E-Malt.com News article: Canada: Molson starts production of Blue Moon beer for the US market from its Montreal brewery

Molson Canada announced on May 5 the start of production of Blue Moon beer for the US market from its Montreal brewery as of May 2005. This additional volume will bring a C$2 million investment in upgrades to its brewing facilities in Montreal. This is a part of the synergy initiative put in place following the Molson-Coors merger.

"The Molson-Coors merger will translate into very interesting opportunities for the Canadian breweries and their employees," said Daniel Pelland, Chief Brewing Officer for Molson Canada. "This transfer of Blue Moon volume to the Montreal brewery is the first phase of a larger plan to move more volume to our Canadian breweries."

Blue Moon production in Montreal is scheduled to start at the end of May 2005. Draught Blue Moon produced in Montreal will be in addition to the current Memphis brewery production volume. This additional volume is required as a result of the fast-paced growth of the brand in the US market and the additional volume required for this summer.

"This volume transfer to the Montreal brewery is great news for our members," said Guy Deslauriers, spokesperson for Molson's employee union. "We are pleased to experience first-hand the positive impact of the Molson-Coors merger."

Due for completion in May 2005, the planned Montreal brewery improvements will increase the plant's productivity and efficiency. The investment includes the addition of state-of-the-art technology to the plant's brewing operations, which will allow for the production of this specialty beer and handling of its exclusive ingredients and spices.

Blue Moon is an unfiltered wheat ale spiced in the Belgian tradition for an uncommonly smooth taste. Gold medalist (white beer) at 1995 World Beer Championships, silver medalist (white beer) at 1996 and 1997 World Beer Championships, Blue Moon is becoming increasingly popular throughout the United States. Putting a new twist on the lime ritual, Blue Moon is traditionally served with a slice of orange.

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Canada is proud to be the nation's preferred brewer. The company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes, Molson Canadian, Coors Light, Molson Export, Molson Dry, Rickard's, and A Marca Bavaria. Molson Canada also partners with other leading brewers to offer such global brands as, Heineken, Corona, Miller Genuine Draft and Foster's Lager. Molson employs 3,100 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company, the world's fifth largest brewer.


08 May, 2005