Labatt is joining the unofficial Olympic party by opening Club Bud in Vancouver for five nights in the middle of the Winter Games next month.
In a carefully worded release that avoids any mention of the Olympics, Labatt said it wants to "claim its place on top of the party podium in Vancouver" just as it did in Beijing and Torino–host cities for the last two Olympics.
Molson is the official beer supplier of the Vancouver Olympics, and part of its activation in Vancouver during the Games includes Molson Canadian Hockey House, a massive party facility near the Olympic hockey arena that will broadcast all of the men's and women's hockey games, but will also feature performances from musicians like Sam Roberts and Colin James.
Labatt is taking over the Commodore Ballroom to set up Club Bud, a place "for athletes, celebrities and some lucky fans to celebrate in style."
The venue will hold up to 1,000 people and include a concert stage, hosting live music and DJs. Labatt is also partnering with Burton, the National Hockey League, Under Armour and Lululemon Athletica to present themed evenings on each of the five nights the club will be open: Feb. 19, 20, 25, 26 and 27.
"Club Bud is bringing Vancouver five epic parties and will be the place to be for competitors to come together to celebrate their achievements and enjoy the camaraderie shared among world-class athletes," said Richard Musson, vice-president of marketing, Labatt Breweries of Canada, in the release.
Labatt is also holding a contest to find two "Club Bud Party Crashers" who will attend one of the Club Bud weekends and share their experience online. The contest is housed on Labatt's Budweiser Canada Facebook page.
As the official beer of the U.S. Olympic Team, Budweiser's American press release from Anheuser-Busch announcing Club Bud was less coy: "Club Bud, host of the hottest parties in Beijing and Torino, will reclaim its place on top of the Olympic Winter Games party podium in Vancouver," it states. "Club Bud will transform the famed Commodore Ballroom into the place for athletes, celebrities and some lucky fans to celebrate the Olympic spirit in style."
