Molson Chooses BBDO and DraftFCB to Market Flagship Quebec Brands

TORONTO, ONTARIO, Jun 10 (MARKET WIRE) --
Molson is pleased to announce that two of its flagship brands, Molson
Export and Molson Dry, have been reassigned to DraftFCB and BBDO
respectively.

The decision was made to seek out new creative agencies and renew the
advertising approach for Molson's Quebec brands. The Company wants to
ensure that its products continue to resonate with consumers, especially
within a climate of intense competition. In addition, given the current
economic context, the decision to streamline its ad agency roster was a
sound business decision.

"We knew that BBDO and DraftFCB could bring to the table a lot of
experience to understand and support our brands," said Peter Nowlan,
Chief Marketing Officer of Molson Canada. He added that "both agencies
have a demonstrated track record of deep strategic insight and creative
capabilities; we are excited to expand our work with both agencies on our
portfolio of extraordinary brands."

DraftFCB will now manage the Molson Export account, in addition to their
current assignment on Coors Light. For Anne Fortin, Managing Director of
DraftFCB, this is excellent news: "We are elated to partner with Molson.
Canada's oldest brewer has a well-earned reputation for innovative
advertising campaigns that touch, move and surprise their consumers.
DraftFCB looks forward to having the opportunity to continue this
tradition with Molson Ex."

Alain Gignac, President and General Manager of BBDO, added: "At BBDO, the
thing we care about most is delivering client success through great work.
Molson Dry already has a strong brand identity that connects with its
youthful target market. We're excited about directing our well-known
obsessive focus to create creative content that will expand the reach of
this exciting product."

Both the Molson Export and Molson Dry assignments were previously handled
by Cossette. All communications planning will continue to be handled by
Mediaedge:cia.

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 and Foster's Lager. 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.

Contacts:
Molson
Marieke Tremblay
514-590-7212

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