Molson’s new ad brew

Molson Breweries’ agreement last week to sell a 20% stake to Miller Brewing Co. gives the Canadian brewer access to the advertising, marketing and distribution apparatus of Miller, but so far there’s no sign that Miller will consolidate the Motson brands into its own stable of agencies, which include Backer Spielvogel Bates, Leo Burnett, Young & Rubicam and J. Walter Thompson.
Lintas:New York and Angotti, Thomas, Hedge/N.Y. are Molson’s domestic shops. ATH executives could not be reached, but Lintas:N.Y. coo F. Stone Roberts said the agency had received assurances from Molson that the deal wouldn’t disrupt their relationship. Executives at Molson were unavailable for comment. Miller offlcials said it was too early to talk about marketing plans.
The deal will probably mean a needed increase in Molson’s ad budget. According to Leading National Advertisers, its brands spent under $10 million in 1991.
Copyright Adweek L.P. (1993)