Molson Coors Canada has created a new stand-alone division that will focus strictly on building its craft beer brands like Creemore and Granville Island.
Called “Six Pints Specialty Beer Company” the new division will be led by industry veteran Ian Freedman, and focused on original strategies around price, product, distribution and promotion.
“The skills and the business model required to be successful in seeding, nurturing and growing specialty beer brands is very different from those required to build powerhouse brands like Coors Light and Molson Canadian,” said Freedman, in a release.
In the short term, Six Pints will focus on building a national sales team to expand Creemore and Granville into new markets across the country, before developing a wider selection of specialty brands that “maintain the high standards of distinction set by Creemore and Granville.”
“Specialty and craft brewers are adding to the category in profound ways and opening up a world of opportunities to turn consumers into beer advocates,” said Freedman, in the release. “The Six Pints Specialty Beer Company will help lead that wave of change, celebrating distinctive beer experiences and old world craft.”
The name is a reference to the British Navy tradition dating back to the 1700s of compensating its sailors with six pints of beer a day.
