Molson to blitz Canada - but only with ads
Do Canadians drink Canadian beer brands? Err, not necessarily. Although the domestic brand Molson Canadian is in a close race for top selling beer with Budweiser (brewed under licence by Labatt), another US brand Coors Light ranks third.
To a Canadian brewer this scenario must appear worrisome. Especially, if his brands seem to be lagging. According to reports, the country’s largest brewer, Molson, saw its market share fall 1.1 percentage points to 43.9 percent in 2002, mainly because of the decline of Molson Canadian. That’s why the brewer intends to pay more attention to its core brands from now on. After all, they still represent the most profitable part of its brand portfolio.
This spring and summer Molson will launch advertising which celebrates Molson Export’s centennial..
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