{"id":1031,"date":"2008-06-17T12:29:25","date_gmt":"2008-06-17T17:29:25","guid":{"rendered":"http:\/\/spacingmontreal.ca\/2008\/06\/17\/labatt-wins-street-fair-exclusivity\/"},"modified":"2013-01-21T11:59:49","modified_gmt":"2013-01-21T16:59:49","slug":"labatt-wins-street-fair-exclusivity","status":"publish","type":"post","link":"https:\/\/spacing.ca\/montreal\/2008\/06\/17\/labatt-wins-street-fair-exclusivity\/","title":{"rendered":"Labatt wins street fair exclusivity"},"content":{"rendered":"

\"\"<\/a><\/p>\n

You’ve probably noticed some of Labatt’s new St-Jean-Baptiste-themed ads around town lately. “On est tous Qu\u00e9b\u00e9cois, m\u00eame \u00e0 Montr\u00e9al,” they read, which I think is kind of cheeky and cute, even if it’s grammatically incorrect (shouldn’t it be “qu\u00e9b\u00e9cois,” since it’s an adjective?). But Labatt is doing more than just spreading good will on June 24th: it’s clearly angling for a bigger market share in Montreal and it is even going so far as to impose itself on a major street fair.<\/p>\n

From now until the end of August, Ste. Catherine St. in the Village will be closed from Berri to Papineau. Dozens of terraces will spill into the street, which will become a quasi-permanent street fair. Unfortunately, as La Presse reports<\/a>, the Village’s merchants’ association has signed a contract with Labatt’s that will give the brewer a monopoly on terrace beer sales. What’s worse is that the deal forces the street’s restaurants and bars to purchase a quantity of Bud Light whether they plan to sell it or not. <\/p>\n

Cette entente d\u2019exclusivit\u00e9 sign\u00e9e entre la Soci\u00e9t\u00e9 de d\u00e9veloppement commercial du Village (SDC) et la Brasserie Labatt en \u00e9change d\u2019une commandite est loin d\u2019enchanter les restaurateurs du quartier. Plusieurs sont furieux des quotas d\u2019achats de la marque Bud Light qui leur sont impos\u00e9s.<\/p>\n

Jean-Luc Raymond, propri\u00e9taire du restaurant Le Plan\u00e8te, a \u00e9t\u00e9 oblig\u00e9 de se procurer pour 1690 $ de produits Labatt. Au cours de l\u2019\u00e9t\u00e9, il devra liquider environ 65 caisses de 24 bouteilles de Bud Light. Pour offrir une diversit\u00e9 \u00e0 sa client\u00e8le, il a \u00e9galement achet\u00e9 quelques barils de Stella Artois. Il se demande comment il arrivera \u00e0 vendre autant de blondes en 75 jours. (…)<\/p>\n

La SDC a sign\u00e9 une entente d\u2019exclusivit\u00e9 avec Labatt, propri\u00e9t\u00e9 du g\u00e9ant belge InBev, pour deux ans. La SDC a re\u00e7u 100 000 $ pour financer le co\u00fbt de la pi\u00e9tonnisation, estim\u00e9 \u00e0 environ un million de dollars pour la p\u00e9riode du 17 juin au 3 septembre. En \u00e9change, elle s\u2019est engag\u00e9e \u00e0 redistribuer pour 100 000 $ de produits Labatt aux 54 commer\u00e7ants.<\/p>\n

Le restaurant Kilo, qui sert des sandwichs et des desserts, a \u00e9galement d\u00fb acheter pour 1000 $ de bi\u00e8re. \u00ab C\u2019est frustrant de vendre un produit qu\u2019on ne veut pas vendre \u00bb, lance la g\u00e9rante St\u00e9phanie Dagenais. \u00abC\u2019est un 1000 $ que je dois d\u00e9bourser de plus cette semaine en plus des milliers pour le permis d\u2019alcool, l\u2019ouverture du dossier \u00e0 la Ville, l\u2019arpenteur, l\u2019installation de la terrasse\u2026 Mettons que la facture est sal\u00e9e.\u00bb<\/p>\n

Comme la majorit\u00e9 des commer\u00e7ants du Village, la propri\u00e9taire du restaurant italien Piccolo Diavola, Myriam Guay, voit d\u2019un tr\u00e8s bon \u0153il la pi\u00e9tonnisation de l\u2019est de la rue Sainte-Catherine. Mais comme la dizaine de restaurateurs interrog\u00e9s, elle se demande ce qu\u2019elle fera des 50 caisses de Bud Light qu\u2019elle est forc\u00e9e d\u2019acheter.<\/i><\/p><\/blockquote>\n

The real issue here isn’t taste, of course: it’s the wholesale co-option of a major commercial street by a single corporate interest. Last year, concerns were raised that something similar would happen at the Ubisoft-sponsored St. Viateur street fair, but in the end, Ubisoft’s presence was very discreet and the festival wasn’t used as a platform for advertising. In this case, however, Village businesses and customers both face reduced choice and are subject to what is, in some ways, a giant marketing campaign. <\/p>\n

It’s true that a number of other festivals have similar sponsorships, but the scope of the Village street fair is unprecedented: it will last for more than two months. Montreal benefits from its many festivals and street parties, and the pedestrianization of a major street during the summer months is more than welcome, but to what extent are we willing to allow private interests to exert such influence over our public spaces? <\/p>\n","protected":false},"excerpt":{"rendered":"

You’ve probably noticed some of Labatt’s new St-Jean-Baptiste-themed ads around town lately. “On est tous Qu\u00e9b\u00e9cois, m\u00eame \u00e0 Montr\u00e9al,” they read, which I think is kind of cheeky and cute, even if it’s grammatically incorrect (shouldn’t it be “qu\u00e9b\u00e9cois,” since it’s an adjective?). But Labatt is doing more than just spreading good will on JuneContinue reading “Labatt wins street fair exclusivity”<\/span><\/a><\/p>\n","protected":false},"author":5008,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[7839,103],"tags":[358,2589,2587,97,2588,265,2580,2582,125,2586,20,2581,2585,2584,2583,302],"class_list":["post-1031","post","type-post","status-publish","format-standard","hentry","category-neighbourhoods","category-walking","tag-berri","tag-bud-light","tag-bud-light-quelle","tag-gay-villagevillage-gai","tag-jean-luc-raymond","tag-la-presse","tag-labatt","tag-le-restaurant-kilo","tag-montreal","tag-myriam-guay","tag-pedestrian","tag-restaurant-le-planete","tag-stella-artois","tag-stephanie-dagenais","tag-the-village","tag-usd"],"acf":[],"yoast_head":"\nLabatt wins street fair exclusivity - Spacing Montreal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spacing.ca\/montreal\/2008\/06\/17\/labatt-wins-street-fair-exclusivity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Labatt wins street fair exclusivity - Spacing Montreal\" \/>\n<meta property=\"og:description\" content=\"You’ve probably noticed some of Labatt’s new St-Jean-Baptiste-themed ads around town lately. “On est tous Qu\u00e9b\u00e9cois, m\u00eame \u00e0 Montr\u00e9al,” they read, which I think is kind of cheeky and cute, even if it’s grammatically incorrect (shouldn’t it be “qu\u00e9b\u00e9cois,” since it’s an adjective?). 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