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The Labatt brewery of London, Ontario, just 200 kilometres from the Canada–United States border, was the first Canadian brewery to attempt a strategic expansion into the United States. The paper examines the reasons why John Labatt decided to expand into the United States at the end of the nineteenth century. It analyzes both the "push" and "pull" factors that caused him to attempt to sell his ales, porters, and stouts in Chicago. The paper argues that while entrepreneurial factors played a central role in Labatt's geographic expansion into the United States, structural factors were more important as a factor in the ultimate inability of Labatt to capture a share of the Chicago market. [ABSTRACT FROM AUTHOR]

This article examines the creation of a national beer brand in Canada. It analyses the challenges faced by the marketing managers at John Labatt Limited ‒ one of Canada's oldest and most successful brewers ‒ in solving the 'national lager problem' (i.e. the inability of Labatt's 'Pilsener' to capture a significant share of the Canadian market). It examines how executives use marketing knowledge to recreate brand identities. It argues that the rebranding of 'Pilsener' as 'Blue' was successful because Labatt's managers fashioned a new brand identity that downplayed the 'ethnic' heritage of the brand by appealing to a new 'Canadian' cosmopolitan modernity. [ABSTRACT FROM AUTHOR]

The Labatt brewery of London, Ontario, just 200 kilometres from the Canada-United States border, was the first Canadian brewery to attempt a strategic expansion into the United States. The paper examines the reasons why John Labatt decided to expand into the United States at the end of the nineteenth century. It analyzes both the 'push' and 'pull' factors that caused him to attempt to sell his ales, porters, and stouts in Chicago. The paper argues that while entrepreneurial factors played a central role in Labatt's geographic expansion into the United States, structural factors were more important as a factor in the ultimate inability of Labatt to capture a share of the Chicago market. [ABSTRACT FROM AUTHOR]