Two Montreal icons are reuniting.
Molson Coors Beverage Company and the Montreal Canadiens today announced the extension of their decades-long partnership, with Molson Export once again taking center ice as the official beer of the storied Original Six hockey team, reprising the role it played from 1957 to 2015 before others in the Molson Coors’ portfolio briefly carried the torch.
“Molson has a long and rich heritage in the game of hockey, both in Canada and specifically in Montreal. This exciting long-term partnership extension enables Molson to further reinforce its commitment to hockey in Montreal,” says Brian Collins, senior manager of partnerships for Molson Coors in Canada. Molson Canadian is an official beer of the NHL, as well as the official beer of the Edmonton Oilers, Ottawa Senators and Toronto Maple Leafs.
The relationship between Molson Coors and the Canadiens extends back to 1957, the year the Habs beat Boston to claim their ninth Stanley Cup – and the year members of the Molson family purchased the team.
“The history the club shares with the Molson brewery runs deep, and our future together is exciting,” says Geoff Molson, owner, president and CEO of the Canadiens, as well as a member of Molson Coors’ board of directors. “Together, we’ve celebrated 16 of the Canadiens’ 24 Stanley Cup wins, witnessed some of the most memorable milestones in-arena and connected with fans behind the TV who held Molson Export in hand and the CH badge on their heart. Their loyalty and investment in the club, players and fans has marked our history and will continue to play an important role in our future.”
As part of the relationship, Molson Export will have a strong presence at the Bell Centre, including the reintroduction of the Molson Export Zone, a popular gathering spot for Habs fans. Use of the club’s marks will also up the ante on the brand’s retail and on-premise programming.
Molson Export is a golden ale first brewed in Montreal in 1903, and is one of Molson Coors’ oldest present-day beers. Full bodied and malty, the 5% alcohol-by-volume beer is balanced by a refreshing hoppy finish.
To kick off the partnership extension, Molson Export will be celebrating iconic moments in Canadiens’ history with an out-of-home brand campaign in which posters of historic Habs’ moments will be strategically placed across Montreal. Fans are encouraged to pull off the posters – some of which will be signed by former Canadiens star Vincent Damphousse – and take them home as a keepsake.
Molson Export features in each of the historic moments – Alexi Kovalev’s no-helmet goal against Boston in the 2008 playoffs; the celebration after Kovalev’s goal against New York in 2008, the Canadiens’ biggest comeback ever; its Stanley Cup run in 1986 and victory celebration in 1993.
“With the renewed partnership between Molson Export and les Canadiens, we’re looking to create more memorable moments with a new generation of Habs’ fans,” Collins says. “We are extremely excited to be bringing these two iconic Montreal brands back together.”