Molson Brewery was founded in 1786 in Montreal, along the St. Lawrence River. It’s also the oldest brewery in North America.

Much like hockey, maple trees and beavers, beer is a large part of the Canadian identity, and Molson is one of the oldest and most iconic of all their beers. Its “I am Canadian: Rant” 2000 advertisement became a rallying call for Canadian patriotism and national identity.

However, Molson’s variants of beers were disjointed, each having distinct and divergent identities, that while recognizable and in the spirit of their product, were not as clearly united under the Molson brand.