Molson Canadian

Molson Canadian

July 08, 2008 09:30 ET

Molson Canadian Brews Up Something BIG This Summer

Construction of Canada's largest monument to the great Canadian lager is underway to honour Canadians' beloved brew

TORONTO, ONTARIO--(Marketwire - July 8, 2008) -

Editors Note: A photo and video are included with this press release.

Some say bigger isn't always better. Obviously they aren't Canadian. From the country that brought you the Big Apple, a Giant Axe, a super-sized Easter Egg, and a massive Beaver comes the Molson Canadian Mega Keg, a monument in celebration of the most patriotic of beers, to be revealed later this summer.

"Molson Canadian has a message for Canadian beer lovers: when it comes to celebrating our love for the great Canadian lager, size DOES matter" said Sarah Eby, Brand Manager, Canadian at Molson. "As Canada's definitive lager, Molson Canadian deserves a truly worthy keg. That's why this summer, we will build the world's largest monument to a keg of Molson Canadian ever constructed, and then, throw a huge celebration around it."

Canadians' fascination with constructing monuments to big things can be seen across the country. From the BC Salmon to the Atlantic lobster, this long-standing Canadian tradition is evident from coast to coast. Not only is the Mega Keg next in the long line of giant monuments, but it is an homage to beer in true Canadian tradition.

The unveiling of the Mega Keg will take place at an end-of-summer celebration for 500 guests in Toronto. The event will feature mega-sized attractions, mega-themed games and activities, and a special guest performance by a live band, to be revealed on the day of the event.

While the monument's exact proportions are being kept under wraps, theoretically the Mega Keg Monument would be able to accommodate twice the volume of the fuel tank of a jumbo jet, and the equivalent volume of half a million cans of Molson Canadian.

"Molson Canadian knows how to throw a party and the Mega Keg bash promises to be the biggest and baddest ode to beer there is," said Eby. "Although the event details are top secret, the size of the Mega Keg is only an indication of what is to come."

Design and construction of the Mega Keg has been in the works for months. Molson Canadian enlisted the expertise of Mississauga, Ont.-based Kubik to design and construct the massive monument. For a peek at what's to come, the monument's preliminary design is available here.

Canadians of legal drinking age can enter to win a trip to the unveiling in specially marked cases of Molson Canadian, or by visiting the Mega Keg website at www.molsoncanadian.ca/megakeg.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's pre-eminent brewer. The Company proudly offers some of 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 also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians, operates six breweries, 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 part of the Molson Coors Brewing Company.

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