Canada: Molson Canada has acquired Creemore Springs Brewery
Molson Canada, a unit of Molson Coors Brewing Co., announced on April 22 it has acquired Creemore Springs Brewery Ltd., located in Creemore, Ontario. The purchase will give Golden, Colorado-based Molson-Coors the Creemore Springs brand, the company said today in a statement. Molson said the acquisition will give it a position in the growing domestic super-premium segment, adding that the Creemore brand image and brewing craft will remain unchanged. The price of the deal was not disclosed yet.
"Creemore is rounding up Molson's brand portfolio and will strongly position us in the domestic super-premium segment, becoming an engine for growth and allowing us to continue to provide beer drinkers with quality products that meet their various preferences as well as drinking occasions," said Kevin Boyce, President and CEO, Molson Canada. "Molson's intention is for Creemore to continue operating as a distinct organization benefiting from its own people, knowledge, recipes and marketing methods," added Boyce.
"Molson understands and appreciates what is special about the Creemore brand and this makes them a great purchaser for the company. They are committed to keeping the combination that made us successful in the marketplace - finest quality ingredients, dedicated people and small-batch brewing on location in Creemore, while leveraging their abilities to enable more and more people to enjoy our superior beer." said Bill Wilder, Chairman, Creemore Springs Brewery Limited. "We invite our consumers to raise their glass to this great news and to see Molson's interest in Creemore as a testimony to the craft and quality that made our products renowned," added Mr. Wilder.
Analysts said Molson's acquisition of Creemore marks the latest move by Canada's larger beer companies to buy smaller breweries that make premium-priced beer. In June 2004, Sleeman completed the takeover of Quebec beermaker Unibroue.
Over the years, Creemore has built a strong reputation for its main premium lager brand, Creemore Springs, an Ontario favourite for domestic beer connoisseurs. Based in the small Ontario town for which it is named, Creemore employs about 50 people. The company dates back to 1987.
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.
Torna
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