Loblaws No Name Beer Launches In Ontario

Known for stark harsh design and its low price Loblaw’s iconic private brand No Name is making its way to the beer aisle at select LCBO  (Liquor Control Board of Ontario) stores and lcbo.com.

In keeping with its 40-year philosophy of simplicity and quality, mixed with a hint of humor, the team behind No Name is launching beer.  The beer is a characteristically Canadian-style lager proudly brewed here in Ontario, packaged in the bright yellow-and-black design that Canadians will quickly recognize.

Ian Gordon, Senior Vice President, No Name

“Our No Name brand was built on a promise of simple products at outstanding value.  This is what we’re bringing to beer drinkers who are looking for a quality beer, without all the lifestyle frills,” says Ian Gordon, Senior Vice President, No Name. “The new No Name beer will stand out with its recognizable yellow label, and one word: Beer.  It’s a beacon for customers looking for a great taste at an unbeatable price.”

This new No Name beer will retail for $10.45 for a six-pack arrived at select LCBO stores and online at lcbo.com this February.  To kick-off its arrival, and to celebrate the first long weekend of 2019, it was part of the ‘buck-a-beer’ program and available for $6.60 (including deposit) from February 15 until February 17, 2019, or while supplies last.

“When we piloted ‘buck-a-beer’ to Ontarians last fall, the results were unbelievable,” said Gordon. “We had record-breaking sales and incredible consumer feedback. It was an easy decision to bring the no name® brand to this category at this price.”

This is the first of a series of weekends that this promotion will be running throughout the year.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.