Wanted: Beer-loving partier
Sorry, but we don’t know any partiers. We only know Cartier. Small wonder that Labatt had to pull out of its online venture beer.com and sell its stake to an upstart Canadian online retailer for an undisclosed sum. Apparently, Labatt too had trouble finding partiers with an interest in "beer, sex, music, fun and beer girls" to make the venture worth the investment.
The site, which was set up in 1999 by Interbrew/Labatt and a host of partners, was aimed at 19 to 35 year old "partiers" and tried to integrate the solitary activity of surfing the net with the social activity of drinking. Does it take anybody by surprise that the site never lived up to its ideal despite its claims to the contrary? Labatt has not shelved the beer.com site altogether..
Select offer and read on
6 print issues