Coors Light

Coors Light

December 18, 2008 09:00 ET

Molson's Coors Light Reaches a Nearly 20-Year Company High

Over 1 million hectolitres in Quebec shipments

MONTREAL, QUEBEC--(Marketwire - Dec. 18, 2008) - Molson-brewed Coors Light has just set a nearly 20-year company high, surpassing 1 million hectolitres (hl) - or 12,218,964 cases of 24 bottles of beer - in Quebec shipments for 2008.

A testament to the premium brand's increasing popularity, over the last eight years, shipments of Coors Light to Quebec vendors have had incredible growth-approximately 95,000 hl in 2000 to 1 million hl in 2008. This represents a more than tenfold increase in shipping volume.

Shipments of 1 million hectolitres are more than just a symbolic benchmark. This result (which is the second-best performance in Molson history) is even more significant since the overall shipping record set by Molson's O'Keefe brand in 1990 was achieved in a much less fragmented market.

Molson's Coors Light will finish 2008 with double-digit year-over-year volume growth in Quebec-for the tenth year in a row. In an industry where single-digit volume growth over one year alone is considered a success, the brand's performance in Quebec is simply exceptional-especially in the current economic context.

"The popularity of light, refreshing beer is a fast-growing market, and Coors Light is well positioned to meet the demand," said Denis Ferlatte, Senior Coors Light Brand Manager at Molson. "Launched and brewed by Molson in Canada since 1985, the evolution of this brand has been nothing but remarkable."

Innovations that deliver

Coors Light-Canada's best-selling light beer-is also one of the fastest growing beer brands overall in the country due to innovations that have been part of its hallmark. In 2007, the popular brand stepped up its commitment to deliver a cold beer drinking experience with its innovative Cold Certified™ bottles and cans.

The Coors Light Cold Certified™ bottles and cans feature proprietary temperature-sensitive thermal chromatic ink technology that turns the Coors Light mountains from white to blue when the beer is chilled to four degrees Celsius or less, signalling the beer is ice cold and ready to enjoy.

The brand is also dedicated to helping its consumers have a good time with popular promotions including the Coors Light Maxim Golf Experience, Coors Light Mystery Mansion, and its action sports platform, the Coors Light Trauma Series.

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.

Contact Information

  • Source: Marie-Helene Lagace
    Director of Public Relations
    Information: Amely Tremblay
    Morin Public Relations
    514-289-8688 ext. 226
    Cell.: 514-774-8522