Given the magnitude of the Molson Coors company, it was the case that the beer brand identity was fragmented. However, a new initative is on the horizon that unifies the alcoholic products under "one powerful narrative and cohesive new visual redesign."
Known as North America's oldest brewery, the shift in packaging and campaign techniques is an attempt to reach consumers in an easily recognizable and more personal way. Starting January 2019, the Molson Canadian, Molson Export, Molson Dry, and Molson Cold Shots will share distinctive packaging features that will also reflect the company's Canadian roots.
The new beer brand identity will be celebrated with the launch of a 'History Is In Your Hands' campaign that pays homage to seven generations of brewing.