MOLSON EXPANDS PORTFOLIO
By Adnews Staff
Toronto-based Molson Breweries is now marketing and selling Heineken beer across Canada. The brewer was awarded the contract by Heineken Canada Inc. to market and sell the beer in the four Western provinces this month. It already had the business in the rest of Canada. For the time being, Molson will promote Heineken in Western Canada using point-of-purchase and on-premise advertising in bars and clubs. The ads will likely be created in-house, Western Canada public affairs manager Maureen Cameron told Adnews yesterday. If Molson needs assistance, it will probably use its Western Canada agency, BBDO Canada's Vancouver office. Previously three company's handled the marketing and selling of Heineken beer in the four Western provinces. They were: International Sellers Inc., Bacchus Agents Ltd. and McLean Beverages Inc. As part of the deal with Molson, the brewer will also be responsible for Heineken's Irish beer, Murphy's Irish Stout. Heineken is brewed in the Netherlands and imported for distribution in Canada.