Everything about Molson totally explained
Molson Canada is second oldest company after the
Hudson's Bay Company. Molson's first brewery was located on the
St. Lawrence River in
Montreal where the
Molson family continues to maintain its headquarters today. Sixth generation Molson family member Eric Molson is Chairman of Molson Coors Brewing Company. The seventh generation members of the family are engaged in the business as well. Eric's son Geoff is a Vice President on the Quebec Management team. Andrew, Eric's son, is a member of the Molson Coors Brewing Company board. Molson remains very much a Canadian iconic family and holds 50% of a controlling trust of the merged Molson Coors Brewing Company.
Today, Molson Coors is the 5th largest brewer in the world. Molson specific brands in Canada and the
United States include Molson Canadian (lager), Molson Canadian Light, Molson Ice, Molson Golden, Molson Export (ale), Molson Dry, Molson XXX, Stock Ale, Pilsner, Carling, Tornade, Bohemian and Calgary. In
Brazil, Molson owns partial stakes in the Brazilian brands
A Marca Bavaria and
Kaiser, after acquisitions and disposals in
2000,
2002 and
2006. As of January 2006, Molson has a 15% stake and a board seat in
Cervejarias Kaiser the company responsible for
Kaiser. Molson also brews
Fosters Lager under licence for the United States and Canadian markets. Molson has the marketing and selling rights for Corona brands east of the
Manitoba border, marketing and selling rights for Heineken in Canada and markets and sells Miller brands in Canada. Beginning in 2007, Molson Coors announced a joint venture with Miller's parent to create
MillerCoors, which handles production and distribution for both companies' American brands.
In addition to alcoholic beverages, Molson owns a 20% stake in the
Montreal Canadiens, who historically have been the
NHL's most successful hockey team; Molson formerly was the team's outright owner. Among many sports sponsorships, Molson and/or Coors also have deals with the
Ottawa Senators,
Toronto Maple Leafs,
Edmonton Oilers,
Calgary Flames,
Vancouver Canucks,
Colorado Avalanche and
Detroit Red Wings, and their beverages can be purchased at other sports venues.
In
2000 Molson attracted a great deal of media attention with its "
I am Canadian"
advertising campaign. The original sixty second commercial of
Joe Canada tried to define what it means to be Canadian based on many light-hearted and stereotypical images of Canada. This campaign generated a huge amount of publicity and received a Bronze Lion award at the international advertising awards in
Cannes,
France. Since then, Molson has transitioned from their old advertising agency Bensimon Byrne in favour of another Toronto based shop, Zig.inc. Molson Canadian advertising in the United States is handled by Taxi New York, an advertising firm with Canadian roots.
Molson Coors executive offices are located in Montreal,
Quebec and
Denver,
Colorado. The Canadian operational headquarters are located in
Toronto with the U.S. operational headquarters located in
Golden, Colorado (in addition to several breweries across the continent).
United Kingdom headquarters are in
Burton upon Trent, and the
Brazilian headquarters are in
São Paulo.
On
March 14,
2005, the
Molson Coors Brewing Company announced that it was retiring its "
I Am Canadian"
advertising slogan for the new tagline
"It Starts Here". The current Molson TV advertising campaigns feature a presumably-American spokesman who plays upon the
stereotypes of American ignorance of Canadian culture.
On
March 21,
2005 the company introduced Molson Kick, Canada's first
caffeinated beer, which was targeted towards the younger crowd. Like
Anheuser-Busch's B-to-the-E beer introduced in the
United States, it contains
guarana, a natural source of caffeine. Molson discontinued Kick in early 2006.
Molson is part-owner of
Brewers Retail Inc., operator of The Beer Store retail chain, which -- protected by legislation -- has an over 90% market share of Ontario beer sales. Molson owns 50% of Brewers Distribution Limited in Western Canada.
Molson bought
Creemore Springs Brewery on
April 22, 2005.. In 2007 Molson closed its 100-year old brewery in Edmonton after a strike by workers.
Operations of Molson Coors in Brazil was sold to the Mexican group
FEMSA in 2006.
Quotes
My beer has been universally well-liked beyond my most sanguine expectations.
- John Molson, 1786
"We are all members of a larger community which depends on everyone playing a part," John Molson speaking to employees in 1825
"An honest brew makes its own friends," John Molson, and displayed on Molson Canadian packaging today
"
Jim Dunk says don't drink it." - from a 1980s UK advertising campaign highlighting the fact that Molson was imported to Britain in small quantities, making it a jealously guarded secret among certain people
It Starts Here - Molson Canadian tag line, 2005
"True Canadian Taste" -current Molson Canadian tag line, 2007
Molson beers
Molson partnered brands in Canada
Corona
Negra Modelo
Heineken
Fosters
Miller Genuine Draft
Other ventures
Outside of beer and ice hockey, the Molson family were pioneers in steamships, hospitality, assisting with the building of the Montreal Hospital, patrons of the arts, and until 1925, involved in banking too, through Molson Bank which merged with The Bank of Montreal. Molson was once the owner of home improvement chains Beaver Lumber and Aikenhead's Home Improvement Warehouse. In February 1994, Molson sold 75% interest in Aikenhead's to Home Depot Inc for $150 million.(External Link
)Further Information
Get more info on 'Molson'.
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