La Brasserie Labatt returns to F1.

Jean-Paul Blais, the president and COO of the Canadian F1 Grand Prix, and Marc Portelance, the president and CEO of La Brasserie Labatt, today announced the return of La Brasserie Labatt to Formula 1.

The three-year agreement concluded by the partners ensures brand exclusivity for Bleue Dry at the Air Canada Grand Prix circuit. The announcement was made at a press conference hosted by Bertrand Godin at the brewery in LaSalle.

"Labatt's return to the Grand Prix is music to our ears. The brewery has played a key role in the history of auto racing in Quebec. It was instrumental in landing the Grand Prix and it is in great part thanks to its support that we now have one of the most prestigious events in Quebec and an essential stage of the Formula One World Championship," said Jean-Paul Blais.

"La Brasserie Labatt is proud to jump back into the thrill and excitement of Formula 1. Our employees welcomed the news with great enthusiasm. They're happy that we're resuming our auto racing tradition, which goes back to the 1960s," stated Marc Portelance. "Bleue Dry is a jet set brand that appeals to a young and sophisticated audience seeking thrills. This partnership with the Grand Prix is therefore a natural fit."

La Brasserie Labatt has played an important role in the history of auto racing in Quebec. Its involvement goes back to the 1960s, when Maurice Legault - the father of Norman Legault, the current president and CEO of the Canadian F1 Grand Prix - was head of the brewery.

On his initiative, Labatt established a partnership with the Canada Day Races and invested in the construction of the Circuit Mont-Tremblant as a sponsor. This magnificent track opened in 1964 and hosted a variety of races that would make Quebecers fall in love with auto racing.

In the 1960s, Labatt organized various races, including the Labatt 50 Classic, the Labatt Indy, and the Trois-Rivi?res Grand Prix. In 1968, the Canadian Grand Prix moved from Toronto to Circuit Mont-Tremblant and Labatt played a leading role in making this event an essential stage of the Formula One World Championship.

Labatt became actively involved in auto racing events, but also with the drivers. Among others, it sponsored the Williams Renault team, Gilles Villeneuve and his son, Jacques Villeneuve.