Molson #MakeitCanadian cases send a message that, as patriots with a love for beer, we're all in this together

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      One of the rallying cries of 2020 has been “We’re all in this together”.

      Indeed, Canadians have spent much of the COVID-19 year pulling on the rope as one, including doing their best to support small businesses or staying home to stop the spread of the pandemic.

      Imagine if that spirit of lending a helping hand spread across the country in other ways, with folks supporting each other without expecting anything back other than the satisfaction of paying things forward.

      That idea is a good starting point for a new Molson Canadian initiative centred around Canada Day, and inspired by the idea that it’s great to call the Great White North home.

      Here's the motivation: in addition to a national passion for hockey and the great outdoors, our country is famous for its love of beer. But the funny thing about it is the beer we love most isn’t a Canadian one. Hands up if you guessed American behemoth “Budweiser” as the best-selling brand in the land.

      To help promote awareness of not just its own flagship brand, but the various other great homegrown beers of Canada, Molson has launched a campaign called #MakeitCanadian.

      And here’s where things get interesting. Hit your local liquor store, and you’ll find two-fours of what the brewing giant is calling “the most Canadian case” ever.

      Backing up for a second to last last month, Molson reached out to brewers and beer fans across the country, looking for different breweries to include in a variety pack. Those packs are now available for purchase, and they include not just cans of Canadian, but offerings from craft breweries like Western Canada's Granville Island, Red Truck, and Big Rock. 

      Different regions of the country will have different beers in each case, which are stamped in the Molson Canadian colours, but with different beer labels worked into the lettering. Open a case in Ontario and you might find, sitting label to label, offerings from Creemore, Something in the Water, Equals Brewing, Hockley Valley, and Radical Road.

      The best part about the campaign, besides it being like a Christmas present for beer fans who have no way of knowing what’s inside each box? That would be that money from each case sold will be earmarked for charitable causes. We’re all in this together.

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