May 13, 2008, 12:00 AM

Molson brews up a new e-commerce site

Fans of a cold brew can now sport merchandise from several of their favorite beers. Canadian brewer Molson has launched a new e-commerce site,, allowing consumers to purchase promotional products from several of its brands.

Katie Evans

Managing Editor, International Research

Fans of a cold brew can now sport merchandise from several beer brands. Canadian brewer Molson has launched a new e-commerce site,, where consumers can purchase merchandise including T-shirts, baseball caps and sweatshirts with logos from such brands as Molson Signature, Molson Canadian, Molson Dry, Molson Export, Coors Light, Pilsner and Rickard’s.

The e-commerce platform, provided by iCongo Inc.,provides Molson with order management and cross-channel fulfillment services, as well as promotion and web marketing services.

The site has cross-selling capabilities, showing customers viewing one item a range of other products they may want to purchase on the right side of the screen. There also is an opportunity for visitors to sign up for e-mails and promotions. Users can click on tabs at the top to navigate to merchandise for each brand. There also is a French version of the web site. Visitors to Molson’s corporate site can connect to the new e-commerce site via a link on the home page.

“Our customers expect the same great Molson experience at all times, whether it be on-premise, at retail or online,” says Ross Buchanan, director, digital and relationship marketing at Molson. “iCongo’s tailored e-commerce system provides an effortless and enjoyable shopping experience, which helps us extend and strengthen the Molson brand online.”

Molson Canada, part of the Molson Coors brewing company operates six breweries and manages five brands.


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