Labatt threatened to sue the Montreal Gazette unless the paper removed a photo of Magnotta from its website that clearly shows the Labatt label on his beer bottle. The paper took the photo from Magnotta’s public Facebook page.
In a letter to the Gazette, a Labatt attorney wrote,
“As I am sure you can understand, this image is highly denigrating to our brand, and we are disturbed that this image remains on your site despite repeated requests and the many images available of this person.”
Labatt’s prompted plenty of sarcastic ridicule on Twitter, including its own hashtag: #newlabattcampaign. Included are such remarks as “#newlabattcampagin I would give an arm and a leg for a Labatt Blue.”