Molson Brewery
 | |
| Company type | Public |
|---|---|
| Industry | Beverages |
| Founded | 1786 |
| Founder | John Molson |
| Headquarters | , |
| Products | Beer |
| $7 billion CAD in sales | |
| Owner | Molson Coors Brewing Company |
Number of employees | 3,000+ |
| Website | http://www.molson.com/home/ |
Molson is the Canadian division of the world's fifth-largest brewing company, the Molson Coors Brewing Company. It is the second oldest company in Canada 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.
History
The company was founded in 1786 by John Molson. John Molson founded what is now Canada's oldest brewery on the banks of the St. Lawrence River in Montreal in 1786. Ever since, the Molson brewers have been passionate about brewing different beers for Canadians to enjoy. Today, Molson is now one of Canada's oldest consumer brand names and North America's oldest beer brand.
Molson's brewing methods are rooted in a tradition of quality. The very finest natural ingredients, the best brewing methods and the experience of our skilled brewmasters, are combined to brew beer that achieves both our standards of excellence and those of our consumers. Today, we brew a host of award-winning beers.
With over 3,000 employees across the country, Molson is committed to brewing quality beers with talented people who aim high and deliver on their commitments. We provide rewarding experiences for our employees and opportunities to share in Molson's success. And, in so doing, we act with integrity and take our social and community obligations seriously.
Molson operates six breweries across the country, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is an integral part of Molson Coors Brewing Company which was formed by the 2005 merger of equals of Molson and Coors. Its major markets are Canada, the UK and the USA.
Corporate governance
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.
Organisation
Molson Coors executive offices are located in Montreal, Quebec and Denver, Colorado. The Canadian operational headquarters are located in Toronto (in addition to several breweries across Canada). United Kingdom headquarters are in Burton upon Trent.
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 22 April 2005.[1]. Operations of Molson Coors in Brazil was sold to the Mexican group FEMSA in 2006.
On October 9, 2007, SABMiller and Molson Coors agreed to combine their U.S. operations in a joint venture called Miller Coors. SABMiller is to own 58% of the unit, which is to operate in the U.S. and Puerto Rico but not Canada, where Molson Coors is strongest. Molson Coors is to own 42%, but the parties are to have equal voting power.[2]
Ecomony
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.[2] Molson also brews Fosters Lager under licence for the United States and Canadian markets. Molson has the marketing and selling rights for Corona brands, 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.
Marketing
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.
On 14 March 2005, the Molson Coors Brewing Company announced that it was retiring its "I Am Canadian" advertising slogan for the new tagline "It Starts Here".[3] The current Molson TV advertising campaigns feature Canadian actor Jason Jones portraying an American spokesperson who plays upon the stereotypes of American ignorance of Canadian culture.
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
Products
- Molson Canadian
- Molson Canadian Sub-Zero
- Molson Canadian Light
- Molson Canadian Ice
- Molson Canadian Cold Shots 6.0
- Molson Dry
- Molson Exel
- Molson Export
- Molson Golden
- Molson Ice
- Molson Kick
- Molson Stock Ale
- Molson Ultra
- Molson XXX
- Black Ice
- Carling Black Label
- Old Style Pilsner
- Rickard's Red
- Rickard's Honey Brown
- Rickard's White
- Laurentide
- Black Horse (only available in Newfoundland)
- India Beer (only available in Newfoundland)
- O'Keefe's Extra Old Stock (only available in Newfoundland)
- Coors Light
- Caffrey's
- Old Vienna
Molson partnered brands in Canada
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.[1]
See also
References
Notes
External links
Molson in the Community Blog *[2]