SHAWINIGAN, QC, Nov. 9, 2017 /CNW Telbec/ - Six Pints
Specialty Beer Company, a division of Molson Coors, announces the acquisition of Trou
du diable microbrewery, a partnership intended to provide expanded
market exposure for this renowned Quebec microbrewer, while offering
Quebec and Canadian consumers a
broader range of specialty craft beers.
"We are thrilled to welcome Trou du diable's passionate team
into the extended Molson Coors
family. Partnerships like this one and those that we have
established in the past demonstrate the importance that we place on
the craft and specialty beer segment. They also show that
Molson Coors is ready to invest to
delight beer drinkers of all kinds," said Frederic Landtmeters,
Molson Coors Canada President and
CEO.
The microbrewery's brewing operations are to continue unchanged.
For the time being, sales and distribution to retailers that deal
with Trou du diable will continue to be handled internally by their
team. The company's suppliers, as well as sport, culture, social
and community partnerships, will also be maintained. Of note, the
agreement does not extend to the restaurant on Willow Avenue in
Shawinigan, a distinct entity set
to remain fully independent.
"In choosing to associate with Six Pints, our microbrewery has
elected to provide ourselves with means consistent with our
ambitions. This group decision will enable Trou du diable to
realize its full potential and continue to flourish in an ever
tightening market," explains Isaac
Tremblay, President and Manager, Business Development at
Trou du diable microbrewery.
Preservation of values and sharing of know-how
The founders, managers and employees will remain on at the
microbrewery, as will the employees of the Shop du Trou du diable,
located at 1250 avenue de la Station, in Shawinigan.
"The microbrewery will preserve the values that have made the
company what it is today. As managers, we believe that our
employees will also be able to grow and develop. There may be a
sharing of knowledge among ourselves and other Six Pints members,
with possibilities for advancement for our employees," adds
Luc Bellerive, Finance Director at
Trou du diable microbrewery.
Future Opportunities
Announcement of the partnership represents a first step which
will be followed by the drafting of an integration plan. Possible
avenues in terms of sales, distribution and event partnerships will
be explored during this process to maximize the positive impact of
the agreement. "With Creemore Springs, Granville Island Brewing
Company and Brasseur de Montréal craft breweries, we have developed
one-of-a-kind expertise which poises us to support partner growth
while honouring partner autonomy and entrepreneurial spirit. We
intend to do likewise with Trou du diable," assures Sandra Gagnon, Senior Manager, Marketing at Six
Pints.
Trou du diable beers are distributed in 10 provinces and
territories in Canada. They are
also imported in 20 US states, around 10 European countries and a
few countries in Asia and Oceania.
The microbrewery features a diversified portfolio of products that
integrate seamlessly into the current Six Pints portfolio which
includes Creemore Springs, Granville Island Brewing Company and
Brasseur de Montréal products.
"If you like Trou du diable products, you are going to continue
to like them. Our products will not be changing. We will continue
to incorporate as much passion and know-how into them," says André
Trudel, brewmaster at Trou du
diable.
About Trou du diable
Trou du diable came into being in December 2005 on premises located on Willow
Avenue in Shawinigan. A group of
young brewing sector aficionados combined their creativity to open
up the world of craft beer and products from the local terroir to
the people of their region. Trou du diable microbrewery enjoys
considerable exposure in Quebec,
with a particularly loyal following in Shawinigan and across the Mauricie region. The
Trou du diable portfolio comprises La Saison du Tracteur,
MacTavish in memoriam, La Pitoune, Les Quatre surfeurs de
l'Apocalypso, La Morsure, Le Sang
d'Encre and several others.
In 2013, a second, more industrial brewery was opened with a
brewing capacity of 50hl per brew, a state-of-the-art bottle line
and a distribution network. A leader in oak barrel-aging since
2008, the brewery moved to the plant and re-established itself as
the largest beer cellar in Canada,
squarely positioning itself on the global stage. This is where the
brewery produces its classic special brews (La Buteuse, Dulcis
Succubus, L'Impératrice, Le Hérisson, L'Ours, Le Coq, etc.), but also constantly develops
new beers with extraordinary potential such as Ze Blène,
Foudre and la Saint-Maurice. Over the last 12 years,
Trou du diable has garnered over 150 international awards for
its products brewed at both the Broue Pub and the Shop
(https://troududiable.com/distinctions/), as well as corporate
recognition. The microbrewery is also actively involved in
community-based sport, cultural and social initiatives and
events.
About Six Pints
Six Pints is a division of Molson
Coors Canada. Founded in 2011, the company was set up to
improve and enhance the growth potential of craft brewers, and to
better support the integration of new specialty brands in regions
across Canada.
About Molson Coors
Canada
Molson Coors Canada is the Canadian
division of Molson Coors Brewing Company, a global brewer with
operations in Canada, the United States, Europe and Asia. We proudly offer some of the most
popular brands in Canada with an
award-winning brand portfolio which includes Molson Canadian, Coors
Light, Coors Banquet, Molson Canadian Cider, Pilsner, Rickard's,
Mad Jack and Molson Canadian 67. Molson
Coors Canada also partners with Heineken N.V. to offer such
global brands such as Heineken, Strongbow, Sol, Dos Equis and
Newcastle Brown Ale in Canada.
Molson employs 3000 Canadians, operates seven breweries,
including the Creemore and
Granville Island boutique breweries,
and invests in communities from coast to coast through various
charitable initiatives and sports and entertainment sponsorships.
Molson Coors Canada is committed to
promoting its products and events in a responsible manner as part
of an active, healthy lifestyle.
Forward-Looking Statements
This press release includes "forward-looking statements" within
the meaning of the U.S. federal securities laws. Generally, the
words "aims," "believe," "expect," "intend," "anticipate,"
"project," "will," and similar expressions identify forward-looking
statements, which generally are not historic in nature.
Forward-looking statements include those relating to the
operations, employees, suppliers, and partnerships of Trou du
diable microbrewery after the acquisition, integration matters and
future opportunities. Although Molson Coors believes that the
assumptions upon which its forward-looking statements are based are
reasonable, it can give no assurance that these assumptions will
prove to be correct. Important factors that could cause actual
results to differ materially from Molson
Coors' projections and expectations are disclosed in
Molson Coors' filings with the SEC.
These factors include, among others, health of the beer industry
and our brands in our markets; economic conditions in our markets;
stock market and commodities performance; consumer demand; global
economic conditions; changes in laws and regulations; development
of new technology; costs of resources and raw materials; force
majeure events; changes in our supply chain system; success of our
joint ventures; future financial and operating performance within
and related to the industry; and other risks discussed in our
filings with the SEC . All forward-looking statements in this Press
Release are expressly qualified by such cautionary statements and
by reference to the underlying assumptions. You should not place
undue reliance on forward-looking statements, which speak only as
of the date they are made. We do not undertake to update
forward-looking statements, whether as a result of new information,
future events or otherwise.
SOURCE Molson Coors Canada