Molson, one of Canada’s oldest and most iconic breweries, has launched a new advertising campaign celebrating the many ways Canadians have enjoyed its beer over the centuries. Titled “We’ve Been Everywhere,” the ad honors the nation’s beer-drinking traditions just in time for Canada Day on July 1.
The 30-second commercial is a fast-paced montage crafted from more than 25 hours of archived footage, showcasing Canadians raising a Molson in everything from classic pint glasses and plastic cups to champagne flutes and teacups. The campaign pays homage not only to Molson’s historical legacy but also to the inventive and diverse ways beer has been consumed across the country.
Founded in 1786 by English immigrant John Molson in Montreal, Molson is one of the oldest breweries in North America. Established along the St. Lawrence River, the brewery met the growing demand for locally made beer and became a cornerstone of Canadian industry and culture. Surviving through wars, Prohibition, and economic shifts, Molson has become a longstanding symbol of national pride.
“Since our founding in 1786, our beers have been enjoyed in every kind of occasion and in every type of vessel,” said Maddie Gillmeister, Senior Marketing Manager at Molson Coors, in an interview with Beer & Beyond. “The ad shows Canadians enjoying Molson from coast to coast—at parties, sporting events, cottages—and in all kinds of cups and vessels.”
The commercial, which premiered during the professional hockey finals, highlights the broad appeal of Molson’s product range. The brewery’s lineup includes traditional lagers such as Canadian, Dry, and Cold Shots; a flavorful ale, Molson Export; the light beer Molson Ultra; and a non-alcoholic option, Exel.
Four additional 15-second versions of the ad will continue airing throughout the summer across television, digital, and social media platforms.
Gillmeister emphasized that the campaign is not only about driving seasonal sales, but also reinforcing the brand’s cultural legacy. “Summer is the number one season for beer, so it was important for Molson to show up in a big way to kickstart the warmer months. But this is bigger. This is about celebrating the role Molson has played in the lives of Canadians both in the past and for years to come,” she said.
The campaign underscores Molson’s enduring presence in Canadian life and its continued relevance across generations, settings, and celebrations.
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