Molson Canada acquires Creemore Springs

25/04/05 Molson Canada has announced that it has acquired Creemore Springs Brewery Limited, located in Creemore, Ontario. This acquisition will benefit Molson by strongly positioning it in the growing domestic super-premium segment while allowing Creemore to preserve its unique identity.

Over the years, Creemore has built a strong reputation for its main premium lager brand, Creemore Springs, an Ontario favourite for domestic beer connoisseurs. Creemore is a natural addition to Molson's portfolio and is part of the strategy developed to provide the company with a foothold in the super premium market segment.

The Creemore brand image and brewing craft will remain unchanged and, as such, present Molson with a strong potential to enhance product sales, given its broad customer-based network. Molson will also evaluate expansion opportunities to other parts of Canada, as well as increasing Creemore's awareness through increased investment in marketing, which will remain truthful to the brand identity.

Creemore was established in 1987. Its direct fire brewing process uses only pure spring water, from the Creemore Springs, the finest malt barley, imported hops and select yeast to make its unique amber lager. Each batch is crafted by a team dedicated to producing the perfect beer. Creemore employs approximately 50 people in Ontario and its craft brews enjoy a great reputation among beer connoisseurs.

With roots dating back to 1786, Molson Canada has a time-honoured tradition of brewing quality beers. Part of the Molson Coors Brewing Company, the world's fifth largest brewer, the company's award-winning brand portfolio includes Molson Canadian, Coors Light, Molson Export, Molson Dry, Rickard's, and A Marca Bavaria. Molson Canada employs 3,800 Canadians, operates five breweries, and invests in communities across Canada through its various charitable initiatives and sports and entertainment sponsorships.

http://www.newswire.ca/en/releases/archive/April2005/22/c9087.html