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NEW YORK Following its acquisition of Bass Ale’s import rights, Labatt USA is reaching for goal-oriented beer drinkers with a campaign that likens the Brit brewery’s genius to man’s first steps on the moon.
“You look at that red triangle, it’s one of the world’s oldest trademarks,” said Stephen Ward, director of European brands at Labatt USA in Norwalk, Conn. “Bass was being exported to the U.S. [in 1799], long before Coca-Cola was even an idea.
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