Molson Coors Canada is a Canadian subsidiary of Molson Coors Brewing Company, North America’s oldest brewer. In the summer of 2018, Molson Coors Canada was preparing to enter the Canadian Cannabis space through a joint venture with cannabis producer, HEXO Corporation. The company, which is a subsidiary of Colorado-based Molson Coors Brewing Company, had several objectives: to effectively communicate its decision to enter a new retail vertical while remaining focused on its core beer business, and to underscore that the new venture would be a Canada-only undertaking.
How National helped
At an early stage of the planning process, Molson Coors Canada engaged National to provide strategic council and support. As the transaction progressed, National developed a comprehensive communications plan and associated communications materials. Upon announcement, National secured select media interviews and coordinated all external communications. National has gone on to support the joint venture, serving as Truss Limited’s strategic communications firm.