About as strong as you should go when leaving beverages for Santa.

Controversy is brewing up north as Christmas approaches, and I’m not talking about the North Pole.

A Canadian holiday ad campaign for Labatt Blue’s de-alcoholized beer is upsetting some Santa snack traditionalists.

The offending ad reads: Leave one out for Santa.  He’s driving.

I guess the concern is that children across Canada will abandon the traditional milk and cookies, and run to the nearest convenience store to pick up a Labatt’s six-pack for Santa.

Personally, I think Santa might appreciate a little more variety in his holiday snacks.

Reactions range from outraged to completely indifferent, or if you prefer, they range from “I have grandchildren and great-grandchildren” to “I’m a college student who just wants to go the convenience store to buy a case of beer.”

Still, many Canadians are upset by the ad, claiming that it’s not an appropriate message for children (because that’s who the ad is targeting).

Labatt spokesperson Catherine Pringle has defended the ad, saying that it is reminding people not to drink and drive.

Seems reasonable enough, but Alan Middleton, a marketing professor at the Schulich School of Business at York University, does bring up a good point.

“They’re stating that you can have a beer and you’re still safe to drive, but they can’t control how many of those 0.5% beers people consume,” Middleton said.

With a population of approximately 33 million (give or take a couple 100 thousand), if every Canadian household leaves a de-alcoholized beer for Santa he’ll be flying without the help of his reindeer by the time he makes it to the states.

On second thought, maybe we should all just stick with the milk and cookies, Santa can have a well deserved cold one when he gets back to the workshop.

The Whole Story: A Cold One For Santa