Molson Coors’ Canadian Six Pints Collective Psyched About 2022

Tenth & Blake (home to Blue Moon, Atwater Brewery, Jacob Leinenkugel Brewing, AC Golden Brewing, Terrapin Beer, Hop Valley Brewing and Revolver Brewing) is Molson Coors’ craft beer division in the US. But the second largest brewer in the Unites States has a similar division in Canada, the Six Pints Collective, that has big plans for the coming year.

The collective added dozens of new products to its portfolio over the past 15 months, including the launch of Fine Company in the Maritime provinces, the addition of Eugene, Oregon-based  Hop Valley Brewing, and closing a sizable deal to distribute a collection of European beers from Brouwerij Duvel Moortgat.

On top of that, the Sis Pints Collective posted massive growth with its Canadian craft brands Brasseur de Montréal and Trou du Diable, which in spite of the pandemic, showed impressive sales growth in 2021.

But according to Dan Lundberg, who helms Molson Coors’ craft beer arm up in Canada, bringing the Hop Valley brand north may afford the collective “the biggest opportunity…

“Despite a limited and mostly draft launch in a pandemic, Hop Valley’s reception among Canadian drinkers has been amazing,” Lundberg told Beer & Beyond.  “With incredibly strong orders this year, we’re very optimistic on what it can do in 2022.”

While Hop Valley’s flagship IPA, Bubble Stash, launched in more than 500 on-premise accounts last year on draft, the brand now will be available in cans at many of Canada’s biggest national chain retailers.

Six Pints also has big plans for its two Quebec-based breweries, Brasseur de Montréal and Trou du Diable.

Brasseur de Montréal, which received an award-winning brand overhaul and redesign in late 2020, grew more than 70%. And Trou du Diable, whose beer was named World’s Best Kriek at the 2021 World Beer Awards, had a banner year.

Six Pints also continues to build Fine Company, a start-up which launched in late 2020 and has already become a Top 10 craft brand in the Maritime Provinces.

“We want to make sure we as a company continue to bring generation after generation into beer” Lundberg added. “And craft plays a really important role.”

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