MOLSON REGAINS CANADIAN BRAND IN MARITIMES
By Adnews Staff
Montreal-based Molson Canada has regained control of the Molson Canadian brand in the Maritimes. The move part of Molson's strategy to grow the brand. Previously, brewing, sales and distribution for the Canadian in the Maritimes was handled through a partnership with Moosehead Breweries. Under a new agreement, Moosehead's brewery in Saint John, New Brunswick will continue to brew, bottle and distribute Canadian in the Maritime provinces, while Molson will handle all selling and marketing of the brand. Molson also wants to increase its market share in the Maritimes, currently 7%, to something closer to its national share of 45%, said Michelle Robichaud, spokesperson for Molson. Also, Molson wants to increase brand activity in the Maritimes for its other brands, including Export, Dry, Coors Light, Miller and imports Corona and Heineken. To handle the increase in overall brand activity in the region Molson will increase its sales and marketing team in the Maritimes.
In other Molson news, Joe Canadian, of Molson's "The Rant" commercial, is going on a cross-country tour to do live performances of The Rant at Canada Day celebrations in nine Canadian cities. Between June 30 and July 1, Joe will appear at community events and celebrations in Moncton, St. John's, Ottawa, Toronto, Barrie, Winnipeg, Edmonton, Victoria and Vancouver. Joe has previously performed The Rant at movie theatres and hockey arenas, but, according to Brett Marchand, vice president of marketing, Molson wanted to give all Canadians a chance to see Joe perform live. Molson is also running five-second spots featuring Canada Day greetings from Joe and the four characters featured in its new 30-second "Stereotypes" spot. The five-second greetings are running in English Canada. Advertising for Molson Canadian is handled by Bensimon Byrne D'Arcy of Toronto.