“Canadians are increasingly taking a calorie-conscious approach to their eating and drinking habits. It’s clear that Molson Canadian 67 is a beer that fits for those pursuing a healthy lifestyle,” said David Bigioni, Senior Brand Director, Molson Canadian. “Molson Canadian 67 is a prime example of an innovation that that fits both an emotional and functional need for consumers.”

The Product of the Year Consumer Survey of Product Innovation was conducted last December and January.

“It’s clear from consumer responses and the winning product results that Canadians are looking for products that allow for a healthier lifestyle without compromising quality,” says Sandie Orlando, Executive Program Director, Product of the Year Canada. “Molson Canadian 67 noticeably fits that desire and is a great example of a product that understands its consumer.”

Molson Canadian 67 is available nationally in select retailers and accounts.

To learn more about Molson Canadian 67, visit us on facebook or at www.molsoncanadian67.ca

Molson Canadian Fund a Champion Athletes:

• Mark Arendz – Paralympic Nordic Skiing – Hartsville, PEI
• Brittany Webster – Cross-Country Skiing – Caledon, Ontario
• Billy Bridges – Sledge Hockey – Mississauga, Ontario
• Jeff Batchelor – Snowboard – Oakville, Ontario
• François-Louis Tremblay – Short Track Speed Skating – Montreal, Quebec
• Joannie Rochette – Figure Skating – Île Dupas, Quebec
• Jean Labonté – Sledge Hockey – Gatineau, Quebec
• Denny Morrison – Speed Skating – Calgary, Alberta
• Tom Velisek – Snowboard – Vernon, BC
• Melissa Hollingsworth – Skeleton – Eckville, Alberta

“As an Olympian, I can tell you it takes more than athletic ability, passion and commitment to reach the podium, it takes a true team effort,” said Jennifer Button, Program Manager, Marketing, Canadian Olympic Committee and 2000 Olympic swimmer. “Partners like Molson Canadian make it possible for our athletes to train harder, push further and dream bigger to be their best in 2010.”

Five-time Canadian women’s figure skating champion, 2009 World silver medalist and 2010 medal hopeful Joannie Rochette added: “The vital backing that I receive from the Molson Canadian Fund a Champion campaign not only takes the form of financial support, but also moral support. I am extremely proud to be associated with a company that has such a long and rich tradition of being committed to Canadian sport.”

Athlete selection followed a general call for submissions disseminated by the Winter National Sport Federations in March, 2009. From the initial pool of submissions, final athletes were chosen by a selection committee composed of Molson, the Canadian Olympic Committee, the Canadian Paralympic Committee and the Canadian Olympic Foundation. The primary criteria for selection focused on story telling: athletes were asked to share specifically how the funds would be used to help them achieve their goals at the Vancouver 2010 Olympic and Paralympic Winter Games.

What came through loud and clear was the need to improve basic equipment and daily training requirements, which in the case of Joannie Rochette means new skates and costumes, extra ice time and additional choreography sessions, among other things.

“There’s a reason they award you a gold medal when you become Olympic champion – it does cost more to reach the pinnacle of your sport and stay there. Everything from better equipment, to instruction, and greater access to world-class competition. Molson’s generous donation will be put to work right away to help me increase the intensity of my training and preparation for the Games. It couldn’t come at a better time.”

To be considered for the program all athletes had to be senior national team member(s) and in good standing with the winter National Sport Federation included on the official program of the Vancouver 2010 Olympic Winter Games or the Vancouver 2010 Paralympic Winter Games. In addition, all athletes have to be of legal drinking age in their province of residence.

In addition to its internal fundraising efforts, Molson Canadian will also provide an opportunity for consumers to help fund champions with a commemorative Olympic pin, from which they’ll collect donations in the amount of $20.10 for its Canadian Olympians and Paralympians (for two pins.) Visit http://blog.molson.com/community to learn more.
Molson employees celebrated the news today and commemorated International Olympic Day with a series of Olympic barbecues at each of their breweries and sales offices across Canada, complete with Fund a Champion athlete appearances.