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wavfishm HW whomImpoaaonm Big three breweries bid for markets MONTREAL fCPl Can adas three big brewing com panies are intensifying their quest for Quebecs $430million beer market with advertising Brice competition and new rands Labatt Breweries of Canada Ltd of London 0nt No in beer sales across Canada has fallen to No in Quebec with its share of the market drop ping below 30 per cent and con tinuing to slide market analysts say On top here is Montreal based Molson Breweries of Canada Ltd with 39 per cent followed by Torontobased Carling OKeefe Breweries of Canada Ltd with 31 per cent and No spot snatched earlier this year from Labatt Molson doesnt produce the topselling brand but its Ex ggrt Ale and Laurentide Ale are th in the top four The most popular single brand is OKeefe Ale which captured the top rank from Labatts 50 Ale Both Labatt and Keefe have brought out new brands recently Labatts Cervoise Ale appeared late in 1978 and OKeefes Rallye Ale came out last month as both breweries scramble to imitate Molsons success with its two leading brands LIFESPANS LIMITED The thinking in the brewery industry said analyst David Schulman of the Montreal in vestment house Geoffrion Leci erc lnc is that brands of beer have limited life spans They come and go with each gener ation of drinkers and usually peak after 20 years although 33yearold OKecfe Ale would seem to defy this Labatt brought out Cervoise only after its 50 Ale started los ing popularity in Quebec and OKeefe is hoping Rallye will have caught on by the time Keefe Ale begins dropping so it wont be as dependent on one brand as Labatt has been Although Quebecs annual beer consumption of 118 litres per adult is higher than the Ca nadian average the beer mar ket in the province has been stagnating for the last four years and it suffered blow when wine went on sale in gro cery stores in September 1978 Quebec the least English of the Canadian provinces is the most English in its beerdrink ing habits More than 90 per cent drink ale an English drink and small market share goes to lager which dominates in Western Canada and parts of Ontario And studies show no appre ciable market would exist for the light beers that are cat ching on outside Quebec The retail distribution system also is unique in Canada Quebecers buy their beer in grocery stores by the bottle or the case They seldom buy it in liquor stores which carry only imported brands and never in brewery stores which dont exist in Quebec All three of the big breweries have shaken up their Quebec marketing divisions this year and all are continuing their ad vertising assault spending to tal of $15 million in Quebec one estimate suggests Relieved hoppy dolphin gives birth NIAGARA FALLS NY AP As excited human nurseniaids outside the aquarium tank cheered Gabrielle nudged her wiggling infant to the surface for that first breath The dolphin mothers month in labor was over While dolphin pregnancies are believed to last about year officials at the Niagara Falls Aquarium had been saying any day now since October Aquarium staffers who had been keeping 24hour tankside vigil since labor began Nov 14 were rewarded Christmas Day when Gabrielle gave birth to onemetre female calf The baby was quickly named Christmas by the onlookers but contest will determine the permanent name of the young mammal Im very relieved and happy said consulting veter inarian Shakeen Nakeeb Weve been waiting for this long time III7ARIBEAI FELT The first hint of Gabrielles pregnancy came earlier this year when she quit working an aquarium staffer said in May fetal heartbeat was de tected Heavy contractions began late Tuesday morning and with the appearance of the calfs tall at 1224 excitement began to grow As the moment of birth drew nearer Gabrielle obliged her human icllwishcrs by hovering near llit glass panels where they sat The crowd greeted each contraction with cries of Come on girl and You can doit By 140 enough of the calf had emerged to make it clear that the tanks new resident would be female The calfs dorsal fin appeared 29 minutes later the signal that the end of Gabrielles long pregnancy was near Coasting slowly Gabrielle rose to the surface for gulp of air cut from Canada grade beef Limit rib steaks per family lb regular or ruffles Lays potato chips Sara Lee frozen lemon vanilla strawberry or chocolate layer Limit lbs regular ground beef per family Heinz fancy tomato 48 fl oz tin LIMIT PER FAMILY Dole fancy fruit ccktil Canada grade frozen predressed plain almond cherry or mixed fruit Neilson Venetian Vanilla ice cream or litre tub Limit per family plain Philadelphia cream cheese Loblaws or ziggys side Limit lbs side bacon per family lb produce of USA Prices effective to Monday December 31 1979 except bakery effective to Saturday December 29 1979 Stores reserve the right to quantities BarrieonlY nag Nasflz awn 53 06 agarTass 5115