Molson Amphitheatre Rebrand
When the opportunity arose to take over one of Canada's most iconic outdoor venues owned by main competitor Molson, the brand saw both the chance to give the long-neglected venue the complete makeover it deserved, and the risk of being perceived as the big bad American company taking over a venue owned by a Canadian brew. We had to make the whole experience undeniably bigger, faster, better and longer.
For our approach, we looked to the beer itself. Budweiser is the industry's only major brewer that Beechwood ages every drop of beer over 28 days, a statement of the brand's commitment to quality that's existed since 1876. So we set out to apply the same level of care, craft and attention to detail to the fan experience, leading to the most successful year since the venue's 40+ year history.