit British Columbia into the Union or Dominion of Canada…
1871
British Columbia joins Confederation in 1871, becoming Canada’s sixth province.
The preliminary negotiations having taken place as fully as possible by correspondence, the Canadian Government suggested that, with the view of making further progress, it would be necessary that the Prince Edward Island Government should send to Ottawa a delegation. In pursuance of this suggestion, Messrs. Haythorne and Laird were appointed, and in a few days some further light may be thrown upon the question whether or not Prince Edward Island will enter the Confederation.
1873
Prince Edward Island becomes Canada’s seventh province when it joins Confederation in 1873.
1873
The Pacific Scandal leads to the resignation of Canada’s first Prime Minister, John A. Macdonald, in 1873.
1874
After the fire of 1874, John Labatt II rebuilds his London brewery in record time, a marvel of technology with enviable capacity.
1876
Alexander Graham Bell makes the first long-distance telephone call from Brantford, Ontario in 1876.
1878
The Canada Temperance Act – often known as the Scott Act – is passed in 1878, allowing Canadian municipalities to enact prohibition on a local level.
1878
Labatt opens a distribution agency in Montreal.
1879
In 1879, the first organized games of hockey using a flat puck are played by McGill University students in Montreal.
1880
In 1880, the original version of “O Canada” is composed by Calixa Lavallée; it is officially adopted as Canada’s national anthem in 1980 after having served unofficially for decades.
1884
Canadian Sir Sanford Fleming’s proposed system of worldwide standard time is adopted in 1884; in later decades, Fleming’s proposed system of time zones would also be adopted.
1885
The last spike – Canada’s first transcontinental railroad joins the country from sea to sea in 1885.
1890
Lithograph of the Labatt brewery operation in London, Ontario with insets of its founder John K. Labatt and his son John Labatt II.
1892
Advertisement promoting John Labatt’s Ale & Stout as medal winners in an international brewing competition establishing Labatt’s superior quality and excellence.
1893
The Stanley Cup – donated by Lord Stanley of Preston, the Governor General of Canada – is awarded for the first time in 1893.
1893
The National Council of Women of Canada, a women’s suffrage and advocacy group, is formed in 1893.
1894
Advertising poster featuring “Two Gentlemen in the Parlour,” a popular theme of Labatt’s advertising into the early 20th century. Labatt astutely associated respectability with his quality beverages.
1896
The discovery of gold in the Yukon leads to the Klondike Gold Rush of 1896-1899.
1898
Yukon joins Confederation in 1898, becoming Canada’s second territory.
Labatt establishes a sales office in Toronto.
1899
1900
Portrait of brewery workers in the Malt House.
1900
Labatt delivers kegs by horse and wagon in the early 20th century.
1900
Advertising poster for Labatt’s Ale & Stout, showcasing its excellence in brewing quality and taste as well as modernity in the factory image.
1901
In 1901, Guglielmo Marconi receives the first transatlantic wireless message at Signal Hill, St. John’s, Newfoundland.
1905
Saskatchewan and Alberta join Confederation in 1905, becoming Canada’s eighth and ninth provinces.
International Union of Brewery Workers issues Charter No. 381 to employees at London Brewery.
1907
1909
The first Grey Cup football game is played in 1909.
1910
Portrait of John Labatt II.
1910
The Royal Canadian Navy is founded in 1910.
1911
John Labatt’s Brewery is changed to John Labatt Limited, under a federal charter with 2,500 shares and a capitalization of $250,000.
1914
Between 1914 and 1918, Canadian troops fight bravely in the First World War.
Labatt is among first Canadian companies to pay for statutory holidays.
1915
1915
Canadian Lt. Col. John McCrae writes the famous poem “In Flanders Fields” while serving in Europe in 1915.
1916
In 1916, province-wide Prohibition officially begins in Ontario with the passage of the Ontario Temperance Act.
1917
In 1917, the National Hockey League (NHL) is established.
1917
In April 1917, Canadian troops capture Vimy Ridge in one of Canada’s most famous and significant military victories.
1918
Labatt salesmen, or “travellers” as they were called, gather at the launch of Old London Brew, “The new beer with the old quality.”
1919
The Winnipeg General Strike, one of the largest and most influential strikes in North American labour history, occurs in 1919.
1919
Captain John Alcock and Lieutenant Arthur Whitten Brown make the first ever non-stop transatlantic flight in 1919, flying from St. John’s, Newfoundland to Clifden, Ireland.
Labatt replaces its horse drawn carriages with Keg trucks from White Motor of Cleveland. With a maximum speed of 20 mph and 10-ton capacity, Keg trucks serve Labatt efficiently for seven years.
1919
1919
Labatt 1919 keg truck.
1920
The Royal Northwest Mounted Police and the Dominion Police merge in 1920 to form the Royal Canadian Mounted Police.
“The aim of the seven painters was mainly to demonstrate … [t]hat Canadian painters are capable of interpreting the country in a bold way, according to their own traditions and without reference either to academic fashions or the fads of Europe.”
1920
In 1920, renowned Canadian painters The Group of Seven hold their first exhibition in Toronto.
Labatt is among first Canadian companies to provide paid annual vacations.
1920
1920
Bottle label – Labatt’s Crystal Lager.
1921
In 1921, Agnes Macphail is the first woman elected to the Canadian House of Commons.
1923
Canadian Frederick Banting and John J.R. McLeod are awarded the Nobel Prize in 1923 for their work leading to the discovery of insulin.
1925
Brewery workers unite in the Labour Day parade featuring festooned Labatt delivery wagons.
Ontario brewers establish Brewers Warehousing Company, an efficient way to distribute and sell beer. By year end, it has 86 outlets.
1927
1929
Beginning with the stock market crash of ’29, the Great Depression devastates the world economy for a decade.
1930
Delivering Labatt’s product to the Brewer’s Retail Store by horse & wagon.
1930
Keg washing at the brewery.
Labatt’s much praised Highway Courtesy Program launched in Ontario; it ultimately helps over 50,000 drivers in need.
1930
1930
United Brewery Workers’ band, Labatt’s Clown Syncopaters.
1932
Portrait of John Sackville Labatt.
Labatt’s group insurance plan, among the first in Canadian industry.
1932
1934
On August 14, 1934 John Sackville Labatt is kidnapped en route to a board meeting and the news travels quickly across the country. It is Canada’s first kidnapping for ransom.
Labatt establishes North America’s first division to support proper treatment and fresh products for hotel tap rooms, installing and repairing beer dispensing equipment.
1934
1934
Print Ad – Labatt’s India Pale Ale, 1934. “When you serve ale to people who know, see that it’s brewed in the Old Country tradition.”
1935
Keg racking.
1935
The Cooper applies the bung remover to a wooden keg.
1935
Original Streamliner concept drawing No. 5A by designer Count Alexis de Sakhnoffsky.
1935
Original Streamliner concept drawing No. 6 by designer Count Alexis de Sakhnoffsky.
1935
Original Streamliner concept drawing No. 8 by designer Count Alexis de Sakhnoffsky.
1935
Original Streamliner concept drawing No. 3 by designer Count Alexis de Sakhnoffsky.
Labatt’s powerful and instantly recognizable Streamliner trucks first appear. Four generations of Streamliners served Labatt for more than 20 years, with the second winning “Best Design” at the 1939 New York World’s Fair.
1936
1936
Fleet of Streamliner delivery trucks.
Labatt employees receive new union charter – Local No. 1, National Brewery Workers Union.
1936
1936
Labatt’s Export Ale… worth trying! Labatt advertising is featured on a wall calendar issued in 1936.
1936
A number of alcohol-related driving incidents in Toronto on “Black Christmas” in 1936 breathe new life into the Temperance Movement.
Labatt refurbishes Tecumseh Park and in 1940 presents the renamed Labatt Park to the City of London.
1936
Launch of employee publication, Brewery Beer Bubbles.
1937
1937
Labatt St. John Ambulance Brigade Overseas Division #71 is established and 45 employees trained in first aid. The Division provides assistance at public events.
1937
Thames River overflows and floods major sections of London. Labatt employees pump out residential basements, public service buildings, hotels and businesses.
Hospitalization benefits added to group insurance.
1938
Labatt’s new advertising department produces its first colour magazine advertisement.
1938
Pension plan for all full-time employees wins labour movement praise.
1938
1939
Labatt ads on US radio stations promote tourism in Canada and generate US currency for war supplies. Labatt subsequently sponsors “Famous Signals of the Royal Canadian Navy” and a Canadian program about wartime issues like shortages, inflation, preventing waste and promoting Savings and Victory Bonds.
1939
Labatt’s Equipment Service fleet.
1939
Between 1939 and 1945, Canada fights in World War II, playing a key role for the victorious Allies.
1940
Union Contract Signing.
1940
Labatt Memorial Park in London, Ontario is donated back to the city of London.
1940
Print Ad – Montreal newspapers, 1940: C’est surtout dans les épiceries que nous avons remarqué la vogue de la Labatt, Commandez par Téléphone LABATT… ne coûte pas plus.
1940
Touring the brewery’s keg aging and storage operation.
1940
John Labatt Limited’s support for the war effort is emblazoned on its beer cartons.
London brewery workers establish “Backers Groups” to support employees serving in World War II and raise $1,200 to keep each “man in the field for a year.”
1941
1941
Labatt funds and opens Motor Mechanics Army Trade School at the London Brewery to assist the war effort. By 1944, Labatt mechanics have trained 204 soldiers; more than half serve overseas.
1942
London adds a new machine shop to produce war equipment. The shop completes 423 war contracts and manufactures 164,837 pieces by 1945.
1943
Employees and management establish first Safety Committee to promote accident prevention.
1943
Marguerite Whitelaw appointed London brewery’s first nurse to provide first aid and to call on employees confined to home due to illness or injury.
The Wartime Prices and Trade Board asks Labatt to repair public vehicles due to a shortage of trained mechanics. 1,510 transport trucks are repaired by 1945.
1943
1944
Labatt responds to heating fuel shortages by obtaining and selling cords of wood to employees at cost. Employees transport coal to London area families.
1944
First hot meal served at new London Brewery cafeteria.
1944
Employees bring pay stubs, receipts to accounting office which helps prepare income tax returns.
1944
D-Day takes place on June 6, 1944, as Canadian troops capture Juno Beach for the Allies.
1945
In 1949, Newfoundland joins Confederation, becoming Canada’s tenth province.
1945
John Labatt Limited becomes public, to raise capital for expansion, with 2,327 shareholders and 900,000 shares issued.
1946
Labatt expands in Ontario, purchasing the Copland brewery in Toronto in 1946.
1946
John Labatt Limited provides driver training to war amputees, continuing its unwavering support of veterans after WWII.
40-hour week for all employees.
1946
1947
Inspecting the brew kettle.
1947
The Streamliner takes to the road.
1947
Stylized illustration of the 1947 Streamliner produced for the commemorative Historic Land Vehicles stamp series by Canada Post in 1996.
1948
In southwest Ontario, the Grand and Thames rivers overflow and flood. Labatt employees operate pumps in Bell Telephone switchboard room for eight days, and assist businesses and homes in Galt, Paris, Boughdale, and Chatham, Ontario.
Labatt introduces the six pint carton, a new package size.
1948
Labatt introduces new seasonal decorator cartons for beers exported to the US and other provinces. Regulations prohibit them in Ontario.
1948
1949
Labatt conducts Safe Driving clinics for the general public from their demonstration vehicle.
Labatt subdivides company property in London into 14 lots. The lots are sold to brewery employees for $200 for new home construction.
1949
Labatt introduces its latest carton design: the Labatt streamliner EZY-DOZ case. It is “slim, trim, easy to lift and carry with its convenient handle.”
1949
1950
The London brewery establishes its brewing operation in full view, enabling its visitors to witness its high standards of brewing quality.
Canadian Pacific Railway’s 3-month experiment with “piggy back” transportation: flat cars carry fully loaded Labatt trucks from London to Toronto where the truck proceeds with deliveries, picks-up empties, and then return to London on the train.
1950
A modern, fully-public quality control laboratory is installed in London as a working symbol of Labatt’s dedication to quality products.
1950
1950
Hugh and John Labatt enjoy happy moments (with hairbrushes).
1950
Labatt’s Fiftieth Anniversary Ale introduced to commemorate 50 years of service by John S. and Hugh Labatt. It is immediately popular and nicknamed “50.”
1950
Bottling Line.
1951
Original Labatt’s Pilsener bottle label.
1951
Workers packaging Labatt’s India Pale Ale.
First gift shipment for Canadian servicemen, 3,440 cases of Labatt ale, leaves for Korea. The gift is hailed by the federal government for helping maintain the excellent morale of Canada’s UN Special Force.
1951
Labatt’s introduces Pilsener Lager Beer in Windsor. Sales in the ‘60s and ‘70s soar and the brand becomes known as Labatt Blue.
1951
1952
Lacking the traditional bottle of champagne for christening the bridge, Canadian servicemen appropriately resort to its namesake, 50 Anniversary Ale.
1952
Queen Elizabeth II ascends to the throne of the United Kingdom, Canada, and other Commonwealth countries in 1952.
Labatt introduces a new two-dozen carton, which includes the industry’s first convenient “handgrip.”
1953
1954
Between 1950 and 1953, Canada fights in the Korean War as part of the United Nations force.
1954
Labatt products feature a new family of labels as unrelated designs are abandoned.
1954
Labatt’s Anniversary Ale is soon known as 50. The 50 label features the portrait of John S. Labatt, its creator.
1954
Labatt’s Pilsener label features the portrait of Hugh Labatt, who garnered the recipe from his journey to Pilsen, Czech Republic.
1954
Labatt’s Crystal label features the portrait of John Kinder Labatt.
1954
Labatt’s India Pale Ale label features the portrait of John Labatt II, who brought back the recipe from his internship in Wheeling, West Virginia.
1954
Labatt advertises its new streamlined series of labels for its signature brands on its freight car.
1954
A print ad marking IPA’s new label design “A Man’s Drink.” The swing is definitely to Labatt’s!
1954
Labatt’s Roadside Assistance program provides aid to stranded motorists on highways and at accidents everywhere.
Labatt provides a short-term loan of $500,000 to the City of London, lowering borrowing costs and saving the city funds.
1955
1956
In 1956, the Suez Crisis brings the world to the brink of war, leading Canadian Minister of External Affairs (and future Prime Minister) Lester B. Pearson to develop the concept of peacekeeping, for which he is awarded the Nobel Peace Prize.
Pilsener brewed at Winnipeg brewery is introduced to the Manitoba market and becomes an immediate success. Its distinctive blue label earns the popular nickname “Blue” from fans of the CFL‘s Winnipeg Blue Bombers.
1956
1957
University scholarships for employees’ children established to mark Labatt’s 50 years of organized labour.
Labatt sends Christmas gifts of beer to Canadian armed forces serving overseas in Indo-China, the Middle East and Europe.
1957
Spent yeasts and grains (malt, corn and other products used in brewing) are recycled and repurposed as animal feed supplements.
1957
Velvet Cream Stout introduced in Ontario.
1958
1959
During the war years, Labatt delivers cases of IPA overseas to service the troops.
Labatt sponsors English classes for new Canadians using “modern audiovisual aids.” Classes are held at Labatt facilities in London, Toronto, Sarnia and other centres.
1959
1960
Labatt 50 print ad: Put More Life in Your Living! Enjoy yourself… take 5 for 50 Ale.
1960
In 1960, the Canadian Bill of Rights is passed by Parliament.
1961
Labatt 50 print ad: Voici Labatt… Y a rien qui la batte! Brasée dans le Quebec, au gout du Quebec.
Labatt’s first all Canada media/sports association established when Labatt becomes national sponsor for CFL games.
1961
1961
Labatt 50, print ad, 1961: “Take five” for Fifty ale. Watch Canadian Pro Football on the CTV Network, brought to you by Labatt’s. Labatt sponsors CFL telecasts in 1961.
1961
Labatt markets Canada’s first mixed pack. Labatt’s Partycase wins a large and loyal segment of Ontario’s market.
1962
The “stubby” – amber compact bottles, replace green and white long-necks in Ontario, Quebec and the Atlantic provinces.
1962
The Trans-Canada Highway officially opens on July 30, 1962.
1962
Ontario union employees receive a guaranteed annual wage contract – the first in North America.
1965
Canada’s new national flag – a red maple leaf between two white bars – wins the approval of Parliament in 1965.
1965
Labatt beer is available in cans.
1967
The grand opening of the reconstructed London pioneer brewery featuring Labatt executives, John Henderson Moore (centre).
Employee Share Purchase Plan is a success – 588 participate.
1967
1967
That same year, Montreal hosts Expo ’67. Over 50 million visitors attend Canada’s first World’s Fair.
1967
In 1967, Canada celebrates its Centennial – the 100th anniversary of Confederation.
Labatt completes negotiations to purchase controlling interest in the NHL’s Oakland Seals, conditional on transferring the franchise to Vancouver.
1968
Labatt undergoes a $2 million dollar modernization program at its subsidiary in Fort William (now Thunder Bay) to reduces losses in waste streams, and considerably cut pollution levels, making this the most efficient plant of its kind in North America.
1969
The NHL Board of Governors turns down a bid by the Burrard Hockey Club, in which Labatt is a minority partner, to transfer the Oakland Seals to Vancouver, ending a year of effort by Labatt to bring another NHL team to Canada.
1969
1970
Labatt and the Environment: multi-fold brochure outlining Labatt’s commitment to environmental protection, including a chart of environmental protections taken during the brewing process.
1970
John Labatt Limited’s new corporate headquarters are a result of a million dollar restoration project on London’s Ridout Street in 1970.
1970
Frank Dubuc, a Montreal brewery employee, dresses as a lumberjack to meet Hugh Labatt. Labatt adopts Monsieur Cinquante as a spokesperson for the brand in Quebec until 1970 when Frank, Quebec’s first pensioner, retires.
1972
Labatt Ontario sponsors Canada’s only Formula 1 Grand Prix in Mosport, Ontario – the Labatt’s 50 Grand Prix of Canada.
Labatt is a major television sponsor of the historic Russia-Canada hockey series.
1972
1972
In 1972, Paul Henderson scores the winning goal for Canada in the Canada/U.S.S.R. Summit Series.
1974
In 1976, construction is completed on Toronto’s CN Tower, at the time the world’s tallest freestanding structure.
142 children of employees participate in Smile Across Canada. Since its 1972 inception, 290 have taken part in the 2-week exchange.
1974
1975
Labatt introduces Employee Assistance Program for alcoholism identification and treatment.
Labatt acquires 45% of an American League baseball expansion franchise for Toronto. A public contest produces the name Toronto Blue Jays.
1976
1976
Labatt Blue print ad, 1976 Blue Jeans. “When you’re smiling Call for Labatt’s Blue”
1976
Print ad for Cool Spring, 1976. …makes light work of a heavy thirst, a forerunner of low alcohol beers. Launched in Alberta and BC, Cool Spring is Labatt’s introduction of the first low alcohol beer in 1972.
1976
Labatt Blue, print ad, 1976 Blue Eyes. “When you’re smiling Call for Labatt’s Blue!”
1976
In 1976, Montreal hosts the Summer Olympics – the first Olympic Games to be held in Canada.
1976
In 1976, Team Canada wins the first Canada Cup.
The Labatt People in Action program makes $100,000 in grants available for student summer jobs in environmental, anti-pollution and other community service activities.
1977
Following a whirlwind effort by Labatt, the Toronto Blue Jays play their first game in the American League.
1977
Job Holders Day inaugurated. Employees receive report and ask questions about operations. President Don McDougall visits 23 locations to conduct the sessions.
1977
1977
Labatt’s Special Lite – a breakthrough in brewing technologies – is Canada’s first low calorie light beer.
Labatt establishes Grand Prix du Canada to build a track and hold an annual international auto race on Montreal’s Ile Notre-Dame, site of Man and His World.
1977
1978
Labatt 50 print ad, 1978: You can’t say beer any better.
Labatt sponsors Discovery Train’s 5-year journey across Canada and arranges for all employees to visit the mobile museum.
1978
1978
The Grand Prix du Canada is an unqualified success. 125,000 auto racing fans see Canadian driver Gilles Villeneuve win.
1978
Labatt signs the largest commitment to amateur sports in Canada’s history, agreeing to sponsor the Brier, Canada’s most prestigious curling event, for five years.
Labatt makes national headlines by indicating interest in purchasing control of the Montreal Canadiens. In the end, Molson Brewing Company secures the sale to protect its investment in Hockey Night in Canada.
1978
1980
In 1980, Quebec votes “Non” by a 60%-40% margin in the first referendum on Quebec sovereignty.
1980
Labatt introduces Budweiser and Michelob beer into Alberta as government officials and licensees watch the Anheuser-Busch Clydesdales deliver a case to the warehouse. Labatt has acquired the exclusive license to brew Budweiser in Canada.
1980
Terry Fox runs his famous “Marathon of Hope” in 1980.
Golfing legend Arnold Palmer wins the 1980 Labatt’s International Golf Classic in Edmonton.
1980
1981
La Brasserie Labatt introduces Canada’s first scrap aluminum recycling system in cooperation with the Province of Quebec.
Labatt introduces aluminum cans in Quebec and British Columbia. They are easier to handle and cool faster than steel.
1981
1981
Print ad for Labatt Blue and Labatt 50, 1981: Après Ski. Labatt’s 50. Labatt’s Blue. Beer at its Best.
1983
By the early 1980s, Canada largely completes its conversion to the metric system.
Labatt commits to the industry-wide standardized reusable glass bottle, paving the way for recycling.
1984
Labatt launches the greatest packaging advance in Canadian brewing history – a private mold bottle with twist-off cap.
1984
In 1984, Marc Garneau becomes the first Canadian in space, flying aboard NASA’s Space Shuttle Challenger.
1984
1985
Labatt’s moderation and responsible enjoyment campaign print ad, 1985. Homing Device. Please Don’t Drink and Drive.
Labatt acquires The Sports Network (TSN).
1986
1986
Labatt acquires promotional rights to the Montreal Expos Baseball Club.
Labatt creates Labatt Breweries of Europe, headquartered in London. Already in place is Labatt Importers of Darien, Connecticut which imports Blue, Blue Light, 50, John Labatt Classic and Schooner to the US market.
1986
Labatt launches its annual 24-Hour Relay in London, Ontario – a fundraising event where teams of family and friends, work colleagues and volunteers walk or run in support of the Children’s Aid Society of London and Middlesex.
1987
1987
In 1987, the Canadian one-dollar bill is replaced by a dollar coin, the loonie.
1988
Calgary hosts the Olympic Winter Games in 1988.
Blue Jays move into the SkyDome and win the American League East Championship.
1989
1990
Labatt establishes Peter Hardy Matching Gift Program. Employee gifts to charities are matched by the company.
1990
Labatt launches its “Know When to Draw the Line” moderation TV commercial featuring Canadian cartoonist Ben Wicks.
1990
Labatt Blue is given a distinctive new look in Ontario with a new painted label bottle known as ACL (applied ceramic labeling).
1990
Labatt’s Europe sponsors Formula 1 Williams Racing Team headed by Jackie Stewart.
Labatt’s state-of-the-art experimental brewery in London can replicate commercial scale brewing operations, enabling fast and efficient introductions of new brands, materials and processes.
1990
1991
Labatt purchases Webster Estate’s interest in the Toronto Blue Jays for $67.5 million to own 90%.
1992
Labatt launches “Labatt Genuine Draft,” produced through a distinctive cold filtered process which eliminates the need for heat pasteurization. It is the first bottled draft beer from a national Canadian brewer.
1992
In 1992, Astronaut Roberta Bondar becomes the first Canadian woman in space.
1992
In 1992 and 1993, the Toronto Blue Jays win back-to-back World Series, becoming the first non-American team to win Major League Baseball’s championship.
1993
Advanced natural gas-powered turbine installed at London brewery providing all steam and electrical needs. Surplus electricity is sold to the public utility.
1993
Labatt launches Labatt Ice beer and garners a US patent on the Ice Brewing Process.
1993
Toronto Blue Jays win back to back World Series.
1994
Labatt’s Board of Directors adopts environmental protection policies and management procedures, incorporating sound environmental consideration in engineering design and long-term planning.
1994
Canada, the United States, and Mexico sign the North American Free Trade Agreement – NAFTA – in 1994.
JLL Broadcast Group purchases Toronto Argonauts Football Club.
1994
1995
Labatt becomes part of Belgium-based Interbrew S.A., one of the world’s largest brewing groups. Labatt becomes a private company again after being public for 50 years.
1996
A still frame from “Tattoo,” 1996. Labatt’s moderation and responsible enjoyment campaign, “Morning After,” shows the consequences of not drinking responsibly.
1996
Canada’s two-dollar coin, the “toonie,” is introduced in 1996.
1997
To ensure efficient use of resources, Labatt installs waste water treatment facilities, reduces label pulp, and installs co-generation systems in the brewing process.
95% of the bottles Labatt sells are returned, cleaned and re-used, and 95% of the weight of all consumer packaging and associated materials is recaptured.
1997
Labatt wins Canada’s National Energy Efficiency award from Natural Resources Canada.
1998
1998
Labatt and Anheuser-Bush announce a lifetime licensing agreement. Budweiser and Bud Light will be forever brewed and marketed by Labatt.
1999
In 1999, Nunavut separates from the Northwest Territories, becoming Canada’s third territory.
Labatt introduces Canada’s first modern painted design on a 50 bottle, using washable ink and a unique light technology.
2002
2002
Canadian forces serve in Afghanistan from 2002 to 2014 as part of the NATO force.
Labatt is the first Canadian brewer to offer consumers a 24-bottle case with personalized photos on the labels – called Blue by You.
2002
Interbrew and AmBev combine to create InBev, the world’s largest brewer with a global platform in Europe, Asia, North America, and Latin America.
2004
2005
Same-sex marriage becomes legal across Canada with the passage of the Civil Marriage Act in 2005.
Labatt is the first brewery in Canada to implement an environmentally advanced Kettle Stack Energy (Heat) Recovery System.
2006
Labatt launches its commitment and strategy to become The Best Beer Company in a Better World. Labatt commits to maintaining and improving its industry leading record in three areas: Environment, Responsible Enjoyment and Community & Heritage.
2008
2008
InBev NV completes the acquisition of Anheuser-Busch, combining the world’s two largest brewers to create Anheuser-Busch InBev, the global leader in beer.
2009
Labatt first marks what will become an annual celebration of United Nations World Environment Day with an active program involving employees, their families and local communities.
2010
In 2010, Vancouver becomes the second Canadian city to host the Winter Olympics; Canada finishes with the most gold medals.
2010
Labatt celebrates its first-annual Global Be(er) Responsible Day with employees connecting with customers and consumers to promote responsible enjoyment.
2011
Labatt first celebrates United Nations World Water Day by acknowledging employees’ significant contributions to water conservation efforts.
Labatt's new Take the Pledge moderation campaign appeals to consumers to sign a pledge that they will not drink and drive. In appreciation, Labatt makes donations in support of the Canadian Military Families Fund.
2011
Labatt donates two of Canada’s most significant collections of historic corporate archival materials, artifacts and art to The University of Western Ontario and to Museum London. The collections are determined to be of “outstanding significance and national importance” and appraised at $8.3 million.
2011
Canadian troops in Afghanistan are treated to a familiar, refreshing brew thanks to Labatt and its grateful employees.
2011
Budweiser launches the sports world’s most successful designated driver program in Canada at the Toronto Blue Jays home opener.
2012
2013
Budweiser offers consumers the first game-synced “Red Light” designed to light up and sound a horn automatically every time a favourite team scores a goal.
2013
In 2013, the Royal Canadian Mint ceases distribution of the penny.
2013
Labatt makes its first Disaster Relief Program water donation during severe flooding in Alberta. Implemented seven times since, Labatt has donated over 350,000 cans of safe drinking water to communities in need and responders on the ground.
Labatt toasts Canadian troops serving in Afghanistan with a selection of beers sent from each of Labatt’s six local breweries.
2013
Labatt is named one of Canada’s Top 100 Employers, the first of four consecutive prestigious awards, which recognize Canada’s best places to work.
2013
Labatt is recognized as both a Top 100 Employer for Young People and one of Canada’s Greenest Employers, the first of three consecutive years in which Labatt receives these prestigious awards.
2014
2015
Labatt and other Canadian brewers launch Partners for Safer Communities, a joint, unbranded industry effort that for the first time sees competitors co-operating to promote the use of designated drivers and reduce the incidence of drinking and driving.
2015
Labatt announces it has purchased Mill Street Brewery, an award-winning craft brewer based in Toronto.
2015
Labatt expands its portfolio with a range of ready-to-drink beverages such as Mike’s Hard Lemonade, Palm Bay and Okanagan Cider and with BC’s Turning Point Brewery, brewers of the Stanley Park family of brands.
Labatt and Molson Coors announce announce a new era when ownership of the Beer Store retail chain is opened up to all Ontario-based brewers large and small.
2016
2016
Labatt enters into a partnership with Archibald Microbrasserie, a Quebec craft brewer renowned for its local beers and seasonal specialty brews.
2016
In May of 2016, a vicious wildfire devastates the area around Fort McMurray, Alberta, destroying approximately 2,400 homes and buildings but causing no direct fatalities.
Budweiser Canada introduces Prohibition Brew, a naturally-brewed non-alcoholic beer for adults to enjoy at any time and any place.
2016
2016
Labatt Better Together, a registered charitable organization developed and operated by Labatt employees is launched. It provides grants for essentials and support services directly to recipients who need them.
Anheuser-Busch InBev announces the successful completion of its combination with SABMiller, a transaction valued at US $123 billion.
2016
Budweiser Canada and Live Nation announce that they will collaborate on music events across the country, and significantly revitalize the amphitheatre at Ontario Place, to be named Budweiser Stage.
2017
Labatt’s 170th anniversary year is underway highlighting 17 decades of building Canada’s leading brewer, supporting communities, making a strong economic contribution, and helping to shape Canada’s heritage.
