There Are No Feel-Good Ad Campaigns Under Capitalism

So, the big brewery up north–no, not Bud*, Molson–started this ad- and sales-campaign to push Canadian brew. And the concept seems cool. They’re selling cases of tallboys of random Canadian beers, with at least one Molson’s per case**; a percentage of the proceeds go to charity. Cases are randomized off of a list of participating brewers in Ontario; in Regina and Saskatoon, you can pick-and-choose among a limited list of selections.

As their marketing director put it: ““All a brewer has to do is say yes, […] and Molson handles the supply chain logistics.” Hmmm…things are starting to seem not so cool. Particularly when the chain they’re using in Ontario for deliveries is–wait for it–owned by Molson, Labatt (Ab InBev) and Sleeman’s (Sapporo).

And when you realize several of the beers that are being picked from are actually microbreweries owned by MolsonCoors, that seems even less cool.

Oh, Molson. As the owner of this site suggested recently, you’re part of the problem, not part of the solution.

*Actually the best-selling beer in Canada. The result of the Molson-Coors merger in 2005, which made Canadians question if Molson was even Canadian any more. So…they went with Bud?

**I checked: in Regina/Saskatoon, six of your beers have to be Molsons.

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