Molson Canada

Molson Canada

January 23, 2007 13:39 ET

Molson Selects Atlantic Canadian Firm to Develop National Responsible Drinking Campaign

MONCTON, NEW BRUNSWICK--(CCNMatthews - Jan. 23, 2007) - Molson has selected Bristol, Atlantic Canada's leading full-service marketing and communications company, to develop their newest national responsible use campaign after a national competitive bid process.

Launched in 1989, Molson's responsible drinking program is a national program that promotes the responsible and moderate drinking of quality Molson products.

"Molson is committed to promoting the responsible use of its products and we're proud to partner with Bristol for our newest national campaign that supports this commitment," says Ferg Devins, VP, Government & Public Affairs, Molson.

As Canada's market leading brewer, Molson is a partner in a number of industry programs that promote public awareness of responsible and moderate consumption of beer. These programs complement Molson's responsible drinking initiatives and are administered by groups such as the Brewers Association of Canada, Canada's National Brewers, the Quebec Brewers Association and the Beer Store Retail operation in Ontario.

"The Bristol Team is excited about expanding our relationship with Molson through this latest partnership," says Rick Emberley, President, Bristol. "We will deliver a campaign that reflects Molson's commitment to responsible and moderate drinking initiatives that truly make a difference in Canadian society."

This account adds to Bristol's extensive expertise in the area of social responsibility, which includes work in the gaming, environment, and natural resource sectors.

Molson works in conjunction with a number of other organizations and partners, such as 1888TaxiGuy and The Student Life Education Company, to encourage healthy decision making in the use and non-use of alcohol among university students. Molson also actively engages in a number of regional initiatives that support messaging for responsible drinking, including but not limited to "Molson Angels" in the Quebec market in peak selling periods and "free Ride" during the annual Oktoberfest Festival in Kitchener, Waterloo.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. Molson employs 3,500 Canadians, operates six breweries, and will be opening its newest brewery in Moncton, N.B., in 2007. This is the first in 50 years for the company. Molson also invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. The company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry, and Rickard's. Molson Canada is part of the Molson Coors Brewing Company.

About Bristol

With offices in Canada and Qatar, Bristol brings clients over 30 years of experience and leadership in public relations, advertising, events and market research, utilizing some of the best minds in the business to create outstanding campaigns that deliver results. Bristol is comprised of 140 professionals dedicated to providing and implementing the most strategic communications advice possible to assist clients in developing focused marketing communications programs.

Contact Information

  • Bristol
    Kathy Purcell
    506-382-4000 ext 235
    Cynthea Galbraith