Molson Coors Makes it Canadian for Canada Day Celebrations

Almost everywhere in the world, the beer of choice is a local brand. Everywhere, except Canada. Molson is sometimes seen as the enemy of other Canadian brewers – too big and not quite Canadian enough.

Wavemaker wanted to make Canada proud of its local brew once more, and COVID offered a chance for Molson to be bold – to support the sector and tackle these issues.

In an open letter, Geoff Molson called on Canadians to celebrate Canada Day by enjoying a Canadian beer – regardless of brand.

Wavemaker brought together independent Canadian brewers from across the country to join Molson in creating a truly Canadian beer case.

Conversation on social media was rampant! And the story ran on all major channels. The case sold out, featuring beer from 40 different brewers, and Molson Canadian’s share of the beer market increased by 11%..