(Shawninigan, QUEBEC) – 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.
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.
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