The beer case that brought Canada together

The #1 selling beer brand in Canada isn’t even Canadian—and Molson Canadian decided it was time to change that. With a tough start to 2020, Molson saw an opportunity to rally Canadians around their roots and their beer. The Most Canadian Case Ever was born to unite the country’s breweries and inspire consumers to support local flavours.

On Canada Day, Molson Canadian invited brewers from coast to coast to join them in creating a single, iconic case of beer that showcased the diverse craft and national brands that make Canada’s beer industry so rich. The mission wasn’t just about beer—it was about making a statement: supporting Canadian brews is supporting Canadian businesses.

We sent hundreds of tweets and DMs to invite brewers, developed a playbook and content to sustain momentum all summer and encouraged beer lovers to nominate their favourite Canadian breweries.

As breweries joined in, each case became a one-of-a-kind collection—completely unique but completely Canadian —helping bring Canadians closer together, one beer at a time.