Modelo Molson Imports has begun a consumer promotion called "Après Anything" for beer brand Corona intended to extend its appeal outside of the summer months. The national initiative, which is aimed primarily at males under the age of 30, was developed by The Hive of Toronto. The program includes promotional workers who will visit bars in Montreal, Toronto, Calgary and Vancouver to distribute samples and encourage participation in a Facebook-based contest for a trip to Whistler, BC. The promotion also includes radio co-promotions and social media activities. "The Après Anything program reminds consumers that drinking a Corona Extra aligns to other relaxation occasions and that it can be enjoyed any time, any place," said Stewart Priddle, director of marketing at Modelo Molson, the exclusive Canadian importer and distributor of Corona brands. Media work is being handled by MEC Global, while Zulu Alpha Kilo is handling digital and social media activities.