As Canadians prepare to celebrate Canada Day on July 1, Molson Canadian is doing its patriotic duty by putting a spotlight on other brews founded in Canada, and even compiling what it’s calling “the most Canadian case of beer ever” – with fellow brews founded across the country.
“A lot of Canadians don’t know that the best-selling beer in the country isn’t one founded in Canada. So this Canada Day, we want to unite over something that brings us together: great beer from right here,” says Katie Rankin, senior marketing manager for Molson.
In the days leading up to Canada Day, Molson Canadian will transform its website and social channels into a spotlight for Canadian beer, celebrating the nation’s strong brewing tradition and beer brands. In the spirit of national unity and to inspire pride in Canadian beer, Molson Canadian will also promote other Canadian-founded beer brands on those channels.
The brand is also opening up its two-four – a 24-pack in American parlance – to any beer brand founded in Canada willing to participate in creating its limited-edition “Canadian Case.”
Available in select cities through delivery platforms, the limited-edition variety packs will feature beer brands founded in Canada, as well as some Molson brands, including Molson Canadian, Molson Export and Molson Ultra.
Starting today, Molson Canadian is inviting breweries that brew beer founded in Canada to join its “#MakeItCanadian” campaign. Molson Canadian will support participating breweries with marketing around the “#MakeItCanadian” initiative, and their beers may also be part of the special variety pack. More information about availability, participating breweries and instructions on how to order the special two-four packs can be found at www.thecanadiancase.ca.
Consumers can participate, too, by creating their own virtual Canadian Case on www.thecanadiancase.ca, and by telling the brand if they have a favorite Canadian-founded beer brand they’d like to see in the “#MakeItCanadian” campaign, by tagging @Molson_Canadian on Twitter or @MolsonCanadian on Instagram and using the #MakeItCanadian hashtag.
What’s more, the campaign plans to donate $5 for every printed case – up to $25,000 – to a Canadian charity helping local communities affected by the pandemic.
“#MakeItCanadian” is the first initiative in a new brand campaign Molson Canadian is calling “Rep Our Home,” a way to bring Canadians together over beer. It’s the brand’s first major campaign since 2018.
“We’ve been brewing beer for more than 230 years – seven generations of the Molson family – and we wanted to create an awesome platform to showcase the passion and pride we have for our country,” says Joy Ghosh, brand director for the Molson family of brands. “The idea for ‘Rep Our Home’ connects back to our core brand purpose, which is about living a legacy. We want to encourage Canadians to build these communities and come together over common passion points of beer.”
As Canada’s oldest continuously operated brewery, Molson has a long tradition of supporting its communities. In the early 19th century, brewing magnate John Molson founded hospitals and theaters in Montreal, and even oversaw the incorporation of the city’s first library. He helped found Bank of Montreal, which lent to small Canadian businesses. That spirit of community inspired the campaign, Ghosh says, especially as the coronavirus pandemic inflicted economic damage to the Canadian brewing industry.
The “#MakeItCanadian” campaign is the brewery’s latest effort to rally Canadians. It famously wrapped itself in the flag in a 2000 ad supporting its “I Am Canadian” campaign. Now it’s looking to inspire Canadians in a new way.
“If there’s a time and a place to support Canadian beer brands, that time is now,” Ghosh says.